Tastes of Europe Spirit Tasting Event Report

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1 Tastes of Europe campaign in China 2015 Page 1 Tastes of Europe Spirit Tasting Event Report The Embassy of Poland, 16 November 2015 Executive Summary The Tastes of Europe Spirit Tasting Event was organised on Monday, November 16, 2015, at the Embassy of Poland in Beijing. The Spirit Drinks Tasting Event was divided into three parts: (1) an introductory seminar in the spirit drinks category on Chinese market information including market access, (2) a workshop on EU GI Spirit drinks, and (3) the GI Spirit drinks tasting with buffet reception for all guests. The Introductory Seminar on Chinese Market Access aimed to support European spirit drink producers in understanding the Chinese spirit drink market and the challenges of market access, which includes establishing IPR protection and effective distribution channels. The Workshop on EU GI Spirit Drinks introduced European speciality spirit drinks carrying the Geographical Indication certification, which represents the products traditional production methods, history, culture and quality. Following the seminar and workshop, the GI spirit drink tasting session allowed the attendees to further understand and appreciate the quality products. The cocktails were accompanied by a canape buffet that highlighted PDO and PGI ingredients. This session offered an open networking opportunity among the buyers, producers, speakers and media. The selection of GI spirit drinks on display and sampled during the event represented different European Member States and spirit drink categories, which is in line with the campaign s objective to promote the diverse GI products. The Embassy of Poland was selected to host the Spirit Tasting Event due to its high-end décor and location, reflecting the high-quality GI spirit drinks featured at the event. The speakers at both the seminar and workshop received very positive feedback from attendees as they presented new and important information the attendees could apply to their companies and products. Overall, all KPIs for the Tastes of Europe Spirit Tasting Event have been met or exceeded as detailed in the tables below and shown in the attached pictures. Report Content: I. Statistics II. Agenda III. Featured Spirit Drinks IV. Website and Social Media Annex I. Cocktail Menu Annex II. GI Canapé Menu Annex III. Photo Gallery Annex IV. Participants List

2 Tastes of Europe campaign in China 2015 Page 2 I. Statistics General Results Item Target Implemented Attendees Total number of attendees Buyers, importers and distributors / 20 EU GI producers / 21 F&B and lifestyle media, including KOLs and bloggers / 8 Total number of speakers / 15 Photographer 0 1 Translator 1 2 Number of workshops organised 1 2 GI Products Total GI spirit drinks represented / 12 MS represented through GI spirits / 9 Types of canapés served / 16 Canapes featuring GI products / 16 Product categories represented (ham & meat, cheese, olive oil, / 6 wine, spirit drinks, variety) MS represented through drinks and buffet / 13 Promotion Items For all guests: Tastes of Europe gift bags (branded bag, apron, pen, notepad, Taste Book, event agenda) For media: an additional 2 bottles of GI wine / 20

3 Tastes of Europe campaign in China 2015 Page 3 II. Agenda The Spirit Drinks Tasting Event will be divided into three parts: (1) an introductory seminar in the spirit drinks category on Chinese market information including market access, (2) a workshop on EU GI Spirit drinks, and (3) the GI Spirit drinks tasting with buffet reception for all guests. A. Introductory seminar on Chinese market access Objective: to support European producers in better understanding the Chinese GI spirit market and the challenges of market access, which includes highlighting practical challenges in establishing IPR protection and effective distribution channels. Attendees: EU GI spirit drinks producer representatives, EU officials Moderators: Mr. John Alistair Clarke, Director - International bilateral relations, European Commission, DG Agriculture and Rural Development Timing Topic Speaker 16:30-17:00 Registration 17:00-17:10 Opening remarks 17:10-17:30 Registration of Geographical Indication products in China 17:30-17:55 Distribution Channels in China 17:55-18:15 18:15-18:30 18:30-18:50 Protection and enforcement of Intellectual Property Rights (IPR) in China in relation to spirits category Consumer preferences and cultural sensitivities Case study: How to approach the Chinese market? 18:50-19:00 Q&A and closing remarks Mr. Miroslaw Gajewski, Ambassador of Poland in R. P. China Mr. Lionel Mesnildrey, Deputy Head of Unit, Asia and Australasia, European Commission, DG Agriculture and Rural Development Mr. Li Yue, Deputy Division Director of Science & Technology Department, General Administration of Quality Supervision, Inspection and Quarantine of the People s Republic of China (AQSIQ) Mr. Rafael Jimenez, Business Development Advisor, EU SME Centre Mr. Reinout van Malenstein, IP Expert, China IPR SME Helpdesk Mr. Matthias Heger, WESTKORN Doppelkorn Founder, International Spirits Consultant Mr. Lindesay Low, Senior Legal Counsel, Scotch Whisky Association

4 Tastes of Europe campaign in China 2015 Page 4 B. Workshop on EU GI Spirit Drinks Objective: to introduce European specialty spirit drinks carrying the GI label, its history, production methods and quality. Attendees: Chinese buyers, officials and media Moderator: Ms Lacy Lan, Interpreter Timing Topic Speaker 17:00-17:30 Registration 17:30-17:35 Opening remarks 17:35-17:50 Introduction of the Tastes of Europe Campaign and the concept of Geographical Indication 17:50-18:00 Presentation of GI Polish Vodka 18:00-18:10 Presentation of GI Scotch Whisky 18:10-18:15 Presentation of GI French Cognac 18:15-18:25 18:25-18:35 18:35-18:55 Presentation of a selection of Greek GI spirit drinks Presentation of GI Spanish Brandy de Jerez The value of GI products for the hospitality industry 18:55-19:00 Q&A and closing remarks Mr. Miroslaw Gajewski, Ambassador of Poland in R. P. China Mr. Nikos Chatzoudis, Programme Manager, Promotion of agricultural products, European Commission, DG Agriculture and Rural Development Ms. Daniela Ciobanu, Policy Officer, Asia and Australasia, European Commission, DG Agriculture and Rural Development Mr. Andrzej Szumowski, President of the Polish Vodka Association (PVA) Mr. Lindesay Low, Senior Legal Counsel, Scotch Whisky Association Ms. Chelsea Li, Bureau National Interprofessionnel du Cognac (BNIC) Representative, China Mr. Liakos Konstantinos, General Manager, Hellenic Agora Mr. José Luis Kaiser, Economic & Commercial Counselor, Embassy of Spain in Beijing Mr. Bill Isler, Chief Operating Officer, Capital Spirits LTD C. GI Spirit drinks tasting and buffet reception Objective: to taste European specialty spirit drinks carrying the GI label, and provide a networking opportunity Attendees: Chinese buyers, officials and media EU GI spirit drinks producers and EU officials Time: 19:00-20:30

5 Tastes of Europe campaign in China 2015 Page 5 III. Featured Spirit Drinks Country Cyprus Finland France Greece Ireland Spain Poland Sweden Registered GI Name Ouzo Zivania Vodka of Finland Cognac Masticha of Chios Tentoura Ouzo Irish Whisky Brandy de Jerez Polska Wódka/Polish Vodka Svensk Vodka/Swedish Vodka UK Scotch Whisky Total: 9 12 IV. Website and Social Media Website-EN: Website-CN: Weibo: Wechat: Facebook: pe=3 Twitter:

6 Tastes of Europe campaign in China 2015 Page 6 Annex I. Cocktail Menu Cocktail No.1 Irish Whisky, Apple Juice, Angostura Bitters Cocktail No.2 Cognac (France), Rose Syrup, Sparkling Wine Cocktail No.3 Swedish Vodka/Vodka of Finland, Grape Juice, Ginger Ale Cocktail No.4 Ouzo (Greece and Cyprus), Scotch Whisky (UK), Peychaud's Bitters, Syrup Cocktail No.5 Polish Vodka, Pineapple Juice, Plum Liqueur, Grenadine Cocktail No.6 Zivania (Cyprus), Elderflower Syrup, Cucumber Syrup Served on the rocks Ouzo (Cyprus) Zivania (Cyprus) Vodka of Finland (Finland) Cognac (France) Masticha of Chios (Greece) Tentoura (Greece) Ouzo (Greece) Irish Whisky (Ireland) Brandy de Jerez (Spain) Polska Wódka/Polish Vodka (Poland) Svensk Vodka/Swedish Vodka (Sweden) Scotch Whisky (United Kingdom)

7 Tastes of Europe campaign in China 2015 Page 7 Annex II. GI Canapé Menu Roasted tomato and olive mini pizza Featuring PDO Queso Manchego cheese (Spain), PGI Lakonia olive oil (Greece) and PDO Beurre d'isigny (France) Roasted tomato, caramelized onion, feta cheese and pesto tart Featuring PDO Feta cheese (Greece) and PDO Parmigiano Reggiano cheese (Italy) Chicory leaves stuffed brie and grapes Featuring PDO Brie de Maux (France) Warm zucchini and cheddar bread squares Featuring PDO West farmhouse Country Cheddar cheese (UK) Smoked salmon, crème fraiche, cracked pepper and lemon crostini Featuring PGI Lakonia olive oil (Greece) Hummus salad and pomegranate molasses crostini Featuring PGI Lakonia olive oil (Greece) Ham and cheese polenta squares Featuring PDO Prosciutto di Parma (Italy) and PDO Parmigiano Reggiano (Italy) Cheese and fragrant mushroom quiche Featuring PGI Danablu (Denmark)

8 Tastes of Europe campaign in China 2015 Page 8 Cheese and chicken quiche Featuring PDO Asiago Cheese (Italy) Seasonal fruit/vegetables wrapped in Parma ham Featuring PDO Prosciutto di Parma (Italy) or PGI Balsamic Vinegar of Modena (Italy) Mozzarella arancini balls Featuring PDO Mozzarella di Bufala Campana cheese (Italy) and PGI Štajersko prekmursko bučno olje pumpkinseed oil (Slovenia) Quinoa, sweet potato and cheese pancakes with tzatziki Featuring PDO Parmigiano Reggiano cheese (Italy) Marinated fresh salmon kebabs with lemon and Chinese seasoning Featuring PGI Scottish Farmed Salmon (UK) Mini tomato, olive and cheese Featuring PGI Gouda cheese (Netherlands) Dessert Chocolate hazelnut brownies Featuring PDO Beurre d'isigny (France) Brandy tart Featuring GI French Brandy (France)

9 Tastes of Europe campaign in China 2015 Page 9 Annex III. Photo Gallery a. GI spirit drinks on display

10 Tastes of Europe campaign in China 2015 Page 10 b. Speakers for the Introductory seminar on Chinese market access

11 Tastes of Europe campaign in China 2015 Page 11 c. The Introductory seminar on Chinese market access

12 Tastes of Europe campaign in China 2015 Page 12 d. Speakers at the Workshop on EU GI Spirit Drinks

13 Tastes of Europe campaign in China 2015 Page 13 e. Cocktails featuring GI spirit drinks

14 Tastes of Europe campaign in China 2015 Page 14 f. Canape buffet featuring GI ingredients g. Spirit drink tasting and networking session

15 Tastes of Europe campaign in China 2015 Page 15

16 Tastes of Europe campaign in China 2015 Page 16

17 Tastes of Europe campaign in China 2015 Page 17 Annex IV. Participants List A. Introductory seminar on Chinese market access for EU GI producers No. Company/Institution Country Name of representative 1 China IPR SME Helpdesk-European Chamber EU Kinga Katus 2 China IPR SME Helpdesk-European Chamber (speaker) EU Reinout Van Malenstein 3 DG AGRI (speaker) EU John Clarke 4 DG AGRI EU Lionel Menslidrey 5 6 Economic & Commercial Office- Embassy Of Spain Economic & Commercial Office- Embassy Of Spain Spain Spain Ernesto Ríos López Cristina Marí 蒂娜 7 Eibens Spain Pablo Recio 8 Embassy Of Greece Greece Georgios Sakoufakis 9 Embassy Of Lithuania Lithuania Kuklierius Mindaugas 10 Embassy of Poland Poland Blanka Golebiowska 11 Embassy of Poland Poland Artur Siejka 12 Embassy of Poland Poland Weronika Nowak 13 EU Delegation To China And Mongolia EU Wang Huan 王欢 14 EU Delegation To China And Mongolia EU Nicolas Dandois 15 EU SME Centre Beijing China Martina Gerst 16 EU SME Centre Beijing China Erica Lin 17 EU SME Centre Beijing (speaker) China Rafael Jimenez 18 EU SME Centre Beijing China Anne-Laure Maddy 19 H2O Poland Andrez Pawelec 20 IP Key EU Benoit Misonne 21 Koelnmesse Germany Hans Stoter 22 Koelnmesse Germany Ryan Lam 23 Koelnmesse Partner Nina Vorster 24 Mazurskie Miody Zph Karolina Poland Dariusz Sasin 25 Mazurskie Miody Zph Karolina Poland Beata Piasecka-Sasin 26 Moët Hennessy Diageo (China) Co., Ltd. France Nicole An

18 Tastes of Europe campaign in China 2015 Page 18 No. Company/Institution Country Name of representative 27 Pernod Ricard (Wyborowa Vodka) Poland Serena Chum 28 Polish-Chinese Business Council Poland Jacek Boczek 29 PBC Poland Maciej Skarbonkiewicz 30 PBC Poland Zhu Yoyo 31 Pernod Ricard (Wyborowa Vodka) Poland Qi Zhang 32 Polish Vodka Association Poland Elżbieta Kwiecioska-Prysłopska 33 Polish Vodka Association Poland Ada Krzewicka 34 Scotch Whisky Association (speaker) UK Lindesay Low 35 Sinco Sp. Z O.O. Poland Marcin Kubielski 36 Torunskie Wodka Garcenkoule Poland Barilese Mazgal 37 Torunskie Wodka Garcenkoule Poland Plote Lenkiewick 38 V&F Management Spain Spain Susie 39 V&F Management Spain Spain Armando 40 Weifang Salamon Food Co., Ltd. Poland Andrzej Salamon 41 Weifang Salamon Food Co., Ltd. Poland Krzysztof Nieszwiec 42 Weifang Salamon Food Co., Ltd. Poland Marta Hening 43 AQSIQ (speaker) China Li Yue 44 Interpreter China Susan Liu 45 Photographer China Zhou Xiaohui 46 Capital Spirits (speaker) China Matthias Heger

19 Tastes of Europe campaign in China 2015 Page 19 B. Workshop on EU GI Spirit Drinks for Chinese buyers, importers and media No. Company/Institution/Role Role Name of representative 1 Beijing Shifa Trade Co.,ltd Importer Jin Chunying 2 Beijing Jiahe Trade Co.,ltd Importer Li Tielan 3 Beijing Jiahe Trade Co. Ltd Importer NIU Zhong Ze 4 China Cuisine Association Buyer Sun Lin 5 meishichina.com Media Ji Tao 6 BTV-Happy Life China Media Zhao Yuanyuan 7 BeIjing Taihe Importer Li Yuan 8 Jingdong.com Importer Tian Songdi 9 Jingdong.com Importer Wang Ziqiang 10 Jingdong.com Importer Zhang Yueyang Fullerton Jiahua (Beijing) Trading Co., Ltd Fullerton Jiahua (Beijing) Trading Co., Ltd Importer Importer Wu Jianting Zhang Juntao 13 Beijing Duty Free Shop for Diplomatic Mission Importer Zheng Haoping 14 Beijing News Media Wang Shukun 15 Beijing News Media Wang Xiangyu 16 Modern Weekly Media Feng Liming 17 Healthy Friends Media Wang Jia 18 Easteat.com Media Liu Guangwei 19 Easteat.com Media Liu Xiangping 20 Beijing Longlu Hongshun Trade Co.,ltd Importer Zhang Ying 21 Beijing Longlu Hongshun Trade Co.,ltd Importer Zhou Yuan 22 Moderator Interpreter Lacy Lan 23 Photographer Photographer Zhou Xiaohui 24 Tianjin Osen Tour Co. Ltd HoReCa GU Wen 25 Luga's HoReCa Danies 26 Luga's HoReCa Bob 27 Luga's HoReCa Jeny 28 Beijing Financial Rongyuan Shiji Trade Co., Ltd Retailer Denver Li

20 Tastes of Europe campaign in China 2015 Page 20 No. Company/Institution/Role Role Name of representative 29 Beijing Ruiyu Hengye Trade Co., Ltd Importer Cheng Li 30 Beijing Ruiyu Hengye Trade Co., Ltd Importer Xu Jinchuan 31 DG AGRI Speaker Nikos Chatzoudis 32 DG AGRI Speaker Daniela Ciobanu 33 Polish Vodka Association Speaker Andrzej Szumowski 34 Scotch Whisky Association Speaker Lindesay Low 35 Cognac (BNIC) Speaker Chelsea Li 36 Cognac (BNIC) Producer Olivia A Naer 37 Hellenic Agora Speaker Liakos Konstantinos 38 Hellenic Agora Producer Lampropoulou Kornilia 39 Hellenic Agora Producer Yong Jiang 40 Economic & Commercial Office- Embassy Of Spain Speaker José Luis Kaiser 41 Capital Spirits Ltd Speaker Bill Isler

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