COFCO takes on Cavit in China

Cavit, the Italian wine group of 10 wineries in northern Italy’s Trentino, has signed a deal with China’s COFCO W&W International, the country’s leading wine and spirits importer under state-owned COFCO group, for the distribution of Cavit’s wines in China.

The partnership is described by the company as the result of “intensive relations between the two companies that have conducted meticulous market analysis to outline the prospects for a structured cooperation, aimed at a business growth over time”.

Enrico Zanoni, general manage of Cavit, declares: “Our strategic approach to the Chinese market has always been oriented to identify solutions that ensure sustainable growth in the long run. COFCO W&W is a leading partner that has excellent commercial organisation and an extensive distribution platform: a solid foundation on which to build our presence in the Chinese market”.

“We are particularly proud of this agreement because it allows us to bring the products of our members in a market with extraordinary dimensions”, adds Bruno Lutterotti, president of Cavit.

With an established presence in all distribution channels as well as e-commerce market, COFCO group widely operates in the food sector and has achieved specific expertise in the wine sector, where it operates not only as a distributor but also as a producer of a range of local wines including the well-known Great Wall brand. 

“We are pleased to have reached this important agreement with Cavit, a high-quality partner that we have carefully selected after careful consideration”, says Castle Li, general manager of COFCO W&W International. “Italy is a country with great wine tradition, however, it is characterised by a highly fragmented production. Meeting a highly qualified and well organised company like Cavit finally allows us to embark on a development plan to expand the presence of Italian wines in our large market. The success achieved over the years by Cavit in the US is for us a guarantee for their quality, management skills on a large scale as well as skills in branding, a crucial aspect for success in China”.