Forty Napa Valley Vintners Head to China for Trade Mission

The Napa Valley Vintners (NVV), the 67-year-old non-profit trade association charged with promoting and protecting America's most renowned wine growing region will once again lead a multi-faceted, week-long trade mission to the Republic of China beginning April 25 with stops in both Shanghai and Beijing.

"This will be our eighth official visit to China and Hong Kong since 1998 and this year we have vintners from 40 Napa Valley wineries, the most robust participation in this market to date," said NVV Executive Director Linda Reiff.

"China is an incredibly strategic market from a number of perspectives, including its steadily growing economy that finds more and more of its people with income to purchase fine wines from around the world. For this reason, it's important for Napa Valley wineries to be in the market and on the world stage representing the best from the United States."

Some 40 vintners will meet with wine trade, media, targeted consumers and political leaders at a variety of tasting venues in both cities throughout the week. Exposing these key audiences to the innovative, quality-driven wines of Napa Valley, educating on the unique attributes of the appellation and meeting the people behind these iconic brands will be top of the agenda as vintners look to open trade or enhance their shares in the import market.

Creating and reinforcing positive relations with key importers is critical to the success of the market. Ensuring a proper "route to market," whereby product is shipped, warehoused and transported in-market with appropriate handling at proper temperature that is vital, and integral to expanding the export of wine from Napa Valley to China.

Reiff continued, "We use these market visits as an opportunity to work on important industry issues as well. In China we have been working diligently with the Chinese government to protect the Napa name in wine branding. As we do around the world, in China we have had issues with some of their domestic wine brands using the name Napa on wine labels. As consumers become more savvy, more aware of world wines, their demand for truth in wine labeling is coming to light--just as it has in the U.S., as consumers understand the distinction of wine place names of origin."

"It is critical from our perspective that wine brands, no matter where they originate, if not from Napa Valley, should never lead a consumer to believe the wine in that bottle is from this unique California wine region. As we build our appellation's presence in China, we must work on trademark protection of our region and its wines. Through trade and consumer education and awareness and working with government leaders and influencers we hope to set a solid foundation for Napa Valley wines as the market expands going forward," said Reiff.

Working the market will be vintners from, Amuse Bouche Winery; Cakebread Cellars; Coup De Foudre Winery; Cuvaison Estate Wines; Dalle Valle Vineyards; Duckhorn Vineyards; Franciscan Estate; Grgich Hills Estate; HALL; Heitz Wine Cellars; Helena View Johnston Vineyards; Hestan Vineyards; Honig Vineyard and Winery; Howell at the Moon; John Anthony Vineyards; Jones Family Vineyards; Larkin Wines; Long Meadow Ranch; Luna Vineyards; Miner Family Wines; Moone-Tsai Vineyards; Peju, Realm Cellars; Robert Mondavi Winery; Rocca Family Vineyards, Rubicon Estate; Saintsbury; Salvestrin; Schramsberg Vineyards; Signorello Estate; Silver Oak Cellars; Silverado Vineyards; St Supery Vineyards and Winery; Somerston; Stag's Leap Wine Cellars; Viader Vineyards and Winery; and Waterstone.