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30 November 2020, 15:53

Italy's winemaker adapting to fast-growing Chinese market

Bottles of wine from Italy are exhibited at the Food and Agricultural Products exhibition area during the third China International Import Expo (CIIE) in Shanghai, east China.
Bottles of wine from Italy are exhibited at the Food and Agricultural Products exhibition area during the third China International Import Expo (CIIE) in Shanghai, east China.

ROME, 30 November (BelTA - Xinhua) - Brunello di Montalcino, one of Italy's most prestigious and historic wines, was among the first Italian wines to market itself in China -- starting back in the early 2000s. But according to Fabrizio Bindocci, president of Brunello, it would be unwise for winemakers to stop adapting to the fast-growing and dynamic Chinese market.

"We are constantly participating in trade fairs and conferring with our Chinese partners, but that's not enough," Bindocci told Xinhua. "It's not a mature wine market like the domestic market in Italy or in other parts of Europe or in the United States or Canada. That means the ground is always changing."

Bindocci gave a specific example, noting that the original buyers of international wines were wealthy, well-traveled Chinese consumers who had been exposed to wine drinking abroad. Now, he said, it is increasingly younger, curious, self-taught wine buyers.

"That kind of change means the marketing has to change as well," Bindocci said.

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