Biodynamics wines are looking to conquer China
The first biodynamic wine exhibition was held last Friday 16th November 2012 at the “Central Hotel Shanghai”. This very first marketing and communication event from the group “Return to Terroir” aimed to introduce the biodynamic culture to Chinese wine professionals.
The exhibition was divided into 2 parts:
– An open tasting with more than 200 different wines that all reflect the authenticity of the “Terroir” and the pure taste of wines,
– A press conference ran by Nicolas Joly, president of the group.
No less than 52 wineries attended this first event as exhibitors.
The group “Return to Terroir” was created in 2001 and includes 175 wineries from 13 different countries. Prestigious members are Domaine Zind Humbrecht and Domaine Marcel Deiss in Alsace, Domaine Leroy in Burgundy, Château Fonroque in Bordeaux, Champagne Fleury, Coulée de Serrantin Loire Valley, Maison Chapoutier in Rhône Valley…
The association’s purpose is to guaranty the full expression of the appellations and a wine with a high quality level and with a great originality.
« Biodynamic agriculture assures the health of the soil and plantlife in order to obtain healthy nutrition for humans and animals. It is based on a deep comprehension of the laws of the « living », acquired through a qualitative-global vision of nature. This approach considers that the nature is no longer able to fight for itself and it is necessary to inject into the soil the necessary fertilisation which is indispensable to the health of plants, animals and humans, thanks to its therapeutic procedures ».
During Shanghai exhibition, the press conference ran by Nicolas Joly from Coulée de Serrant captured the attention of the public consisted of local wine medias and professionals from the wine trade.
Even though biodynamy is a complex and vast topic to understand, this first action from the group succeed in highlighting the core philosophy of their approach and answered a few main questions such as:
– How can such small quantities (of preparations) have any real effect on the quality of wine?
– Wouldn’t the result be the same with simple biological agriculture?
Following the few interviews in between Nicolas Joly and some Chinese Medias, there is no doubt that the local market and consumers will start to discover more about this different way to make “pure” wines.
At the end, 300 wine professionals got the privilege to taste wonderful wines. The full day event format allowed participants and winemakers/importers to build trust relationships and sharing efficient discussions.
Is China wine’s market ready to welcome these kinds of wines? It is too soon to answer in a positive way but the fact is this event should be the first move to introduce biodynamy’s world in China.
The success of biodynamic wines will be based on the capacity from wine importers and distributors to pass and to share the group’s philosophy with local consumers. We should not drink and enjoy biodynamic wines because it is a current trend but due to a personal choice that fit our taste and match our concept of the authentic winegrowing and winemaking procedures respectful of the environment.
The group already decided to develop their action for China next year. The second exhibition should be hold around November 2013 in Hong-Kong and Beijing.