Italy in China: the Prosecco of Carpenè Malvolti hosts Chinese opinion leaders

The Institute of Fine Italian Wines – Premium Brands, together with Italia del Vino, is forming the future ambassadors of Italian wine in China as part of &quo;Italia in Cina". A delegation of 45 top influencers, among opinion leaders and wine journalists from China and Hong Kong, from July 6th to 15th will take part in an educational tour, through the wineries and vineyards of the main Italian designations.

A journey through the vineyards and wineries in which, during the opening "walkaroundtasting", also the Carpenè Malvolti Winery participates: a leading company of Italian sparkling wine, for its historicity but especially for the leading role that the Carpenè family has played – since its foundation dating back to 1868 – in the development of the Sparkling Winemaking of Italian wine and Prosecco. A family of great innovators in science, firstly with the development of a methodology specific for the Glera variety, and then with the internationalization of the brand and the product, to the marketing and communication strategies, which open today horizons to new consumers, through a new way of approaching the Prosecco wine and the development of new consumption opportunities. Everything in full respect of tradition, which has been distinguishing the brand and its historical and founding values ​​since its creation.

The Asian delegation will have the opportunity to taste and find out how many bonds with the Territory there are in every single bubble of Prosecco, tasting the two most representative types of the DOCG production, to say, 1868 Conegliano Valdobbiadene Prosecco Superiore Extra Dry DOCG and 1868 Conegliano Valdobbiadene Prosecco Superiore di Cartizze DOCG, both winners of various awards, recently, in international wine competitions, with prestigious recognitions.

"The Chinese one is a market in which, already for several years, we record significant performances – the Global S&M Director of Carpenè Malvolti Domenico Scimone told – and with an economy in fast growing like that of the main Asian market the prospects remain equally interesting. China, like other countries in the BRICS area, showed a strong sensitivity towards anything that can be a status symbol of western style, and more obvious of the Italian Life Style. Therefore, the entire Italian wine offer, and Prosecco in particular, represents the sector that has been able to establish itself in the best way and that is declined in that particular context, although very far in lifestyle and consumption. An appreciation that rewards with double–digit growth rates our selections of DOCG sparkling wine, which for us represents the most strategically significant productive expression.