Aprirà il 2 aprile a Shanghai la Taste Italy! Wine Academy (意会!葡萄酒学院), la prima wine school italiana interamente dedicata agli enoappassionati cinesi, targata Business Strategies.
Lo hanno annunciato al Chinese Wine Summit di Shanghai la Ceo della società fiorentina, unica compagine italiana invitata all’evento, Silvana Ballotta, e Jancis Robinson, winecritic, scrittrice e giornalista del Financial Times. “Dagli Stati Uniti ai mercati emergenti, i processi di internazionalizzazione del vino italiano sono passati e continuano a passare attraverso l’educazione del consumatore – ha spiegato Ballotta all’evento riservato agli operatori del vino cinese –. Occorre proporre un sistema di long life education per il consumatore finale. Non dobbiamo dimenticare che, per radicare la cultura del vino ed in particolare di quello italiano, bisogna agganciare le persone comuni con informazioni semplici ed efficaci, lasciando i tecnicismi agli addetti ai lavori”. Per Jancis Robinson, intervenuta alla tavola rotonda: “L’attenzione dei consumatori cinesi si è spostata dai super alcolici a prodotti più leggeri come il vino. Oggi siamo di fronte a una nuova generazione di consumatori, giovani, sempre più sicuri di sé e selettivi nella scelta dei vini; il nostro compito – ha concluso Robinson – è quello di fornire loro gli strumenti per fare queste scelte con consapevolezza e maturità”.
La scuola, patrocinata Ismea, avrà sede nel quartiere di Xintiandi della città più popolosa del mondo, noto per la sua impostazione occidentale e per l’apertura al vino europeo, e offrirà corsi dedicati a Wine Lovers (I e II livello), a cui seguiranno anche i corsi Wine Professionals (I e II livello). L’approccio al vino, dalla cultura del prodotto alla degustazione, sarà quindi mediato da una costante attenzione ed “educazione all’italianità”, a partire proprio da una presentazione complessiva delle eccellenze del Belpaese. L’insegnante sarà Sam Chen, Sommelier certificato WSET, attualmente insegnante WSET e speaker per diversi eventi sul vino italiano, oltre che brand ambassador per alcune cantine italiane. “In Cina c’è voglia di vino italiano – ha aggiunto l’AD della società fiorentina specializzata sui percorsi di internazionalizzazione delle piccole e medie imprese –, lo dimostrano anche i numeri delle iscrizioni all’Accademia, sold out fino a settembre. Per intercettare questo interesse ci vuole una strategia capillare, dalla promozione, alla sperimentazione di modalità di integrazione del vino italiano con la gastronomia cinese e alla conoscenza del mercato cinese. Tra le iniziative che abbiamo in campo per il 2016 – ha concluso Ballotta – a Vinitaly presenteremo un’indagine sui consumatori cinesi con un focus Nomisma sulla fascia 20-35 anni, i coetanei dei Millennials americani”.
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