Tenute Rubino > Press Area > Announced > Tenute Rubino in China and in Poland

With its presence at the thirteenth edition of "Food and Hospitality" in Shanghai and at the seventh edition of 'Enoexpo' in Cracow, Tenute Rubino adds two new important steps to the process of internationalization of the winery, introducing, in these two important appointments, the new communication and marketing strategies for foreign countries. The double occasion is fruit of a new initiative launched by five great trademarks of the Apulian oenology that, together, have given birth to the Consortium "Puglia Best Wine". A new actor on the stage of the high-quality wine in Apulia, wanted by the wineries to develop a new promotional approach in the more prestigious and demanding international markets.

Tenute Rubino generates 70 percent of its sales abroad and begins to enter also two new emerging and promising markets, namely Poland and China. In these countries, the propensity to consumption of high-quality wine has been rapidly growing, thanks also to the increase of those economic, organizational and informational conditions which can favour a regular development of such consumption in the next years.

'The Italian wines, and particularly those produced in solar belt regions, with typically Mediterranean pedoclimatic conditions – says Luigi Rubino – are able to attract the attention of more and more careful and informed customers, looking for the optimal balance between price, high quality and tradition. The wineries have to be able to dialogue with these emerging markets, and to develop the necessary trading and distribution relationships,  through the selection of the most professional and trustworthy import companies. With this purpose we are going to face the next appointments in Poland and China, well aware that it will take time and a considerable amount of teamwork. On our behalf, there is always the great fascination of the Italian tradition and of a wine and food civilization, which is renowned and appreciated all over the world.'.

The wine market in China has seen a slow but continuous growth in the last five years, achieving the ninth position in the world for volume of business. The value of imports of wine to the land of the Great Wall should reach an amount of 870 millions of dollars within 2017, almost five times more than the current value of the U.S.A. According to a number of statistics, in the first five months of 2008, China imported almost 89 millions litres of wine, with an increase of 10,3% more than in 2007; whereas, the total amount of the imports has grown to the record level of 310 millions of dollars, with a considerable and encouraging positive variation on annual base.

'The potential that can be found in the Chinese market for the Italian high-quality wine is really relevant, but requires strategic marketing policies and consequent important investments. The individual wineries cannot manage alone. The birth of the Consortium "Puglia Best Wine" meets, to some extent, the requirements of rationalization of the actions and of optimization of the costs. We are going to take a jump in quality and we are sure that the results will soon arrive'. The exports of the Italian wine can find a fertile field in the Chinese market, in which 'the forecast of GDP growth – says Luigi Rubino – are again with two figures.'. Therefore, there is great expectation for the appointment in Shanghai. 'The main feature of the Food and hospitality Fair – says Luigi Rubino – is that the 98% of exhibitors present in Shanghai is represented by great international trademarks and of high reputation. According to our sources, the results achieved by the Italian companies in the past edition were much better than the expectations, so that, for this edition, the organization has destined a larger space to the companies of our country, a sign not to be underestimated. These elements – says Luigi Rubino – confirm that the Chinese public is ready to receive products of high quality and of image, whose organoleptic and varietal characteristics can represent an important added value for the competition. In Shanghai, we will make known, through our wines, the unique and extraordinary region of Salento, with its strong, millenary viticultural tradition. Negroamaro, Primitivo, White and Black Malvasia are nowadays the native grape varieties of Apulia best known abroad'.

At the exhibition in Shanghai an interesting selection of the best wines and vintages of Tenute Rubino will be tasted: from Torre Testa 2006, Susumaniello 100%, the company’s leading wine, to an extraordinary and very fragrant Vermentino 2008; and also Marmorelle Rosso 2007, produced with Negroamaro and Black Malvasia grapes. From the 2007 vintage the following wines will be present: Negroamaro, Punta Aquila (primitivo 100%) and Aleatico, the only sweet wine of the range.  Stand in The Hall W1 box nr. 1BA07

Of equal importance is the appointment with the Enoexpo – the International Wine Trade Fair in Cracow, the only professional wine-focused event of its kind in Poland. The polish market, which has been continuously growing, is among those considered emerging, even though the wine is still a product destined for an elite public. However, this circumstance should not mislead: there is an increase in the number of the people wishing to discover the world of high-quality wine and looking for new and different products, able to represent the countries of origin. Enoexpo confirms this trend, and in the next edition, will offer new occasions of promotion for those wineries which have seen, in this market, interesting opportunities of growth. The organization of the Fair in Cracow has arranged a very rich programme, including a great number of business to business meetings for the producing companies, with the purpose of favouring the meeting between supply and demand.

'For the first time we are present in Poland – says Luigi Rubino, owner of the winery – with the awareness that this new emerging market can represent, in the future, a crucial and profitable commercial channel for our Mediterranean and sunny wines, rich in history and future'. On the stage of Cracow Tenute Rubino will propose the white wines Vermentino and Marmorelle Bianco, both from the 2008 vintage, and the red wines Negroamaro, Punta Aquila, Marmorelle Rosso and Aleatico, all from the 2007 vintage. Stand nr. E1.


Brindisi, November 2009
The Press Agency Italy/Abroad

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