The Diplomat
ICEX España Exportación e Inversiones and the Spanish Wine Interprofessional Organisation (OIVE) have signed an agreement to organise educational activities on the excellence and diversity of Spanish wine for professionals and consumers in the People’s Republic of China.
According to a statement issued by OIVE, the agreement reinforces and gives continuity to the collaboration initiated in 2021 between the two organisations with the launch of a training programme aimed at international professionals in the wine sector.
In a context of severe restrictions on mobility in China, this project is particularly valuable, since the training will be provided entirely in digital format and in Mandarin Chinese, the statement said.
The educational programme resulting from this agreement has a budget of 112,544 euros and includes three types of programmes taught entirely in Chinese, with the aim of meeting the training needs of very different user profiles: ‘Spanish Wine Specialist‘, aimed at professionals in the wine sector, ‘Spanish Wine Epicurean’, for wine shop managers, and ‘Spanish Wine Trader Course’, for wine-loving consumers. After completing the courses in each edition, participants will receive an official certificate accrediting their knowledge of Spanish Wines.
In order to make the immersion in Spanish wine an integral experience, the main wine pairings with the most emblematic products of the Spanish pantry will be presented in all the courses, according to the different regions, thus showing the Chinese public the Spanish gastronomic wealth as a whole.
This agreement between the interprofessional and ICEX multiplies the efforts that both institutions are making to promote the internationalisation of the wine sector in a strategic market such as China with limited mobility conditions.
In the case of the OIVE, the training courses will enhance the impact of the promotion programme they are already working on, financed with CMO funds, which will consist of developing an intense promotional campaign for Spanish wines, especially in Beijing, Guangdong and Shanghai.
For its part, ICEX will complete its promotional strategy for Spanish wines with a series of promotional activities organised in different Chinese cities (Open Days) aimed at supporting importers and distributors of Spanish wines in opening up new opportunities in important cities such as Nanjing, Guangzhu and Changsha.
