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The European and Chinese wine sectors reunite after one year of fruitful collaboration at the occasion of Decanter Shanghai 2015

Brussels, 7 December 2015 - In the framework of the “EU-China wine cooperation” project, a delegation of high-level representatives and experts from Europe participated in a vast and polyvalent programme of activities and meetings organised by the European Wine Committee (CEEV) and the Chinese Alcohol Drinks Association (CADA).

Shanghai was not only the scenery for the second edition of the well-known Decanter Shanghai international wine fair but also the opportunity for the European and Chinese sectors to yet reflect on the results of the first year of cooperation, exchange on common challenges and prepare grounds for the upcoming year of collaboration.

“The development of the Chinese wine market passes through the development of the Chinese vitivinicultural sector. This program is a win-win collaboration” said Jean-Marie Barrillère, President of CEEV.

In Shanghai, European experts (Castel Frères China, the Conseil Interprofessional du Vin de Bordeaux, the Observatorio Espanol del Mercado del Vino and the CEEV) presented the promotion policy in Europe and the latest marketing trends to a room of Chinese professionals.

Just a few days later and a few kilometres up North – Yinchuan, was the location for the second part of the programme where bilateral exchanges in relation to the functioning of the European wine classification and geographic indication system and of its control scheme took place during a 2 days seminar thanks to the collaboration of several European entities (Bureau du Champagne, the Conseil Interprofessional du Vin de Bordeaux, the Fédération Française des Exportateurs de Vins et Spiritueux and the Spanish and French Embassies in Beijing).

The presentation of a selection of top wines from Felix Solis Avantis winery and the participation of CADA representatives to a wine master class led by Ian d’Agata (FEDERVINI and Unione Italia Vini) during Decanter Shanghai wrapped up the series of events in a stylish and tasteful manner showing – once again – the common appreciation by Chinese and Europeans for this unique product that is wine.

Along with that, a EU-China wine summit took place, were representatives from the EU and Chinese wine sectors, together with representatives of the Chinese and Spanish and Italian governments, discussed several international issues. On this occasion, Wine in Moderation programme was introduced to the Chinese party.

Companies, associations and other relevant stakeholders in the wine value chain willing to explore possibilities for participating in the implementation of this programme are invited to contact CEEV.

 

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Note to editors - Background

The European Consortium supporting the implementation of the EU-Chine Wine Cooperation Program is composed by 12 leading European wine companies and professional organizations: CEEV (coordinator) ACIBEV, AEVP, FEVS, FEDERVINI, UNIONE ITALIANA VINI, Codorniu, Felix Solis Avantis SA, Gonzalez Byass, Moët Hennessy, Pernod Ricard Winemakers, Bodegas Miguel Torres and FEDERDOC (as a chef de file for Confagricoltura, Fedagri-Confcooperative, Anca Lega Coop, AGCIAGRITAL, Assoenologi).

The activities undertaken are part of a comprehensive programme of technical and institutional activities agreed in a Memorandum of Understanding signed in March 2014 between CEEV and CADA in the framework of a fruitful B2B dialogue between both parties. The programme, to be implemented over a 2-year period, is aimed at fuelling the possibilities for business cooperation between the European and Chinese wine sectors, improving the mutual knowledge of the potential offered by both markets and boosting international cooperation. By virtue of this programme:

  • The EU industry will facilitate technical assistance to professionals from Chinese wine companies in areas such as of winegrowing, winemaking and quality controls, marketing approaches, wine tastings, and GIs protection systems, provided through activities such as hosting study visits in Europe, seminars, and other training and internship activities;
  • The Chinese industry will assist the EU industry to organize EU wine tastings in China, and to improve the wine knowledge among the Chinese consumers, and promote the appreciation of wines and its culture building on the values of moderate and responsible consumption;
  • Both parties will set up permanent information mechanism and communication exchanges, monitor the implementation of the cooperation, and collaborate at international level on advocacy activities aimed at improving market access conditions in third countries

The programme coordinator, Comité Européen des Entreprises Vins (CEEV), represents the wine companies in the industry and trade in the European Union: still wines, sparkling wines, liqueur wines, aromatised wines and other vine products. It brings together 26 national organisations. With more than 7.000 companies, mainly SMEs, and more than 200.000 direct jobs in the EU, its members produce and market the vast majority of quality European wines, with and without a geographical indication, and account for over 90% of European wine exports. With around 9 billion € worth of exports every year, the wine sector makes a contribution of over 6 billion € to the EU trade balance.

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PR Photo1

Members of the Chinese and European delegations (Shanghai November 2015)

 

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Participants during the tasting of Felix Solis Avantis wines

 

PR Photo 3

Classroom of Chinese professionals attending one of the technical seminar