Summary: Not so many Chinese know about Conegliano Valdobbiadene Prosecco DOCG. Here are some suggestions to make it more famous and raise their sales in China. This article is the translation of the Chinese article《普洛塞克起泡酒的推广建议》published in Issue 88 of Fine Wine and Liquor.
As a journalist of Fine Wine and Liquor (a magazine in China since 2001) , I attended Vino in Villa, a traditional event dedicated to promote Conegliano Valdobbiadene Prosecco DOCG, in Italy several times. Sparkling wines are more and more popular in China but Prosecco is still not famous; it is time for prosecco, especially Conegliano Valdobbiadene Prosecco DOCG, to enter China market. Here are some of my suggestions to develop the market of Conegliano Valdobbiadene Prosecco DOCG in China:
1, Champagne is very famous in China while most Chinese consumers do not know Prosecco. First we should let people know Prosecco is from Italy and it is a sparkling wine. Then we could let consumers taste it and tell them Conegliano Valdobbiadene is near Venice; it is a region producing quality prosecco which is called Conegliano Valdobbiadene Prosecco DOCG.
2,Many Chinese think it is difficult to pronounce “Conegliano Valdobbiadene”, which is long and hard to pronounce or remember. It is one reason that in Chinese restaurants people will not order it. Could the region think of a shorter nickname for “Conegliano Valdobbiadene”, such as “Cova”, as the Hong Kong wine critic Ronny Lau suggests? A friendly and easy-going nickname in Chinese will help Chinese consumers remember Conegliano Valdobbiadene region. At the same time, we could put both the original long name and the short nickname of “Conegliano Valdobbiadene” together to let people know the “correct” name of the region.
3, The market strategy of Conegliano Valdobbiadene Prosecco DOCG could be easier to understand and more Consumer-Friendly instead of emphasizing its terrior and technology. Even many wine experts are not able to distinguish the tiny difference between the sub-regions of Conegliano Valdobbiadene. In this way, why not put all the attentions to the whole region? If the region has to put a higher classification, maybe focusing on Cartizze is enough. All the other wines in Conegliano Valdobbiadene Prosecco DOCG except Cartizze, people could regard them as the same quality. It will be more Consumer-Friendly.
4, About the image of Prosecco, a lovely neighbor girl you could meet every day is better than a serious, modern lady you just meet occasionally in the important parties. So we could take Prosecco as daily-drinking, easy-understanding wines. No need to emphasize its complexity.
5, “The Fresher, The Better.” In Chinese market, wine consumption is increasing but many people do not know wines. People will store wines for a long time. Prosecco wineries should strengthen the point on wine label/box/other promotion channels that Prosecco is different and it should be tasted freshly.
Finally, Consorzio di Tutela del Conegliano Valdobbiadene and wineries could organize more promotion events in China. Let more Chinese taste their products and the good quality will speak loud itself.
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