China wine market soars
MARKETING NEWS
The New Zealand Herald - Mar 26th, 10:43
China is becoming an increasingly important market for New Zealand wine and a group of local firms is hoping to boost sales further by making an appearance this week at one of the Asian superpower's biggest international trade shows, the Chengdu Wine Fair.
New Zealand Trade and Enterprise is running a pavilion at the event, which runs from Thursday to Sunday, that will house representatives of eight Kiwi wineries including Babich Wines, Giesen Wines, Ngatarawa, Invivo Wines, Trinity Hill and Villa Maria.
Invivo co-founder Tim Lightbourne, who will attend the show with his Chinese distributor, said the Chengdu fair received around 150,000 visitors. To put that in perspective, Germany's ProWein - one of Europe's biggest wine shows - had 40,000 attendees last year, Lightbourne said.
He said China was becoming one of Invivo's most important markets and the company was exporting full shipping containers of wine - containing around 13,000 bottles each - to the country.
"It's going to be a pretty exciting show," Lightbourne said. "It's the first time we've done a show in China."
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