La Mancha DO wines close their EUWINA campaign in Asian territory.

THE REGULATORY BOARD SUPPORTS THE PROMOTION OF ITS WINES IN ASIA AFTER ALMOST THREE YEARS OF THE EUWINA PUBLICITY CAMPAIGN.

During the last few weeks of November, China, South Korea and Hong Kong completed the 2024 international promotion of La Mancha DO wines. It was also the end of the European Wine Ambassadors (Euwina) campaign, in which the La Mancha Designation of Origin collaborated with Wines of Greece and UVIVE (Wine Union of the Veneto-Italy Consortium).

As described by Marisa Flores, Head of ‘Perspectiva Asia’, the contact agency in the East, the EUWINA campaign began in 2022 and focused “its attention on four target countries in the Asian market, specifically China, Taiwan, South Korea and Singapore. The campaign included 24 training days in the form of 75 seminars attended by more than 4,500 delegates and presented close to 400 wines tasted in more than 27,000 wine glasses”.

This has made a considerable and at the same time fundamental impact in the words of Ivan Hui, a Chinese sommelier and regular collaborator with La Mancha wines, who said that “La Mancha wines are showing very good potential in the Asian market but we need to continue raising their profile with tasting seminars and events like these”.

Last promotional push of the year

This autumn promotion on Asian soil is a major endorsement of the image of La Mancha wines and comes only months before the arrival of the Chinese New Year in January 2025, an important time for the sector when the demand for Western wines is particularly high.

These final seminars were held first in the Chinese cities of Shanghai and Xiamen before moving on to Seoul, the capital of South Korea, with Hong Kong, the iconic gateway to the wine market in the Asian region, being the last stop on the EUWINA route. This was a European Wine Ambassadors (EUWINA) campaign, supported by EU funding and aimed at promoting and bringing a set of high quality wines from European regions closer to the Asian professional public.

Participating Wineries

On the first visit to China (Shanghai and Xiamen), the following wines were tasted at the seminars:

• • • Lacruz Vega Syrah 2022 – Bogarve 1915
    • Triunfador 2023 – Bodegas Verdúguez
    • Marqués de la Carrasca Crianza 2020 – Bodegas Lozano
    • Caballero Hidalgo Reserva 2018  – Virgen de las Viñas Bodega y Almazara
    • Estola Gran Reserva 2016 – Bodegas Ayuso
      

        Seoul

      • Marqués de Castilla Airén 2023 – Bodegas Cristo de la Vega
      • Epílogo Sauvignon Blanc 2023 – Bodegas Yuntero
      • Ojos del Guadiana Selección 2022 – Bodegas El Progreso
      • Estola Selección 2021 – Bodegas Ayuso
      • Finca Antigua Crianza Petit Verdot 2020 – Finca Antigua
      • Canforrales Crianza Cabernet Sauvignon 2020 – Bodegas Campos Reales
        

        Hong Kong

        • • Torre de Gazate Airén  2023 – Vinícola de Tomelloso
          • Los Molinos Tempranillo – Félix Solís
          • Pata Negra Barrica 2022 – García Carrión
          • Lacruz Vega Syrah 2022 – Bogarve 1915
          • Arteto Crianza 2019 – Bodegas Artero
          • Pingorote Crianza 2019 – Bodegas Latúe