European and Chinese wine cultures meet at the 2015 China International Alcoholic Drinks Expo (CIADE) in Luzhou (Sichuan, China)


Brussels, 1st April 2015 - A unique popular Wine Tasting experience, pairing European and Chinese wine cultures, took place at the occasion of the 2015 China International Alcoholic Drinks Exposition (CIADE) in Luzhou (22nd-25th March 2015).

The wine tastings were organized by the EU wine industry (CEEV) with the support of leading European wine companies, in cooperation with the leading Chinese wine sector organization (CADA). They were conducted by Baudouin Havaux, President of the Concours Mondial de Bruxelles, one of the most prestigious international wine contests worldwide, at Pernod Ricard China’s booth, right in the heart of the exhibition centre in Luzhou. The tastings involved a variety of both European and Chinese wines combined with local food and gastronomic specialties, and were a good opportunity to familiarize the public visiting the fair, as well as local professionals and media, about wine tasting skills and pairings with food. The tasting activity was so popular it brought about a constant crowd to the booth including special attention from Mr. Xiaofeng Liu, the CPPCC Vice Chairman (Chinese People's Political Consultative Conference ), and Mr. Hong Wei, Governor of Sichuan province.

“Europeans and Chinese are equally fond of eating and drinking their traditional excellent gastronomic tips. Through this experience we have seen how everyone loves matching the flavours and tastes of different wine categories with their favourite food specialties, and we have learnt from each other” - said wine expert Baudouin Havaux at the conclusion of the tasting. “Wine is indeed a cultural product, an essential ingredient of the gastronomy and definitely a fantastic vehicle of conviviality, dialogue and cooperation between our millenary cultures”.


Also, as part of the EU wine industry participation at CIADE, José Ramon Fernandez, Secretary General of CEEV, was invited as a keynote speaker for the Opening Ceremony, one of the main events of the fair. High-level professional and governmental representatives such as the President of CADA, Governor of Sichuan province and the Mayor of Luzhou attended the event. Mr Fernandez shared the visions from Europe about the broader challenges and opportunities for a prosperous and sustainable global wine business.

“The globalisation of fairer trade conditions, the increase of the international competition, the innovations needed to adapt to new market and societal expectations, and the sustainable and responsible development of the wine business are all key factors that are shaping the future of the wine business in the XXIst century; well, none of the challenges and opportunities can be successfully faced in isolation; we need enhanced cooperation!”- said Jose Ramon Fernandez, who also congratulated CADA for the world-class organization of CIADE - that is becoming over time a major professional event in the international wine sector agenda.

These activities in Luzhou are part of the comprehensive programme of technical and institutional cooperation activities agreed in a Memorandum of Understanding signed on 18th March 2014 between CEEV and CADA in the framework of a fruitful B2B dialogue. Improving 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, is one of the key areas of cooperation.

For further details, please contact Ms Bethléem Dubois




Note to editors - Background

  • The wines and companies involved in this wine tasting at CIADE 2015 in Luzhou were the following:
    • Champagne Mumm Cordon Rouge, Helan Mountain Special Reserve Chardonnay, Helan Moutain Xiao Feng from PERNOD RICARD CHINA;
    • Fino Tio Pepe, Alfonso Oloroso, and Néctar Pedro Ximenez from GONZALEZ BYASS
    • Analivia Sauvignon Blanc (DO Rueda), El Circulo Joven (DO Rioja), Condado Oriza Crianza (DO Ribera del Duero) from FELIX SOLIS AVANTIS SA
  • The European consortium for the implementation of the MoU between the EU and Chinese wine sectors is composed by leading European wine companies and professional organizations: CEEV (coordinator) ACIBEV, AEVP, ADEPTA, FEVS, FEDERVINI, UNIONE ITALIANA VINI, Codorniu, Felix Solis Avantis SAGonzalez Byass, Moët Hennessy, Pernod Ricard Winemakers, Bodegas Miguel Torres.
  • 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 8,8 billion € worth of exports every year, the wine sector makes a contribution of over 6 billion € to the EU trade balance.
  • The MoU on technical cooperation signed in March 2014 between CEEV and CADA is to be implemented over the next two years, and 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 the two markets and boosting international cooperation. By virtue of this cooperation 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.


Photo 1

Mr José Ramon Fernandez during his speech at the occasion of the Opening Ceremony of CIADE 2015 on March, 23rd.


Photo 2

Crowd of Chinese visitors gathering around the Pernod Ricard China’s booth in the exhibition center of CIADE at the occasion of the wine tasting.


Photo 3

The concept of food and wine pairing brought about a mixed crowd of wine amateurs and professionals of the wine sector.


Photo 4

Mr Baudouin Havaux presenting the Spanish wines from Gonzalez Byass and Felix Solis Avantis to the crowd of participants.


Photo 5

The selection of Spanish wines from Gonzalez Byass and Felix Solis Avantis for the purpose of the wine tasting.


Photo 6a Photo 6b Photo 6c

A wine tasting concept that pleased all of its participants and provided them with extra knowledge on European wines.