Chilean winery Seña to present En Primeur in China


Chilean winery Seña is showcasing its 2011 vintage to major wine capitals in Asia for the first time.

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The winery is touring in the upcoming June, three month before the official release of the 2011 vintage. Led by Eduardo Chadwick, president and owner of the winery, the En Primeur presentation will start with a gala dinner on 3 June in Hong Kong, following by a tasting, an auction of selected vintages and a lunch for VIP guests and wine critics on 6 June at the Chilean Embassy in Beijing. The last stop will be Tokyo, with an exclusive wine dinner for VIP guests and press on 11 June.

En Primeur is a French wine trade term for buying wine through brokers as futures before it is bottled. This form of early sale has a long history in the wine trade, and was traditionally associated with young Bordeaux wines. However, other wine regions have adopted this sales technique in recent years, including Burgundy, the Rhône Valley, Port, Italy, California and Australia.

‘Asia exhibits one of the most interesting, dynamic and growing wine culture movements, therefore it was the natural choice for 2011 Seña’s first En Primeur presentation, the perfect location in order to share our history and passion with all Asian wine lovers’, Eduardo Chadwick said.

In the past two years, Seña has carried out a series of vertical tastings in leading wine cities in Europe and Asia, including London, Zurich, Moscow, Shanghai, Hong Kong, Taipei and Seoul.

According to China Customs statistics, in 2012, the imported volume of Chilean wine to China has increased more than 40% to 609.6 million hectolitre from 434.41 million hectolitre in 2011. China has become the sixth biggest export market for Chilean bottled wines.

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