European Wine Ambassadors Elevates European Wines Awareness in Asia with Successful Masterclasses and Study Trips to Spain and Greece in 2024

HONG KONG,Dec. 16, 2024/PRNewswire/ -- Following last year's successful series of events inAsia, European Wine Ambassadors has been tasked in 2024 to further build on the reputation and create awareness for three European Wine Regions: the Interprofessional Wine Council D.O. La Mancha, Unione Consorzi Vini Veneti – U.VI.VE., and the National Interprofessional Organization of Vine and Wine ofGreece(EDOAO). 

BUSAN–SINGAPORE-TAIPEI

InMay 2024, European Wine Ambassadors successfully hosted an intensive series of tailored masterclasses inBusan,Singapore, andTaipei, attracting over 150 wine professionals eager to explore and taste 48 wines from wineries associated with the three wine regions.

These events not only showcased the rich flavors of European wines but also facilitated vital discussions on sustainability, biodiversity, and the unique ecosystems that influence winemaking. A diverse audience of importers, distributors, hospitality professionals, sommeliers, and media representatives fostered a collaborative and enriching atmosphere.

The tour reflected the ongoing efforts of the Interprofessional Wine Council D.O. La Mancha, Unione Consorzi Vini Veneti – U.VI.VE., and the National Interprofessional Organization of Vine and Wine ofGreece(EDOAO) to connect with emerging markets inAsia, focusing on countriesand regionslikeSingapore,South Korea(Seoul), andTaiwan(Taipei).

HANGZHOU

The first masterclass inChinathis year was held onOctober 17^thinHangzhou, drawing a full house of 70 participants on-site, with an additional 150 joining us in the XET virtual classroom via live stream.

Chinais a vital market for the Interprofessional Wine Council D.O. La Mancha, Unione Consorzi Vini Veneti – U.VI.VE., and the National Interprofessional Organization of Vine and Wine ofGreece(EDOAO). As the world's largest consumer of red wine,Chinapresents significant opportunities for European wine producers to expand their reach and engage with an increasingly sophisticated audience. With a rapidly growing interest in wine culture, Chinese consumers are becoming more discerning, seeking high-quality wines from established wine regions.

STUDY TRIP D.O. LA MANCHA – WINES OFGREECE

FromSeptember 9^th-13^th, a study trip with Chinese importers and media reignited interest in the La Mancha region. Participants enjoyed wine tastings at the Regulatory Council and visited key wineries during the harvest season, allowing them to experience D.O. La Mancha's rich offerings firsthand.

Despite recent market challenges, D.O. La Mancha remains optimistic about reviving Chinese wine consumption. In 2023,Chinawas the fourth-largest buyer of D.O. La Mancha wines, showcasing the region's potential in the Asian market. This study trip provided a unique opportunity for participants to connect with the heart of La Mancha's vineyards, experiencing the dedication that goes into crafting exceptional wines during one of the most important times of the year.

Following their experience in La Mancha, the participants traveled toGreece, exploring stunning vineyards and exceptional wines at the Cooperative of Samos, Costa Lazaridi Estate, and Avantis Estate. InAthens, they embraced the rich culture of the region, with highlights including visits to the Acropolis and a fantastic dinner at Zoinos Winery.

Moreover, the export of Greek wines toChinahas been steadily increasing, reflecting the country's rising popularity among Chinese consumers. As more consumers seek unique and high-quality wine options, Greek wines are carving out a notable presence in this competitive market. Chinese consumers have a strong affinity for Greek varietals, especially Xinomavro, Moshofilero, and Aghiorghitiko.

HONG KONGINTERNATIONAL WINE& SPIRITS FAIR (HKIWS) - UVIVE

FromNovember 7th to 9th, the European Wine Ambassadors presented tailored three Unione Consorzi Vini Veneti – U.VI.VE – seminars  at the Hong Kong International Wine& Spirits Fair (HKIWS) 2024. Hosted byIvan Hui, these sessions showcased a curated selection of exceptional Prosecco and Valpolicella wines from theVenetoregion ofItaly. Each day welcomed a full house of 40 attendees for the 45-minute masterclasses, where participants tasted four wines—two sessions focused on Prosecco (on the 7th and 9th) and one on Valpolicella (on the 8th).

SEOUL

OnNovember 27^th, The European Wine Ambassadors Campaign celebrated the second masterclass in Korea this year with an engaging event inSeoul, where 50 wine professionals participated.Insoon Leeguided attendees through sixteen wines fromGreece,Italy(Unione Consorzi Vini Veneti), andSpain(D.O. La Mancha). Participants had the opportunity to hear from representatives of bothSpainandGreece, including Mr. Darío José Sáez Méndez, the Economic and Commercial Counsellor from the Embassy ofSpaininSeoul, and Mr.Konstantinos Daskalopoulos, Trade Commissioner of the Embassy ofGreece.

SHANGHAI–XIAMEN–HONG KONG

The Campaign concluded with three wine masterclasses held acrossChina. The series began inShanghai, where 72 attendees participated, guided by knowledgeable presenters Ofilos Wu andScarlett Ma.

The Masterclass inShanghaireceived strong backing from the governmental agencies ofSpain,Greece, andItaly. Mr.Georgios Partheniou, the Consul General ofGreeceinShanghai, andRegino Serrano, the market analyst of ICEX inShanghai, delivered brief speeches to welcome participants. Additionally,Guliano Martini, Deputy Trade Commissioner of the Italian Trade Agency, spoke about the Italian wine market, highlighting its unique qualities and encouraging attendees to explore the diverse offerings from their respective countries.

Next, inXiamen, 61 guests attended in person, while around 100 joined the session online. Feedback from participants indicated a strong appreciation for the engaging format and the depth of knowledge shared by the conductors. This event continued to highlight the wines from the three regions.

Finally, in our last session inHong Kong, 50 participants enjoyed a tasting of 17 outstanding wines from these three vibrant regions.Ivan Huiled an engaging presentation, guiding everyone through the unique characteristics of each wine and the varied grape varieties. We were also honored to hear from Mr.Luis Martinez, who shared insights on La Mancha wines, and Ms.Paola Bellusci, the Italian Trade Commissioner of the Italian Trade Agency -ITA- inHong Kong, who proudly highlightedItaly'scommitment to quality wines.

Throughout the series, attendees praised the informative presentations and the opportunity to explore various grape varieties and terroirs. This series emphasized the growing interest in European wines acrossMainlandChina,Hong Kong,Taiwan, Korea, andSingapore.

For more information, please visit the campaign's website:

http://euwineambassadors.com/

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ABOUT THE BENEFICIARIES

D.O. La Mancha is a Spanish Denominación de Origen Protegida (DOP) for wines, with over 190,000 hectares planted to vines, and it is the largest continuous vine-growing area in the world. It is located in the autonomous region of Castilla-La Mancha in centralSpain. La Mancha has a vast wine-growing tradition, which, added to a series of characteristic geological, geographical, and climatic elements that define it, make it an ideal territory to produce excellent grapes and subsequently give life to great wines, with very peculiar nuances. La Mancha wines are today among the most exquisite and prestigious in the world, they are tasted throughoutSpainand also exported to the five continents, turning Castilla-La Mancha into the leading Autonomous Region ofSpainin terms of wine exports in volume.

The Unione Consorzi Vini Veneti – U.VI.VE. was set up thirty years ago involving almost all the region's Consorzi di Tutela (wine protection consortia). A far-sighted decision that has produced results over time. The U.VI.VE.'s main role is to representVeneto'sDOC wine sector. Through the consortia, it coordinates the crucial monitoring and control activities of the production and marketing of Veneto DOC and DOCG wines, also intending to combat fraud and abuse affect designations of origin and consortium brands. This protection ranges from guarantees for traceability to winemaking using traditional methods. Strict controls cover every single step of the entire wine-production chain, from the vineyard to the shop shelf.

National Interprofessional Organization of Vine and Wine ofGreece.Greecehas arguably one of the longest wine histories in the world as wine has always been an integral part of Greek culture since antiquity.Greecemight not be the first country to produce wine, but what can be attributed to Ancient Greece is the development of a culture encompassing all aspects of wine: vine growing, production, legislation, trading, and, of course, the art of consuming wine. Despite their huge heritage, the Wines ofGreececan promote themselves solely by virtue of their present attributes and not past glories. In the last three decades, a wind of change has been blowing through Greek wine production, turning a relatively traditional agricultural sector into a cutting-edge entity in today's wine world. Greek producers have invested heavily in people, education, know-how, and technology, starting a steep learning curve.

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SOURCE European Wine Ambassadors