Prosecco DOCG takes off in Asia: Treviso-based Astoria Wines has signed an agreement with Hong Kong’s national airline, Cathay Pacific Airlines for the supply of sparkling wine from the Unesco hills. For the next 6 months the Prosecco DOCG Valdobbiadene Extra Dry Astoria will in fact be served in the Premium Economy class on every scheduled flight of the company.
Filippo Polegato, CEO of Astoria, says:
“The agreement was born from a meeting at the last Vinexpo in Singapore, within a few months we organized the supply of 200 thousand bottles of Valdobbiadene DOCG”.
“It is the first time that Cathay has chosen Prosecco DOCG, they were looking for an internationally recognized wine, suitable for a very large and varied audience like that of their customers, but in line with the high quality of their service (Cathay is also this year in the top ten of the best airlines in the world)”.
“This is also why we strongly sought an agreement on Prosecco DOCG, which is fundamental to making the world consumer understand the Conegliano-Valdobbiadene area.
Astoria Wines strengthens its presence in the Asian market: its Valdobbiadene DOCG on Cathay Pacific Airlines flights
The Asian market is a fundamental market for Italian wine, where Prosecco has grown a lot in the last 15 years. Astoria has been present in the East for over 20 years.
“There are countries where the market is mature, like Japan, where the consumer is already more oriented towards Prosecco Brut. Here we noticed that, once the initial mistrust has been overcome, if you show yourself to be a correct and reliable partner both in quality and service you can create lasting relationships: there are Japanese customers who started buying from us 20 years ago and still continue today”.
“Then there are many other countries that have come closer more recently, today we work with Hong Kong, Singapore, Thailand, South Korea. In 2022 we crossed the finish line of 800 thousand bottles.”
Made in Italy remains a distinctive element of great value and the sector trade fairs, primarily Vinexpo Asia (which from this year alternates between Singapore and Hong Kong), maintain an important role in intercepting new opportunities.
Polegato concludes: “Thanks to Vinexpo this year we have further strengthened our presence by starting to export to Laos, Mongolia, Myanmar and the Philippines. The only sore point is the Chinese market where we have difficulty finding partners, but it is a market with great potential, like the whole continent.”