Italian Wine Exports and Geographical Indications in China: Exploring Distribution and Protection of Valpolicella Wine

This thesis investigates the export of Italian wines to China, and the strategies employed by Italian wineries to penetrate this dynamic market, using Valpolicella wine as a case study. The research aims to examine the export opportunities for Italian wines in the Chinese wine market, with a focus on the role of Geographical Indications (GIs) and their protection. To assess the significance of GIs and their role in promoting Italian wines in China, this thesis takes into consideration the literature on the use of GIs to promote exports and add value to enhance competitiveness. The research carries out a legislative analysis of the regulations governing GIs in both Chinese and Italian frameworks, and explores export opportunities in the Chinese wine market by conducting a market analysis. Additionally, interviews with representatives of Valpolicella wine provide insights into distribution and protection of Italian wines, shedding light on broader dynamics within the Chinese wine market. The research results suggest that collaborative efforts and reliable partnerships are crucial in promoting Geographical Indication recognition and facilitating market access. In addition, success depends on the ability to implement effective marketing strategies, make strategic adjustments, and use multi-channel distribution. Future opportunities exist in integrating the consumption of Italian wine into the Chinese culture and leveraging the country of origin effect to convey authenticity and quality. Additionally, increased competition among Valpolicella wineries is expected to stimulate market growth and raise awareness of protected GI products. The purpose of this study is to provide insights into the academic literature on the strategic effectiveness of GIs in export dynamics and to offer practical advice to Italian wineries seeking success in the highly competitive Chinese wine market.