Dispelling China’s Prosecco confusion

Prosecco producers need to invest more time in cultivating the Chinese market in order to clear up the ‘confusion’ which currently surrounds Prosecco, says the CEO of historic winery, Villa Sandi.

The historic Villa Sandi dating back to 1622

Speaking to the drinks business Hong Kong during this year’s Vinexpo, the CEO of Villa Sandi, Giancarlo Moretti Polegato said that China could be a “prime market” for Prosecco but a lack of information put off potential consumers as they viewed Prosecco to be a “poorer version” of Champagne.

“Asia in general doesn’t have the Prosecco phenomenon that is currently in Europe – and especially the UK,” he said. “The UK market alone has grown by 35% in two years.

“Japan however, is a different story. It’s our number one market in this part of the world in terms of volume and it’s a very sophisticated one. For us as a premium wine producer, if every country could be similar to Japan then it would be easy.

“Asia is not as a mature market as Europe obviously but we have good expectations for the region.”

Villa Sandi is owned by the Moretti Polegato family and has picturesque vineyards on the hills in Valdobbiadene’s ‘cru’, Cartizze and Crocetta del Montella, further south. Its Palladian-style villa dates back to 1622 and there is also a six-bedroom guest house which Moretti Polgato hopes will entice more history-loving Chinese visitors through the door – in the same way that they flock to Bordeaux. Most of Villa Sandi’s six million bottle production is exported and Moretti Polegato is focusing on his extra dry and dry Prosecco for impending success in China, though spoke of an extra layer of confusion over Prosecco’s sweetness levels.

“The Chinese have a taste for sweetness but they see ‘dry’ on the label and therefore think it really is dry as opposed to being sweeter, for example. I’ve often had conversations where they think Prosecco is just a cheap version of Champagne as opposed to a sparkling wine all in its own right. It’s clear there is still a lot to do.”

Moretti Polegato said the company will “step up” efforts this year and will visit China’s first tier cities of Beijing, Shanghai, Guangzhou, and Shenzhen to host masterclasses, tastings and dinners.

“It’s by engaging with consumers at this level that you’ll get visitors the estate and therefore cultivate a loyal following.

“It’s too early for us to look at second tier cities at the moment but I think we can make a big impact with our premium sparkling, Valdobbiadene Prosecco Superiore DOCG and our Valdobbiadene Superiore di Cartizze DOCG made in the heart of our Valdobbiadene Prosecco area.”