Italian winemakers are hoping to steal some of the love Chinese consumers have for French wines when the spotlight shines brightly on their wine traditions at Vinexpo Hong Kong next week. Chinese consumers have had a longstanding love affair with Bordeaux, which has become a status symbol for the Chinese elite.
But over three days, attendees of the biggest and most important wine trade event in Asia this year will be challenged to expand their horizons and give Italian wines their due, with Italy honored as guest country this year.
Though the world's leading global exporter of wine by volume, Italy ranks as the fifth biggest wine supplier to China and the sixth biggest to Hong Kong.
About 4.54 million 9-liter cases are exported to the region every year.
Globally, Italy also alternates with France as the world's top wine producer depending on the vintage, and
ranks third in the world for wine consumption by volume.
Its main export markets are northern Europe and North America.
At Vinexpo Hong Kong, the estimated 16,700 attendees -- the biggest players in the wine industry -- will have the opportunity to hear about Chianti Classico Gran Selezione, the new top tier of Chianti Classico Wines.
Also scheduled are masterclasses of top Italian wines, the best regional wines representing Northern, Central and Southern Italy and top Italian spirits.
French wines enjoy a longstanding monopoly on Chinese affections: 42 percent of the 13.9 million cases consumed in China is French, with a particular preference for Bordeaux.
After France, Chinese consumers are most smitten by Australian wines, tipping back the equivalent of 4 million cases, thanks to geographical proximity and commercial link.
And in third place, Spanish wines have become the fastest-growing import for their lower price points and mass market appeal at 3.9 million cases.
Chile rounds out the fourth place, followed by Italy.
Vinexpo Hong Kong runs May 24-26.
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