Prosecco producers target Chinese drinkers

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The ruling council for Prosecco DOCG has launched a version of its website in Chinese to capitalise on strong demand for its sparkling wines in Mainland China and Hong Kong.

Image © Conegliano Valdobbiadene Prosecco Superiore DOCG Consortium

Exports of Prosecco Superiore DOCG to Mainland China and Hong Kong rose by close to 80% from a relatively low base between 2010 and the end of 2012, to a value of €1.2m. That equated to nearly 273,000 bottles.

'In 2012 there were 34 wineries exporting to this area,' a spokesperson for Prosecco DOCG said.

'We are just at the beginning,' Innocente Nardi, president of Conegliano Valdobbiadene Prosecco Superiore DOCG Consortium, told decanterchina.com.

'We want to let Chinese consumers know more about our territory because we believe this is a crucial market,' he said, explaining the decision to launch a Chinese version of the council's website, alongside its English, Italian and German versions.

The council has held tastings with sommeliers in Hong Kong and Mainland China and will also attend the Vinexpo Asia Pacific trade show in Hong Kong in late May this year.

Several Champagne producers in France are similarly optimistic about the potential of their wines in China.

But, it is early days. Red wine dominates consumption in mainland China, in particular, and it could take time for other styles to achieve significant scale.

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