Franciacorta in China, a long-term vision…

To effectively tackle the Chinese markets, it goes without saying that it is necessary to have a long-term view and a strategic approach. The experience of the Consorzio Franciacorta until now in China provides an example of such wisdom...

The first step to their strategy was to conduct thorough research on the ground to understand the actual realities not only of sparkling wines in general but Franciacorta in particular. This involved many interactions with actual stakeholders in the market. It culminated in a thorough presentation to the producers to inform them of the realities and lay the path ahead.

The second was to identify (and register), through a rigorous process, the best possible Chinese name for their brand. Most importantly, one that resonates with native Chinese speakers. This is a critical step when marketing in China, a step that is unfortunately oftentimes overlooked by many who are in a hurry without a long-term vision.

The third was to translate into simplified Chinese the most critical information about Franciacorta and the factors affecting its styles so that it can be used to create an effective institutional brochure and a dedicated page on their website.

The fourth was to design a dedicated course to be delivered in Chinese that not only acknowledges the need to establish a market for its wines but also empathises with the specific needs of Chinese wine professionals.

This process requires time, attention to detail and vision.

Mostly, it requires courage and patience for the steps needed to initiate this critical first stage of the long-term strategy are low-key and conducted behind closed doors. They lack the high-profile pyrotechnics that gives many the empty assurance that "something" is being done for their success in China.

It gives me great satisfaction to have had an active role in influencing and guiding this initial stage. For me, the work of an “Ambassador” was always so much more than conducting a few masterclasses here and there. It was to be involved from the get-go with establishing an effective strategy to favour long-term success. Most of all, however, I feel privileged to have worked under the leadership of Silvano Brescianini, the President of the Consorzio.

Now that the bases have been established, the "construction of the cathedral" can be initiated. The next stage of their strategy will no doubt be implemented with great skill and foresight. I wish the Consorzio and each of its members the success they so much deserve in China in the years to come!

Through a rigorous process, the best possible Chinese name for Franciacorta was identified. Most importantly, it was the one that resonated the most with native Chinese speakers.