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California STEP to Host State’s Wineries and Craft Breweries at Hong Kong Int’l. Wine and Spirits Fair


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The California State Trade Expansion Program (STEP) will provide an unprecedented opportunity for the state’s wineries, wholesalers, and craft breweries to sell directly to buyers in Southeast Asia and China by sponsoring a pavilion at the Hong Kong International Wine & Spirits Fair 2017 from November 9-11, 2017.

The Hong Kong International Wine & Spirits Fair is the premier beverage trade show in Asia with more than 1,000 exhibitors and 30 national pavilions/regions supporting nearly 20,000 visitors from all over the world.

The Centers for International Trade Development (CITD), with funding support from the California State Trade Expansion Program, will be hosting a “Wines of California” pavilion for small wine, spirits and beer companies to market their products to Hong Kong, Southeast Asia and Chinese importers, retailers and distributors. Hong Kong has become one of the pre-eminent global locations for the import, distribution and auctioning of fine wines due to a strategic move to eliminate import tariffs in 2007.

“The Hong Kong Int’l. Wine & Spirits Fair has been a great show to access the Chinese market,” asserted Dwight Bonewell, president of West Coast Wine Group, Napa, Calif. “The middle class in China is growing rapidly and the number of consumers purchasing imported wines has grown 26% in just two years, according to the research firm Wine Intelligence. The other interesting thing about the Chinese market is that the average price paid per bottle has risen 47% in the last two years according to The Wine Institute, which is good news for the premium wine category.”

“The Hong Kong International Wine & Spirits Fair is a platform that really fits small California wineries and spirits companies entering or expanding in Hong Kong/China,” said Jeff Williamson, California STEP project director and director, CITD. “The importers and distributors at the event really specialize in bridging the knowledge and logistics gap for getting products into China and other parts of Asia, which is critical for small and new-to-market companies.”

U.S. wine exports, 90% from California, reached $1.62 billion in winery revenues in 2016 while Hong Kong ranks as the third largest importer of California wine after the European Union & Canada, totaling $99 million in value.

The 600 sq. ft. California Pavilion will feature 12 pouring stations in the format of a tasting bar and offer media coverage exclusive to California Pavilion participants. In addition, CITD’s “Wines of California” branding campaign will leverage Hong Kong’s position as a lead market and trendsetter for other markets in Asia with optional business matching meetings arranged as well.

To register for STEP, visit www.citd.org/register; to register for a booth, visit www.hktdc.com/hkwinefair. For more information, please contact: Mr. Jeff Williamson, Centers for International Trade Development, (909) 556-6639 or jeff.williamson@rccd.edu or Ms. Teresa Hung, Hong Kong Trade Development Council, (213) 223-1638 or teresa.m.hung@hktdc.org.

About the HKTDC

A statutory body established in 1966, the Hong Kong Trade Development Council (HKTDC) is the international marketing arm for Hong Kong-based traders, manufacturers and service providers. With more than 40 offices globally, including 13 on the Chinese mainland, the HKTDC promotes Hong Kong as a platform for doing business with China and throughout Asia. The HKTDC also organizes international exhibitions, conferences and business missions. For more information, please visit: www.hktdc.com/aboutus.

About California STEP

The California State Trade and Export Promotion (California STEP) project leverages a state-wide network of state, federal, private and non-profit trade promotion organizations to facilitate export promotion, activities, serving targeted industries, to drive exports for small businesses. Managed by the California Department of Food and Agriculture, the Governor’s Office of Business and Economic Development, and the California Community Colleges’ Centers for International Trade Development, supported in part through a grant from the U.S. Small Business Administration, the network of STEP Partners implements a range of export promotion programs serving multiple industry sectors. STEP Director Williamson is hosted by the Riverside Community College District.

 
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