Over half of Chinese consumers
of Valpolicella wines are women - 54% - aged 25 to 29 who mostly
live in the eastern part of the country, are open to experiment
new tastes and spend more than average on wine, according to a
new report drafted by Wine Intelligence, Vinitrac.
The new research on Chinese consumers was carried out on
behalf of the Consortium representing wine producers in the
Valpolicella region - 19 municipalities in Veneto's Verona
province.
Chinese buyers, according to the report, associate
Valpolicella products to American wines, in terms of style and
price range, and are able to appreciate the high quality, great
diversity and high acidity of Italian wines.
The label with the highest potential on the Chinese market is
the Valpolicella Ripasso DOC, the study found.
More structured than the Valpolicella DOC, this label
competes successfully with wines from Chile, Australia and New
Zealand, with the advantage of being cheaper than the Amarone
della Valpolicella, which is made from the same grapes as
Valpolicella, and with an easier taste.
Amarone is also highly appreciated for its exclusive method
of production and for its soft and excellent taste that few
other Italian wines achieve, the report said.
Chinese consumers are overall attracted by Italy's unique
wine-making style and fascinated by the area of production - its
history, tradition and peculiarity that make such products
unique also on the other side of the world.
photo: Valpolicella safeguard consortium
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