Vinitaly to launch Chinese trade show in 2020

Vinitaly is partnering with China’s Paco Communication Group to launch a Chinese trade show targeting trade and consumers called ‘Wine to Asia’ in Shenzhen starting next year.

Veronafiere’s Maurizio Danese, Alan Hung of Paco Communications, Veronafiere CEO Giovanni Mantovani, Michele Geraci, and Verona Mayor Federico Sboarina

‘Wine to Asia’ is a new multi-channel platform created by Veronafiere and Shenzhen Taoshow Culture & Media, a company belonging to Pacco Communication Group. The project was presented on the closing day of the 53rd Vinitaly.

“The Far East is an area that has to be monitored constantly. Consequently, we have created a permanent initiative, as envisaged in our Business Plan, in the wake of more than twenty years of continuous activity. It only need be mentioned global demand for wine in the Far East is worth €6.45 billion of imports and is moving close to North America, where imports come to €6.95 billion”, said Maurizio Danese, president of Veronafiere.

“In the ‘wine race’, the Far East is way out in front having posted a leap in value over the last ten years of 227%: eleven times more than EU markets and almost four times the North American geo-economic area,” Danese continued.

Shenzhen, the city chosen as the home for the new initiative is one of the most dynamic areas in China, a crossroads in the Guangdong-Hong Kong-Macao Greater Bay Area with more than 100 million inhabitants.

Founded in 2009, Paco Communications Group deals with online and offline promotion strategies in China in the wine & spirits and lifestyle sectors, and has been working with Veronafiere-Vinitaly for six years for the promotion of the Chengdu Wine Fair, and the promotional and cultural road shows organised in China’s first and second tier cities.

“We have been working with Veronafiere since 2014. We started with the off-show event in Chengdu, the oldest trade show dedicated to wines and spirits in China and a symbol of distribution that seeks to highlight the fine wine segment. Then we helped expand Vinitaly’s coverage through roadshows in first and second tier cities. This long-term collaboration has meant we have got to know each other well and we have reached this agreement today with the aim of grasping new opportunities for the wine sector both in China and Asia as a whole, markets with the highest potential growth in the world,” said Alan Hung, CEO of Shenzhen Pacco Cultural Communication.

Paco Communication is a China’s leading exhibition and marketing organisation for wine and spirits and also the organiser of the TAO Show (the off-show event alongside the Chengdu Wine Fair) and G100 competition.