Aragonese wineries 'share their secrets' with guests from Malaysia and Singapore

Reverse Mission

Aragón Exterior has organized a reverse mission with 13 importers and distributors from these Asian markets, who have visited nine wineries from the four designations of origin.

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The Aragonese wines They are no longer a 'secret' for the Asian consumers: 13 representatives of wine importing and distributing companies from Malaysia and Singapore They have visited nine Aragonese wineries throughout this week. This reverse mission, organized by Exterior Aragon (Arex) with collaboration from the Department of Agriculture, Livestock and Environment of the Government of Aragon, has allowed Asian delegates to learn first-hand how Aragonese wines are produced and the characteristics that make them unique. The action is framed both in the Arex Promotion Plan for Aragonese Wine in Asia 2019-2021 as in strategy #ShareTheSecret of the Government of Aragon to promote the food and wines of the community both in Spain and in the rest of the world.

 

The event held this week complements the work started in the trade mission to Malaysia and Singapore who organized Aragon Foreign during last June. Representatives of seven Aragonese wineries assigned to the designations of origin of Campo de Borja, Cariñena, Somontano and Calatayud.

 

Events

 

The Asian delegation that has visited Aragon Throughout this week it has been made up of importers and distributors representing three manufacturing companies. Singapore and another five of Malaysia. For four days they have been able to learn and understand in first person what the terroir, climate, orography, altitude and characteristics that make Aragonese wines unique are like, but also the philosophy of each of the wineries, the people who produce the wines and What processes and means they use.

 

The Asian professionals have had a complete agenda. On Tuesday they visited three wineries in the Somontano DOP: Enate, Bodegas Sommos and Bodegas Obergo; On Wednesday, the delegation traveled to the fields of the DOP Cariñena, where they learned about the work of Ignacio Marín Wineries, Great Wines and Vineyards and San Valero Wineries / Tierra de Cubas; and on Thursday, the visits were made to Aragonese Wineries (DOP Campo de Borja) and Payments from Acered and Bodegas San Alejandro (DOP Calatayud). The work days were extended on Thursday with a 'showroom' in Zaragoza, in which they were able to continue tasting different varieties and wines, in addition to holding personal business meetings with representatives of the wineries visited to be able to close agreements.

 

“I was already importing wine from a Campo de Borja DO winery, and now, after discovering how exciting Garnacha is and the importance it has in Aragon, I want to buy wine from more wineries and consolidate shipments” Edward Lee, Managing Director of Vine Valley Beverages.

 

 

Aragon wine exports to Asian markets have doubled in the last four years

 

 

Promotion of Aragonese wine in Asia

 

This reverse mission is part of the actions of the Aragón Wine Promotion Plan in Asia 2019-2021, a program to increase the presence, sales and knowledge of Aragonese wine in markets such as China, Singapore, Malaysia, South Korea and Vietnam. The initiative, developed by Aragon Foreign, takes the form of collective promotional actions - such as participation in fairs, events and direct and reverse trade missions - and the search for importers and product registration. Arex offers financial support of 50% of the cost of the action or project.

 

"The Asian markets constitute emerging markets where per capita wine consumption is currently relatively low, but notable growth is being recorded. "It is time to achieve a good positioning in these markets, as they are growing and have less competition at the moment than in already very saturated markets," he points out. Ramón Tejedor, managing director of Aragón Exterior.

 

In addition to this week's reverse mission, Aragonese wineries have already participated so far this year in the China Food & Drinks Fair 2019 in Chengdu (China), at the fair Seoul International Wines & Spirits Expo 2019 South Korea and in the direct mission to Malaysia and Singapore. In addition, they have also been able to participate in calls such as II Aragon Congress and the Asian Market, organized by Henneo and Exterior Aragon and celebrated last March.

 

The current reverse mission is not the first action organized Aragon Foreign so that Asian importers and distributors can get to know both the autonomous community and its wineries firsthand: last year, seven importers and distributors from South Korea also visited several wineries in the autonomous community.

 

Exports double

 

Aragonese wine sales Asian markets They have doubled in the last four years: if in 2014 they amounted to 8,7 million euros, the figure increased in 2018 to 16 million. By destination, the main buyer is China, with 9,5 million euros during the last year, followed by Japan, with another 2,33 million.

 

The number of Asian markets to which Aragonese wines reach has also increased in this period: if in 2014 the wineries exported to 13 Asian countries, in 2018 they were already present in 17 markets. The increase in sales has doubled in most of the countries to which it was already exported in 2014, although some markets such as China, Singapore, Hong Kong They have experienced more than notable growth.