NZ drive to promote its wines in China
Source: Xinhua |
May 2, 2012, Wednesday
|
Print Edition
Print Edition
THE New Zealand government and wine industry are planning a long-term strategy to build the presence of New Zealand wine in China over the next three to five years, an industry expert said yesterday.
As New Zealand winemakers prepare for a major push in China this month, with their biggest-ever road show taking in Hong Kong, Beijing and Shanghai, industry association New Zealand Winegrowers (NZW) admitted they were still feeling their way.
"There are just a few things we think we know about wine consumption in China right now," NZW market manager Asia Monty James said.
Exciting period
"We know consumption in the Chinese mainland has enjoyed a sustained and exciting period of growth, in line with China's growing prosperity as a nation. We know that wine has become a popular beverage of choice for celebrations."
"We also see a remarkable thirst for wine knowledge and a fast-growing sophistication," said James.
"What we also know is the market is in a state of considerable and constant change. This feature of the market means we also must accept that we know very little, as today's market knowledge is tomorrow's history lesson."
But James also said that New Zealand winemakers had a clear understanding that they would have a discerning market in China.
"We are not one of the world's larger wine exporters looking to have significant market share across China. We simply will never have the supply to be this," he said.
"We are a boutique producer of premium and diverse wines made by innovative, highly educated craftsmen."
NZW is taking 30 wineries to Beijing and 29 to Shanghai for New Zealand-only exhibitions in May, and 20 New Zealand wineries taking 120 wines are to feature at the Vinexpo Asia Pacific, one of the region's biggest wine and spirits exhibitions, from May 29 to 31.
The Vinexpo New Zealand Wine Pavilion will have the support of the economic development agency, New Zealand Trade and Enterprise, as co-sponsor.
New Zealand wines sell at the upper end of the market in Asia, averaging just over US$11 dollars per bottle.
As New Zealand winemakers prepare for a major push in China this month, with their biggest-ever road show taking in Hong Kong, Beijing and Shanghai, industry association New Zealand Winegrowers (NZW) admitted they were still feeling their way.
"There are just a few things we think we know about wine consumption in China right now," NZW market manager Asia Monty James said.
Exciting period
"We know consumption in the Chinese mainland has enjoyed a sustained and exciting period of growth, in line with China's growing prosperity as a nation. We know that wine has become a popular beverage of choice for celebrations."
"We also see a remarkable thirst for wine knowledge and a fast-growing sophistication," said James.
"What we also know is the market is in a state of considerable and constant change. This feature of the market means we also must accept that we know very little, as today's market knowledge is tomorrow's history lesson."
But James also said that New Zealand winemakers had a clear understanding that they would have a discerning market in China.
"We are not one of the world's larger wine exporters looking to have significant market share across China. We simply will never have the supply to be this," he said.
"We are a boutique producer of premium and diverse wines made by innovative, highly educated craftsmen."
NZW is taking 30 wineries to Beijing and 29 to Shanghai for New Zealand-only exhibitions in May, and 20 New Zealand wineries taking 120 wines are to feature at the Vinexpo Asia Pacific, one of the region's biggest wine and spirits exhibitions, from May 29 to 31.
The Vinexpo New Zealand Wine Pavilion will have the support of the economic development agency, New Zealand Trade and Enterprise, as co-sponsor.
New Zealand wines sell at the upper end of the market in Asia, averaging just over US$11 dollars per bottle.
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