Wines from German regions with a strong spring performance in Asia

04.06.24

With the Riesling & Co. China Roadshow 2024 and the first participations at Prowine Tokyo and Prowine Singapore, the German wine industry successfully presented itself in Asia and set promising impulses for the further development of the Asian wine market.

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Riesling & Co China Roadshow 2024, Beijing
Riesling & Co China Roadshow 2024, Beijing

Riesling & Co. China Roadshow 2024

The Riesling & Co. China Roadshow 2024, which was held in Xi'an, Beijing and Shenzhen in April and May, came to a successful conclusion in Shanghai on 3 June. More than 40 wine importers and wineries took part in the table presentations, which attracted a total of over 1,800 wine professionals at all four locations. According to Chinese wine experts, a strong increase in white wine consumption is expected, particularly in the coming summer season.

In addition to the large tasting area, the seminars organised by Mateus Wu, China representative of Wines of Germany, also attracted large numbers of visitors. Participants were able to learn about the typicity and diversity of German Riesling and other white grape varieties such as Silvaner, White Burgundy and Chardonnay as well as new market opportunities through changing consumer trends.

 

With the rise of Generation Z and evolving global wine consumption patterns, refreshing white wines are at the top of the popularity scale. In the Chinese market, which is currently predominantly centred on red wine, there is significant potential for market expansion with white wines. Market research data and expert analyses indicate that slightly sweet, fruity and low-alcohol Rieslings at fair prices will become a new growth driver for the industry.

Prowine Tokyo and Prowine Singapore

The Federal Ministry of Food and Agriculture (BMEL) offered the German wine industry the opportunity to exhibit its products at the trade fairs Prowine Tokyo from 10 to 12 April 2024 and Prowine Singapore from 23 to 26 April 2024.

Successful premiere

A total of 23 wine and one spirits exhibitor were present in the German pavilion at the first edition of the trade fair in Tokyo, as well as four other wine producers. This strong presence was very well received by Japanese trade visitors. The German Weinkönigin Eva Brockmann held free short seminars every day, gave interviews to the trade press and accompanied the German ambassador Dr Clemens von Goetze on his tour of the trade fair. At the tasting stand, one wine per exhibitor was offered for tasting, which was used extensively by visitors as an initial orientation to the German product range. The Rhineland-Palatinate Ministry of Economic Affairs (MWVLW) also supported a matchmaking programme in which 16 importers attended 53 appointments.

First participation in Singapore

Eleven wine producers took part in the very well-attended fourth Prowine in Singapore, which is organised in combination with Food & Hotel Singapore every two years. With a pole position directly at the entrance and two renowned sommeliers at the tasting stand, the German exhibitors were sure to attract the attention of trade visitors from Singapore, Malaysia, South Korea, India, Indonesia and other Southeast Asian countries. Jessica Himmelsbach fulfilled her role as ambassador for German wine with commitment and expertise and guided them through an intensive seminar programme. She also accompanied Riesling Week events every evening.

The BMEL supported this promotional campaign as well as the kick-off event at the Raffles Hotel Singapore, at which Ambassador Dr Riedel also welcomed the exhibitors and guests from the trade, gastronomy and the press.

Outlook: “Summer of Riesling”

Wines of Germany China is launching the two-month “Summer of Riesling”promotion with retailers and restaurants in July, which will provide further promising impetus for German wines this year.

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