La Rioja will be present at the largest wine fair with the greatest potential in the Asian market, ProWein Asia. There will be an institutional stand where 26 wineries will be exhibiting their wines. The event will be from 7 to 10 May in Hong Kong.
The General Director of Rural Development, Daniel del Río, presented this new initiative within the agri-food promotion strategy of the Government of La Rioja. They want to facilitate the presence of small and medium enterprises in national and international fairs.
“The investment effort that we have been making in recent years is important to strengthen the Rioja brand and improve positioning and sales in foreign markets, and as is the case here, with great potential for development such as China”, he highlighted.
The Government of La Rioja is backing for the third time the participation of Rioja wine companies in ProWein Asia. In the event, there are only professionals in the sector.
In addition, as in previous promotional events held in Singapore, this year’s Hong Kong edition will maintain the dual format of individual participation or through a common area where wines can be tasted.
Del Rio has noted that it is a free port and has no tariffs and taxes on wine so “is an important route for wine entry and subsequent re-export to other markets, mainly China”.
In this sense, China has already become the fifth wine consuming country in the world. Also, the country has great growth potential due to the development of consumption habits. As far as Rioja wines are concerned, this is the fifth market for the DOCa, reaching 4% in volume.
In the common area exhibitor, visitors will be able to choose between 50 wine references. Also, there will be a space where the wineries will be able to use to hold work meetings.
The regional government will invest 108,400 euros to support participation in this fair. Also, the companies will pay 200 euros, and take care of transport and accommodation. Finally, the company Global Lles is responsible for a stand with a natural wood structure, in which there is visual and physical permeability between the exhibitor area and the tasting area.