Italian wine rocks, I mean, discos China

The Vinitaly China Roadshow hustled through Beijing, Changsha and Hangzhou last week, with strong turnouts in all three cities. And with hit single 'Italodisco' regularly playing during these tastings, it was easy to find fingers snapping and hips moving while sampling wines.

I helped to contact Beijing bars and restaurants for the Italian Wine Week that overlapped the roadshow, co-organized by Veronafiere and ITA - Italian Trade Agency , and was able to join the trade tastings in Beijing and Changsha.

I also made some videos (click images to view).

Of the half-dozen trade tastings that I have joined in Beijing since 'zero COVID' ended last December, this one had the most enthusiasm.

According to Veronafiere, over 1,000 people registered for the Beijing tasting, which featured 60 exhibitors and 800-plus wines over 5 hours.

One reason I like Veronafiere events, including Wine to Asia in Shenzhen, is the inclusion of other drinks and foods, from ice-cold gelato to cutting-edge cocktails.

In Beijing, this meant coffee and coffee cocktails by De'Longhi and bar Hope & Sesame; cheese from Consorzio Fontina; pre-packaged cocktails by NIO; and treats like the liqueur Disaronno. (This is the rare wine show where the first whiff when you enter the foyer is of freshly brewed coffee!)

Of course, Italian wine starred at the event, and we saw a diverse lineup in terms of regions, styles, grape varieties and prices, from entry-level picks below RMB40 (USD5.5) to quality mid-range options at ~RMB120 (USD16.5) to pricier bottles. As well as a dedicated Barolo and Barbaresco zone.

I sent details re the event to numerous Beijing restaurant, bar and club people and it was good to see some show up and find new wines for their venues. I tried a dozen-plus Prosecco with one owner seeking bubblies and he found a good match.

(All three cities also had "master classes": I generally skip these and head straight to tasting wines with the importers / distributors, but it sounds like the education sessions were busy.)

Finally, the cavernous space at Rosewood Hotel Group helped with the mood. Typically, such tastings are held in mid-sized chandelier-centric five-star hotel event rooms, and don't have the best vibes. Having so much tasting space, plus a foyer in which to enjoy coffee cocktail or espresso, plus the organizers' music--cue 'Italodisco'!--was a bonus.

Changsha, a city of about 10 million in south-central China that is generating buzz for its food and drink scenes these days, also saw a strong turnout, with over 500 registered members, over 600 wines and 4.5 hours of tasting at the Niccolo Changsha . That turnout included a large number of food, drink and general KOLs. And lots of enthusiastic people asking questions about the wines.

This was a great chance for people to not only explore classic Italian styles and grapes but also the more recent wave of "craft" wines: natural, orange et al.

(The Prosecco and traditional-method sparkling wine were perfect for pairing with one of Changsha's most famous dishes: stinky tofu. I've found this salty spicy dish works well with many bubbles!)

In any case, good energy at this event, including by The Wine Guy (TWG), the last table pouring both in Changsha and Beijing--and, I'm told, Hangzhou.

Anyway, I don't get involved with many trade fairs, with those by Veronafiere, including the Wine to Asia exhibit in Shenzhen, an exception.

As noted, I like how the organizers include products such as cheese, cocktails, gelato, coffee and more; how they pursue new niches, such as the Living Wines and Young Chinese Winemakers sections at Wine to Asia; how they are open to looking at attendee experience beyond wine, including in terms of food and music and more; and so on.

Of course, in the end, the ultimate goal is sales, and the verdict is still out as both wine imports and local production in China have been falling for years.

But if you are going to fight to energize the China wine scene, then at least fight a good fight, and these efforts by Veronafiere certainly do that.

Also check out these two Q&8s I did with Veronafiere China's Simone Incontro on the local wine market, including consumption, trends, the rise of craft wines, trade fairs, Italian Wine Week, and more. There is one from September here and March here.

You can also find more info on my site Grape Wall of China.

A partial list of exhibitors on this year's tour: Gruppo Caviro , Tenuta Mosole , Savian, Tenuta Sant'antonio: Famiglia Castagnedi , CA' DEL SETTE , VALDO Spumanti , Casa Vinicola Sartori Spa , OTTELLA , Casa Paladin , Azienda Agraria Guerrieri , PASQUA VIGNETI E CANTINE SPA IN SIGLA P.V. SPA , @ItalyFun, @La Guardiense, Vecchia Cantina di Montepulciano , Cascina Chicco & Saraja, @San Silvestro & Costa di Bussia, Famiglia Cecchi, Banfi Wines , Villa Dante, FEUDO ARANCIO , Fantinel , Gruppo Mezzacorona , Stemmari, Conti Zecca , Bosca SpA , ZONIN1821 Group , Shanghai Sinodrink, Taste Italy! [ Business Strategies China Branch ] 美夏 , Interprocom Group , Giuseppe Campagnola, TWG: The Wine Guy, Shanghai Finigate, Shanghai Ouya Wine, Illva Shanghai, Santadi & Accornero, Shanghai G Cru, Shanghai Domen, @Yishe-Elena Fucci, @Revines, CWS, Uita International, Shanghai SAVA, Shanghai Pietra Rossa International Trading , Sarment , Zefiro Fine Wines, Agriment Italia , Giordano Vini - Vendita vini online , San Marzano Wines , Cantine Lizzano , Cincinnato Vini , @Compagnia Mediterranea del Vino, Poderi di San Pietro , Tornatore and Consorzio DOP Fontina .