SAN FRANCISCO — A 120-member delegation of California winery principals is participating in the Vinexpo Asia-Pacific trade show in Hong Kong May 27 – 29 and more than 35 will travel to China for Wine Institute's California Wine Export Program China Tour May 19 – 23.
The California Wines Pavilion at Vinexpo Asia-Pacific in Hong Kong in 2012.
The delegation in the California Wines Pavilion organized by Wine Institute at Vinexpo Asia-Pacific will represent 250 wine brands. The show attracts more than 18,000 key trade visitors in Asia. Wine Institute's California Wine Export China tour with 35-plus delegates will represent more than 120 brands. The tour will visit Beijing, Shanghai and Guangzhou and participate in 12 consumer, trade and media activities, including "California Wines Summit" and Sonoma County feature seminars. The Sonoma County Vintners' Association is participating with a delegation in China and is a focus region in this year’s events.
"Hong Kong is Asia's regional wine hub and China's market size and growth potential remains significant," says Linsey Gallagher, Wine Institute's Vice President of International Marketing. "The large delegation to China and our California Wines Pavilion at Vinexpo Asia-Pacific is a clear indication of the California wine industry's ongoing interest in the Asian wine markets."
Total U.S. wine exports hit a record $1.55 billion in 2013, up 16.4% compared to the previous year. Regionally, Japan, China and Hong Kong were California's third, fourth and fifth largest export markets by value after the European Union and Canada. These three Asian markets represent a total export value of $223.4 million. The China tour "Discover California Wines" is the 14th wine trade mission to that country organized by Wine Institute's California Wine Export Program. Wine Institute has coordinated an annual trade mission to China since 2000 with the state's vintners. Both the China tour and Vinexpo Asia-Pacific trade show will feature Wine Institute's global branding campaign to help boost exports by telling the story of California wines through the stunning images of the state's landmarks, vistas, cuisine and sustainable lifestyle.
"The wineries and regions are investing for the long-term in the important China wine market. Our tour events will give participating wineries wide exposure in China's three leading first-tier markets of Beijing, Shanghai and Guangzhou and our Vinexpo pavilion has grown once again to be our largest-ever, says Eric Pope, Wine Institute's Regional Director Emerging Markets.
Wine Institute headquarters are in San Francisco with trade offices in 15 countries. About 170 California wineries participate in Wine Institute's International program.
Journalists requiring further information should contact the Wine Institute Communications Dept.