Asia ‘too often an afterthought’

Wine companies looking to expand their reach in Asia need to devote more time and attention to build up the market, believes one export director of a leading Tuscan winery.

Cesare and Andrea Cecchi

For venerable family-run Tuscan estate, Cecchi, the potential for growth in Asia is “undeniable”, says export director, Andrew Gardiner who has decamped from the picturesque Villa Cerna estate in Siena to bustling Hong Kong.

So much so that the company has high hopes for its La Mora Maremma Toscana DOC launched a few months ago which Gardiner describes as “softer and more palatable for the Asia market. The Merlot blend makes it more fruit-driven and easier drinking – an everyday wine.

“It’s not a question that consumers are inclined to drink less over in this part of the world”, he continues.  “They regularly drink wine at dinners, for business, celebrations, at home and socially just like the Europeans. But it’s understanding what styles of wines are popular. Not having an overly full-bodied powerful wine or bottle labels which are too complicated will help make all the difference.”

Another recent project for Cecchi was the release of its Cecchi Chianti Governo DOCG which recalls ancient production methods dating from the late 18^th and early 19^th centuries. Similar to Valpolicella techniques, there’s two to three weeks in between picking to create a riper and more evolved style, which is all done under the watchful eye of fourth generation winemaker, Andrea Cecchi.

Ripe for the picking? La Mora Maremma Toscana is set to make waves in Asia

The family firm was founded by Luigi Cecchi in 1893 and is now managed by managed by brothers, Andrea and Cesare Cecchi. Cecchi exports half its total production of 7.5 million bottles to 60 international markets and produces wine in four different estates and owns five brands: Cecchi, Villa Cerna, Castello Montauto, Val delle Rose and Tenuta Alzatura.

Last month also commemorated the 300th anniversary of the Edict of Cosimo dei Medici which was signed on the 24th of September 1716 and defined legal boundaries for the Chianti Classico production zone. It’s one of the oldest, and most important laws protecting the origin and authenticity of Chianti Classico and Italian wine today.

“The historical aspect is also something that consumers in Hong Kong, China and Japan love,” says Gardiner. “Emphasising that the estate is 100% family owned is something that appeals to a culture which places enormous importance on tradition and family values.”

Gardiner’s move from the rolling Tuscan hills to Hong Kong speaks volumes of Cecchi’s focus on the north Asia region. Hong Kong is one of Cecchi’s most established markets and is thought to be one of the first Chianti Classicos to make landfall since importers, Valdivia took them on in the 1970s.

“Japan is our biggest market, along with Hong Kong and China. India is strong as well as South Korea. We’re doing very well in Taiwan’s retail sector, which is expanding extremely rapidly. I can already see the benefit of being here on the ground to keep up with the trends.

“I think that Asia is too often an afterthought for a lot of wineries. They have their core markets in Europe and the Americas but the way that Asia is growing so swiftly, you’re forgotten a month after you host your wine dinner.

“Persistence and patience is vital as well as actually investing the time and money to do it properly.”

In the future, Gardiner believes there could well be Cecchi representatives in China and Japan to look after the two biggest markets.

“It’s definitely worth it in the long run. Since May we’ve taken on four or five importers across Asia which wouldn’t have been feasible from Italy. You just have to take the plunge and immerse yourself in the culture.”