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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.

Bordeaux 2009: All the coverage

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Written by Maggie Rosen

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