Vinitaly goes to Hong Kong

Veronafiere, the company that runs Vinitaly, is to sign a Memorandum of Understanding (MOU) with the government of Hong Kong which may result in a Vinitaly-style wine fair in Hong Kong.

This follows up the commitment signed in May 2009 in which Italy and Hong Kong agreed to co-operate on wine-related businesses.

The new MOU focuses specifically on a partnership with the Hong Kong Trade Development Council’s International Wine & Spirits Fair.

Benjamin Chau, Deputy Executive Director of the HKTDC, is meeting with Italian government officials and trade associations and will attend Vinitaly – 8-12 in Verona – specifically to finalise the new agreement.

‘Italy recognises Hong Kong’s efforts to become a wine hub for Asia,’ said Giovanni Mantovani, CEO of Veroniafere.

‘Under the umbrella of Vinitaly, Italian producers will be able to communicate with the local Hong Kong market – and also develop Asian markets in general.’

In 2009, Hong Kong imported €9m (£7.9m) worth of Italian wine, almost 20% more than the previous year.

‘In the past, Italian producers have held various tastings in Hong Kong but in a very fragmented way,’ said Mantovani.

‘With Vinitaly World Tour as the brand, plan to take a more targeted approach to promoting Italian wine.’

Vinitaly – now in its 44th year – is the largest wine fair, with around 4,500 exhibitors.

The HKTDC Wine & Spirits Fair had its second edition in November 2009, with 525 exhibitors.

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Written by Maggie Rosen

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Maggie Rosen is a wine journalist, editor and author, hailing from New York but based in London. Aside from Decanter, she has contributed to the Financial Times, The Drinks Business, Harpers Wine and Spirit Weekly, The Wall Street Journal, The World of Fine Wine and Meininger's Wine Business International. She is also a member of the Circle of Wine Writers.