The Italian Ambassador in China, Riccardo Sessa, thinks Italian wines can best match good Chinese food.

"Italian wines and foods are symbolic of the Italian life style," he said at a press release of the 10th Vinitaly China. "I feel that Chinese consumers do not know Italian wines well enough, although China's consumption of wines has seen great leaps."

Vinitaly's world tour took Italian wine and olive exhibitors to Ritz Carlton Hotel Beijing on Nov 19 and the next day a grand food display was held at Piazza Italy, the largest Italian food center in the world, at Building 18, China Central Place. The tour stopped in Shanghai for two days and is in Macao today.

According to Giorgio Serra, who is responsible for wine projects with Buonitalia, China is the 3rd biggest importer of Italian wines but its annual growth far exceeds the first two importers, France and Australia. In 2007, the import level in China grows 11 percent.

"We will apply two ways of promoting Italian wines in China," said Serra. "Firstly, in Italian restaurants in Beijing and secondly, by matching Italian wines with Chinese food."

Giovanni Mantovani, director General of VeronaFiere, said: "China, as well as Japan, are markets still considered as emerging for wine and over the next few years will see very high growth rates in consumption."

Unaprol, the Italian Olive Consortium, developed "Porfoil: The Italian quality extra virgin olive oil show", to present the best of Italian olive oil production.

Every city visited by the tour will organize tastings, seminars and workshops targeting the main importers, distributors, restauranteurs, caterers and hoteliers, as well as the media. About 60 Italian wine companies will be involved in each stage. For more details, go to www.vinitaly.com.

(China Daily November 25, 2008)