Cava and Catalan DO wines promoted in China

On Thursday 29 July, as part of the European project 'European Quality Wines: Taste The Difference', Prodeca organised the first Tasting Day in Shanghai, at the InterContinental Shanghai JingAn hotel, a masterclasses led by wine educator Sam Cheng. The Chinese wine expert presented a selection of Catalan cavas and wines from the designations taking part in the project: DO Cava, DO Alella, DO Conca de Barberà, DO Costers del Segre, DO Empordà, DO Montsant, DO Terra Alta, DO Pla de Bages, DOQ Priorat and DO Penedès.

The event was well attended, with 50 trade visitors (importers, retailers, distributors, wholesalers, hospitality professionals and others) and trade journalists. The event highlighted the diversity of Catalonia's wine-growing territory — different altitudes and climates that allow very distinctive wines to be made, backed by a long wine-making tradition. An activity designed to publicise the guarantees of belonging to a DO: high quality standards, food safety, traceability, authenticity, respect for the environment, origin and territory.

🔝 #cava and #vinscatalans with DO continue their promotion in China🚀

🍷A new #TastingDay under way in Shanghai, as part of the https://t.co/82HWqTMqkP, a masterclass led by 𝘸𝘪𝘯𝘦 𝘦𝘥𝘶𝘤𝘢𝘵𝘰𝘳 Sam Cheng.

🔗https://t.co/DGAKycK2ed pic.twitter.com/47ve2o9hqL

— Prodeca (@prodeCAT) July 29, 2021

The 'European quality wines: taste the difference' project under way

This masterclass forms part of the activities of the European project 'European Quality Wines: Taste The Difference' (TTD.EU), a European project led from Catalonia by Prodeca, the promoter of Catalan food, with Unione Italiana Vini Servizi Soc. Coop. as European partner, which began in May. 

The European funding the Catalan wine and cava sector will receive through this project will be €2.5 million up to December 2023, with the aim of promoting cava and Catalan DO wines in the United States and China through promotional, informational and educational activities.

The activities are aimed mainly at trade operators, professionals and opinion leaders, regarded as strategic and influential groups for spreading knowledge and European wine culture in these two countries, and include events with the specialist press and sector players, participation in B2Bs (virtual and/or in person), fairs, inbound missions, masterclasses led by prestigious sommeliers, the creation of promotional materials and more.

China, a growing market for the Catalan wine sector

In recent years, Catalonia has strengthened the positioning of its wine products in the markets of China and the United States. In China, Catalan wine and cava exports account for 11% of the Spanish total, exceeding €10 million in 2020. In the first months of 2021 (January to May) they reached almost €6 million exported (an increase of more than 50% on the same months the previous year), topping 2 million litres. Cava exports stand out, growing 215% in value and 184% in volume, far above global cava export growth of 8% and 12% respectively.

In the United States, Catalan wine and cava exports account for 21% of Spanish sector exports, worth almost €55 million in 2020. In the first months of the year, reversing the negative trend of recent years, sales exceeded €27 million and 7 million litres, growth of 31% in value and 38% in volume on the same period the previous year. Sparkling wines, the main category of Catalan wine exported in recent years, grew 16% in value and 25% in volume.