Judas and duck - An Argentina wine inspiration convinces the Chinese

"We are very happy that our wine has the personality to be the companion of a traditional Chinese meal", says Sebastian Olalla, sales manager with Sottano. "We are particularly happy about the fact that our wine 'Judas' has convinced the Chinese and that it has found broad acceptance among the Asian jurors".

"In 2008, Argentina exported wines in the value of 1,68 million dollars via Hong Kong to China", explains Andrew Maidment, UK & Asia Export Manager. "We exceeded this value already in the first nine months of 2009 with 1, 78 million dollars. I estimate our export sales to China to be plus 2,5 million dollars in 2009, which will be a plus of 50 percent in comparison to last year."

21 Argentina and 11 Chilean wineries were present at the last wine fair in Hong Kong. Representatives from Chile reported sales of 6.5 million dollars in wine exports to China in the period of January to August 2008. In the same period 2009, Chile was able to increase sales by 6.6 percent and achieved a turnover of 6.96 million dollars.

"Our investments for the launch in the Asian market are enormous", explains Arnaud Frenet, business director of the Chilean winery Viña Casa Silva. "In Hong Kong itself the market is already as ready as in America, just like Singapur or Japan, however, in other centers of China we are having slight problems. The mean Chinese want cheap wine, but we represent premium-wines that are not cheap."

However, Arnaud Frenet has found a successful way to get over the Chinese's focus on low prices. "Here in China we have built a so-called  -Estrategia- (marketing strategy) with the people, which is to inform about the wines. The more they know about wine, how it is produced, its quality etc., the less they think about the price. This is how we manage to sell wines that cost up to 250 dollars"

The total export numbers of Chilean wine reached 1.384 billion dollars in 2008, which makes the country to the South-American market leader with sales three times as high as other competitors. However, the competition is only superficial. Both countries, Chile and Argentina together with the United States are pooling their marketing activities in the future group "New World Alliance".

The "New World Alliance" will be launched in Germany at the ProWein in 2010. South Africa is also intending to join. "When we join together in order to reach the consumers, we will all have success." says Michaela Stander, Asia manager of the organization "Wines of South Africa". To be continued. (aw.yoopress)