Lugana Wine Gains Chinese Interest Amid Cultural and Commercial Ties

Lugana speaks Chinese. Or rather, Lugana producers may have to get used to doing so.

Just a few days ago, a visit surprised the quiet of one of the main Lugana wineries, “la Provenza“, in Brescia, a few kilometers from Peschiera.

A phone call preceded the entrance to the winery’s courtyard of a long, dark car with diplomatic license plates. The person disembarking was the Chinese Consul General in Milan, Gao Cunming, accompanied by his deputy Niu Xiling.

Purpose of the visit and cultural interests

«The reason for the visit», explains Fabio Contato, owner of the winery, «was the interest that the Chinese are showing towards Lugana. The consul, in particular, tasted our wine in some restaurants in Milan and was very impressed».

But the visit was not personal. «The Chinese consulate in Milan, from what the same consul told us», continues Contato, «is interested in establishing commercial and cultural relations with some areas of our territory.

Lake Garda and its products could represent one of these areas». It is not entirely improbable that a twinning agreement might be established between Desenzano and some tourist centers of the People’s Republic and that this visit could foster an opening of the vast Chinese market to certain products, including Lugana.

Results and prospects for Lugana

«Lugana sparkling wine, Lugana DOC, and Lugana Superiore have certainly performed well, and according to what the consul told us, it’s now time for his people to appreciate them as well».

«We visited China Vine in Shanghai two years ago», states the president of the Lugana Wine Protection Consortium, Francesco Giraldi, «and clearly, this visit is also a result of the effort we made then to promote our products.».

Let’s not forget that the Brescia and Bergamo Chambers of Commerce have representation offices in China, and our wine had already made a good impression there at that time. This commercial opening, confirmed by Consul Gao Cunming’s intention to visit again soon to deepen contacts, is naturally of interest also to a part of the Veronese territory directly involved in Lugana production, not to mention that the entire Veronese area would be involved for other products, one for all, olive oil.