'Cin cin, China!' as Italian winemakers eye ambitious millennials

Red wine paired with Beijing duck might still be a novelty, but Italian vineyards are aiming to make it more common place and boost exports to China, by targeting millennials and females who are ready for new experiences.

"We are very positive about Italian wine's market prospects in China and we expect to see market share doubled to about 15 percent in three years," said Amedeo Scarpa, trade commissioner of Italian Trade Agency in an interview with China Daily.

In the first quarter of this year, Italy is already the fourth-largest wine exporter to China by value at $55.64 million, and it accounted for 7.03 percent market share, according to data company World Trade Atlas.