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Learn from the masters

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It is increasingly generally accepted within the wine and spirits business in Asia that market education is the key to sales success. Consumers are becoming more sophisticated in their tastes. Many more are now moving from making choices on a basis of simple brand recognition towards discerning personal preferences that reflect real understanding of a wide range of products.

There is a growing demand for detailed information, which frontline sales staff and food and beverage personnel have to be able to supply. This means they in turn need continuous education, upgrading and updating their professional knowledge. VINEXPO Asia-Pacific 2012 is one of the best opportunities they have to learn.

This year's show will enable professional visitors to find out about new products and vintages, while organisers have also arranged many special presentations and tastings.

A particularly important element of the programme is a series of sessions grouped together under the banner of the VINEXPO Asia-Pacific Academy, which offers a three-day calendar of more than 60 events.

Structured tastings have been organised by nine major producing countries: Italy, which will focus on wines from the Piedmont region made with the nebbiolo grape, France for the Bordeaux, Burgundy, Alsace and Beaujolais regions, Spain, Australia, New Zealand, Germany, Brazil, Chile and Argentina.

There will be opportunities to hear the views of and put questions to leading winemakers and wine and spirits authorities.

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