Tastes of Europe campaign in China 2015 Page 1 Wine Tasting Event Report Isola, 23 September 2015 Executive Summary The Tastes of Europe Wine Tasting Event was organised on September 23, 2015, in Isola, an Italian restaurant in Beijing. The event was held for the purpose of educating Chinese buyers, importers, distributors and media in the wine industry about the EU GI products through the examples of registered European wines. It also provided an opportunity for the attendees to network with the EU producer representatives and other attendees. Isola restaurant was strategically selected to host the wine tasting event due to its high-end décor and location, reflecting the high-quality GI wines featured at the event. The wines were paired with traditional European canapés to further highlight the taste of each wine. The variety of the wines proved to receive positive feedback as many of the attendees had not previously tasted wines from the featured regions including Cyprus or Denmark. Overall, all KPIs for the Tastes of Europe Wine Tasting Event have been met or exceeded as detailed in the tables below and shown in the attached pictures. Report Content: I. Statistics II. Speakers III. Agenda IV. Featured Wines V. Website and social media VI. Published Media Annex I. Wine and Canapé Menu Annex II. Photo Gallery
Tastes of Europe campaign in China 2015 Page 2 I. Statistics Key Performance Indicators Item Implemented Attendees Total number of attendees 30 Buyers, importers and distributors in the wine industry 23 F&B and lifestyle media, including KOLs and bloggers 7 Total number of speakers 5 Producer representatives 3 Wine GI registered wines represented 7 MS represented through wines 5 Wine brands sampled 15 Types of wines served 6 GI Canapé Pairing Canapés served 7 Product categories represented (ham & meat, cheese, olive oil, 5 wine, variety) Promotion Items Tastes of Europe gift bags (branded bag, apron, pen, notepad, 23 Taste Book, event agenda) Tastes of Europe gift bags for media (branded bag, apron, pen, 7 notepad, Taste Book, event agenda, 1 bottle of PDO Prosecco wine, 1 box set of 2 PGI Lakonia olive oil bottles) Questionnaire Completed questionnaires 30 Participants satisfaction rating: at least 80% rated Excellent or 100% Good
Tastes of Europe campaign in China 2015 Page 3 II. Speakers The speakers for the wine tasting event were selected based on the GI wines they represented and their past experience at similar events. Each speaker focused presented the wine in the context of the EU Geographical Indications and emphasised the influence of the GI registration for the producer. Nicolas Dandois, Counsellor of Agriculture, Agri-SANTE section, the Delegation of the European Union to China and Mongolia Tong Zhe, Sommelier and educator in the wine industry in China John Zhang, Chef, Isola Restaurant Michel Cristian Thorup, Director of Sales of Skærsøgaard, PGI Jylland wine representative, Denmark Frankie Zhao, D.O.Ca. Rioja Representative, PDO Rioja Representative, Spain Weiley Lu, Manager of Tintafina, Gonzalez Byass, PDO Sherry Representative, Spain Jing Lan Lacy, Host and Interpreter
Tastes of Europe campaign in China 2015 Page 4 III. Agenda TIME ACTIVITY & CONTENT SPEAKER 17:30 18:00 Registration 18:00 18:10 Introduction of event agenda and speakers Jing Lan Lacy, Host 18:10 18:25 Opening remarks Nicolas Dandois, Counsellor for Agriculture, Delegation of the European Union to China and Mongolia Jing Lan Lacy, Interpreter Sparkling wines 18:25 18:35 Presentation and tasting of PDO Prosecco (Italy) featuring Casa Vinicola Zonin SPA wine Tong Zhe, Sommelier White wines 18:35 18:45 Presentation, tasting and food pairing of PDO Xynisteri (Cyprus) featuring SODAP wine Tong Zhe, Sommelier 18:40 18:41 Introduce canapé with PDO Xynisteri (Cyprus) SODAP white wine John Zhang, Chef, Isola restaurant 18:45 18:55 Presentation and tasting of PGI Venezia Giulia (Italy) featuring Masi Agricola SPA wine Tong Zhe, Sommelier Apple wines 18:55 19:15 19:10 19:11 19:15 19:25 19:25 19:26 19:25 19:35 19:30 19:31 19:35 19:45 19:45 20:00 19:55 19:56 20:00 20:15 Presentation, tasting and food pairing of PGI Jylland (Denmark) featuring Skaersoegaard (Gourmet Cider Brut and Aebleau Liquor) wines Introduction of canapé with PGI Jylland (Denmark) Skaersoegaard apple wine Red wines Presentation and tasting of PDO Rioja (Spain) featuring D.O.Ca. Rioja wine Introduction of canapé with PDO Rioja (Spain) D.O.Ca. Rioja (Crianza) wine Presentation and tasting of PDO Rioja (Spain) featuring D.O.Ca. Rioja wine Introduction of canapé with PDO Rioja (Spain) D.O.Ca. Rioja (Maetierra Dominvm) wine Presentation of PDO Bordeaux (France) featuring Chateau Guillaume Blanc; Heritage, Andre Lurton; Chateau Semeillan Mazeau; Chateau Vieux Laroque wines Fortified Wines Presentation and tasting of PDO Sherry (Spain) featuring Gonzalez Byass: Tio Pepe, Vina Ab wines Introduction of canapé with PDO Sherry (Spain) Gonzalez Byass Tio Pepe wine Presentation and tasting of PDO Sherry (Spain) featuring Gonzalez Byass: Leonor, Nectar wine Michel Cristian Thorup, Director of sales, Skærsøgaard Jing Lan Lacy, Interpreter John Zhang, Chef, Isola restaurant Frankie Zhao, D.O.Ca. Rioja Representative and a leading consultant in Chinese Wine Market John Zhang, Chef, Isola restaurant Frankie Zhao, D.O.Ca. Rioja Representative and a leading consultant in Chinese Wine Market John Zhang, Chef, Isola restaurant Tong Zhe, Sommelier Weiley Lu, Manager of Tintafina, Gonzalez Byass John Zhang, Chef, Isola restaurant Weiley Lu, Manager of Tintafina, Gonzalez Byass 20:10 20:11 Introduction of canapé with PDO Sherry (Spain) John Zhang, Chef, Isola restaurant
Tastes of Europe campaign in China 2015 Page 5 TIME ACTIVITY & CONTENT SPEAKER Gonzalez Byass Nectar wine 20:15 20:30 Q&A session Tong Zhe, Sommelier All speakers 20:30 20:40 Questionnaire session Jing Lan Lacy, Host Reception and networking among participants 20:30 21:30 Tasting of PDO Bordeaux wine (France) Dessert canapé: PDO Prosecco (Italy) jelly with mix berry compote 21:00 End of the Tastes of Europe Wine Tasting Event
Tastes of Europe campaign in China 2015 Page 6 IV. Featured Wines Country PDO/PGI Registration Brand Category Total Brands per country Cyprus PDO Xynisteri SODAP Xynisteri White 1 Denmark PGI Jylland Skaersoegaard, Gourmet Cider Brut Skaersoegaard, Aebleau Liquor Apple wine 1 Château Guillaume Blanc France PDO Bordeaux Heritage, André Lurton Château Sémeillan Mazeau Château Vieux Laroque Red 4 PDO Prosecco Casa Vinicola Zonin SPA Sparkling Italy PGI Venezia 2 Masi Agricola SPA White Giulia PDO Rioja D.O.Ca. Rioja, Crianza D.O.Ca. Rioja, Maetierra Dominvm Red Gonzalez Byass: Leonor Spain Fortified 5 Gonzalez Byass: Nectar PDO Sherry wine (Red Gonzalez Byass: Tio Pepe and White) Gonzalez Byass: Vina Ab Total: 5 7 15 6 15
Tastes of Europe campaign in China 2015 Page 7 Annex 1. Wine and canapé pairing menu 地理标志保护普洛赛 ( 意大利, 起泡酒 ) PDO Prosecco featuring Casa Vinicola Zonin SPA (Italy, sparkling) 原产地保护西尼瑟利葡萄酒 ( 塞浦路斯, 白葡萄酒 ) PDO Xynisteri featuring SODAP Xynisteri (Cyprus, white) 配 With 橙汁腌制三文鱼配原产地保护初榨橄榄油和意大利黑醋 Salmon Carpaccio with extra virgin olive oil and Balsamic reduction 地理标志保护威尼斯茱莉亚酒 ( 意大利, 白葡萄酒 ) PGI Venezia Giulia featuring Masi Agricola SPA (Italy, white) 地理标志保护日德兰半岛 ( 丹麦, 苹果酒 ) PGI Jylland featuring Skærsøgaard, Gourmet Cider Brut (Denmark, apple) 地理标志保护日德兰半岛 ( 丹麦, 苹果酒 ) PGI Jylland featuring Skærsøgaard, Aebleau Liquor (Denmark, apple) 配 With 意大利帕尔玛火腿配哈密瓜和沙拉 PDO Prosciutto di Parma with honey melon and bouquet mix salad 原产地保护里奥哈葡萄酒 ( 西班牙, 红葡萄酒 ) PDO Rioja featuring D.O.Ca. Rioja, Crianza (Spain, red) 配 With 意大利马苏里拉水牛芝士配自制番茄酱和初榨橄榄油 Buffalo Mozzarella cheese with cherry tomato jam and extra v irgin olive oil
Tastes of Europe campaign in China 2015 Page 8 原产地保护里奥哈葡萄酒 ( 西班牙, 红葡萄酒 ) PDO Rioja featuring D.O.Ca. Rioja, Maetierra Dominvm (Spain, red) 配 With 自制手捻面配培根 意大利帕玛臣芝士奶油汁 Trofie hand made pasta with bacon and PDO Parmigiano Reggiano cheese sauce 原产地保护雪利酒 ( 西班牙, 加度葡萄酒 ) PDO Sherry featuring Gonzalez Byass, Tio Pepe (Spain, fortified) 配 With 地中海风味海鲈鱼配番茄塔塔 意大利初榨橄榄油 白酒汁 Sea bass Mediterranean style with tomato tartar, extra virgin olive oil, white wine sauce 原产地保护雪利酒 ( 西班牙, 加度葡萄酒 ) PDO Sherry featuring Gonzalez Byass, Vina Ab (Spain, fortified) 原产地保护雪利酒 ( 西班牙, 加度葡萄酒 ) PDO Sherry featuring Gonzalez Byass, Leonor (Spain, fortified) 原产地保护雪利酒 ( 西班牙, 加度葡萄酒 ) PDO Sherry featuring Gonzalez Byass, Nectar (Spain, fortified) 配 With 意大利柠檬提拉米苏 Italian lemon Tiramisu with Mascarpone cheese 原产地保护波尔多葡萄酒 ( 法国, 红葡萄酒, 粉红葡萄酒 ) PDO Bordeaux featuring a variety of brands (France, red, rosé) 甜品 Dessert 意大利气泡酒果冻配糖渍浆果 ( 意大利, 起泡酒 ) PDO Prosecco jelly with mix berry compote (Italy, sparkling)
Tastes of Europe campaign in China 2015 Page 9 Annex II. Photo Gallery a. Isola, Italian restaurant, Beijing b. Opening remarks, Nicolas Dandois, Counsellor for Agriculture, Delegation of the European Union to China and Mongolia
Tastes of Europe campaign in China 2015 Page 10 c. Wines sampled d. Tong Zhe, Sommelier
Tastes of Europe campaign in China 2015 Page 11 e. Michel Cristian Thorup, producer representative of PGI Jylland, Denmark f. Frankie Zhao, producer representative of PDO Rioja, Spain
Tastes of Europe campaign in China 2015 Page 12 g. Weiley Lu, producer representative of PDO Sherry, Spain h. John Zhang, Isola Sous-Chef
Tastes of Europe campaign in China 2015 Page 13 i. Guests tasting wine
Tastes of Europe campaign in China 2015 Page 14 j. Canapé pairing with wine