Italian wines see rosy future in China

Growing appetite for new varieties prompts consumers to look beyond traditionally popular French and Australian offerings

In the past, Chinese consumers tended to be less familiar with Italian wines than their French and Australian rivals, which entered the Chinese market earlier. Now, quality-conscious drinkers are taking an interest in a more diversified range of wines, driven by growing incomes and increasingly sophisticated tastes.

Italy, with more than 60,000 wineries, produces more than a quarter of the world's wine. It is continuously pushing ahead with promotion of its wines in China, as it is bullish on the significant growth potential.