NEWS
VINIPORTUGAL TO CRANK UP PROMOTIONS IN GREATER CHINA NOW THAT G.I.s ARE PROTECTED
By Susan Lewis
22-3-2021
Source: ViniPortugal
President of ViniPortugal, Frederico Falcao, said the EU-China Geographical Indications Protections Agreement has boosted confidence of the Portuguese wine industry in the Chinese market and they are going to launch a promotion campaign in Greater China to boost sales.
Falcao said ViniPortugal, the Interprofessional Association of the Portuguese Wine Industry, is planning to invest close to €0.5million (USD0.6mn) in promotional activities in several Chinese cities including Shanghai, as well as Hong Kong and Macau.
"China has been a promising market for Portuguese wines before 2020," Falcao told Xinhua News Agency, "and we hope that 2021 will bring improvements," he added.
The landmark EU-China G.I.s agreement, which took effect on 1 March 2021, will ensure that 100 EU agri-food G.I.s to be protected in the Chinese market and 100 Chinese agri-food products to be protected in the EU.
The red wines from the regions of Porto, Dao, Douro and Alentejo are among the 100 protected G.I.s from EU.
“Portugal boasts a wide range of different climates, soils and grape varieties, and therefore each of the country's regions has its unique, flagship wine styles," Falcao said.
Falcao highlighted the sweet fortified wine from Porto, the dry red wines from northern Duoro Valley, neighbouring Dao region and the southern Alentejo regions and said these wines have high potential of doing well in the Chinese market.
In 2019, Portugal exported about €20mn worth of wines to China, making it the 13th largest market to Portuguese wines ahead of traditional trading partner Spain.
"China is currently our 16th largest market, but our exports to China declined in 2020 due to the pandemic," he said.
"China is a country in which Portugal wants to continue to invest in terms of promoting its wines and is a place where we place a lot of hope, and that is why we have an ambitious investment plan in this market to try to increase the sale of Portuguese wines," he added.
(the writer can be contacted at: info@thewinechronicle.com)
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