Dive Brief:
- A new trade association has been formed to promote the sales of California wines in Asia.
- The California Wine Association is based in Hong Kong. For a $1,500 fee, members get a Hong Kong address and access to events and translation services.
- The association, which debuted at Vinexpo 2014 in Hong Kong, was co-founded by wine marketer and sommelier Alexis Bell, and Jong Lee, a business consultant.
Dive Insight:
Asia can be a tough market for American companies. And the Asian market for wine, particularly the Chinese market, is growing at an extraordinary rate. Sothere may be a need for someone to provide the services that the CWA is offering.
What is less clear is why California wineries need CWA and the well-established player in the space: The Wine Institute.
