An upcoming conference at UC Davis will offer insights into selling wine in China.

A one-day conference on April 13 at UC Davis will examine the evolving wine import market in China.

“Insights into the Changing Wine Market in China,”hosted by the Confucius Institute and Global Affairs, features a panel of international speakers exploring ways to promote California wines in the unique Chinese market and share insider tips they have learned along the way.

The speakers, from California, France, China and Australia, all have research data as well as direct experience in the Chinese wine market. They will address recent radical market changes, brand development, the appearance of informed consumers, the different distribution systems, the emergence of local competition and the necessity of a digital brand presence in China.

The conference registration fee includes lunch, and a reception at the end of the day.

The conference is designed for winemakers who would like to sell their wine in China or increase sales. According to the organizers, despite recent upheavals in the Chinese stock market, the consumer market continues to expand, and there is much interest in lifestyle goods.

The list of speakers includes:

— Christopher Beros, of the Wine Institute of California: Historical overview of the wine market in China

— Justin Cohen, Ehrenberg-Bass Institute for Marketing Science at the University of South Australia: How California wine brands can grow in China

— Lefa Teng, Jiangnan University, Wuxi, China: Building a brand in China

— Pascal Durand, University of Burgundy: The appearance of bona fide domestic competition

— Jim Boyce, the Grape Wall of China: The rise of the Chinese consumer

— Adam Ivor, Gliding Eagle: The DTC (Direct-to-Consumers) route and digital media presence

— Michael Paar, Wente Vineyards: The Chinese distribution system

Darrell Corti of Cort Brothers Grocery and WineMerchants in Sacramento will lead a panel discussion following the presentations.

The conference takes place from 9 a.m. to 3:45 p.m., followed by a reception, at the Alumni Center at UC Davis. Tickets are $75, $50 for UCD employees, and $25 for students. Visitor parking is available for $9.

The event is co-sponsored by Jiangnan University, and the Department of Viticulture and Enology, the Department of East Asian Languages and Cultures, the Graduate School of Management, the Robert Mondavi Institute, and the California Institute of Food & Agricultural Resources, all at UC Davis, as well as the Wine Institute of California.


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