2024 was the year of beverage cross-continent expansion, with Asia being one of the primary target markets for spirit companies. European wines found new marketing strategies to expand their markets using masterclasses and product awareness tours.
Last year, three associations sent wine ambassadors across Asia to expand on the groundwork for the 2023 marketing efforts. These ambassadors represented the most prominent wine-producing regions of Europe: the Interprofessional Wine Council D.O. La Mancha, Unione Consorzi Vini Veneti—U.VI.VE., and the National Interprofessional Organization of Vine and Wine of Greece (EDOAO).
In May 2024, European Wine Ambassadors successfully created masterclasses in major Asian towns, including Busan, Singapore, and Taipei. The events hosted 158 spirit distributors and showcased 48 wines.
European Wines Cements Wines Across Asia
According to a press release, many other trips were held across China and South Korea. The blog stated that “China is a vital market for the Interprofessional Wine Council D.O. La Mancha, Unione Consorzi Vini Veneti – U.VI.VE., and the National Interprofessional Organization of Vine and Wine of Greece (EDOAO). As the world’s largest consumer of red wine, China presents significant opportunities for European wine producers to expand their reach and engage with an increasingly sophisticated audience.”
The wine tours covered seven months across eight countries.
- October 17th in Hangzhou, China, with an attendance of 150 whisky distributors/
- From September 9th to 13th, a study trip with Chinese importers and media reignited interest in the La Mancha region.
- From November 7th to 9th, the European Wine Ambassadors presented three tailored Unione Consorzi Vini Veneti. Over 40 people assisted the masterclass daily. Each class lasted 45 minutes.
- On November 27th, The European Wine Ambassadors Campaign celebrated the second masterclass in Korea. Each event showed over 50 attendance.
- The Campaign concluded with three wine masterclasses held across China. The series began in Shanghai. 72 attendees participated, guided by knowledgeable presenters Ofilos Wu and Scarlett Ma.
