California needs to considerably improve their wine promotion in China,according to Lieutenant Governor of California, Gavin Newsom. Addressing attendees of last week’s first ever California Wine Summit, Newsom said, ‘We don’t promote as much as we should, especially in the crucial market of China. I’ve just been to Hong Kong and China and there is serious opportunity, but my impression is that consumers there have no idea of what we have to offer.’Continuing he commented, ‘I argue that there is a vacuum of leadership and we as an industry need to reconcile that quickly.’ This opinion accurately reflects the China market and also the results of the CWSA which show French, Australian, Spanish and Argentinian wines to be far exceeding the success of USA counterparts.
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