Tastes of Europe campaign in China 2015 – Page 1 www.tastesofeurope.eu 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
Transcript
Tastes of Europe campaign in China 2015 – Page 1
www.tastesofeurope.eu
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
Tastes of Europe campaign in China 2015 – Page 2
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I. Statistics
General Results
Item Target Implemented
Attendees
Total number of attendees 30 87
Buyers, importers and distributors / 20
EU GI producers / 21
F&B and lifestyle media, including KOLs and bloggers / 8
For all guests: Tastes of Europe gift bags (branded bag, apron, pen, notepad, Taste Book, event agenda)
30 87
For media: an additional 2 bottles of GI wine / 20
Tastes of Europe campaign in China 2015 – Page 3
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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
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
17:10 -17:30 Registration of Geographical
Indication products in China
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)
17:30-17:55 Distribution Channels in China Mr. Rafael Jimenez, Business Development Advisor,
EU SME Centre
17:55-18:15
Protection and enforcement of
Intellectual Property Rights (IPR) in
China in relation to spirits category
Mr. Reinout van Malenstein, IP Expert, China IPR
SME Helpdesk
18:15-18:30 Consumer preferences and cultural
sensitivities
Mr. Matthias Heger, WESTKORN Doppelkorn
Founder, International Spirits Consultant
18:30-18:50 Case study: How to approach the
Chinese market?
Mr. Lindesay Low, Senior Legal Counsel, Scotch
Whisky Association
18:50-19:00 Q&A and closing remarks
Tastes of Europe campaign in China 2015 – Page 4
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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 Mr. Miroslaw Gajewski, Ambassador of Poland in R.
P. China
17:35 -17:50
Introduction of the Tastes of Europe
Campaign and the concept of
Geographical Indication
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
17:50-18:00 Presentation of GI Polish Vodka Mr. Andrzej Szumowski, President of the Polish
Vodka Association (PVA)
18:00-18:10 Presentation of GI Scotch Whisky Mr. Lindesay Low, Senior Legal Counsel, Scotch
Whisky Association
18:10-18:15 Presentation of GI French Cognac Ms. Chelsea Li, Bureau National Interprofessionnel
du Cognac (BNIC) Representative, China
18:15-18:25 Presentation of a selection of Greek
GI spirit drinks
Mr. Liakos Konstantinos, General Manager, Hellenic
Agora
18:25-18:35 Presentation of GI Spanish Brandy de
Jerez
Mr. José Luis Kaiser, Economic & Commercial
Counselor, Embassy of Spain in Beijing
18:35-18:55 The value of GI products for the
hospitality industry
Mr. Bill Isler, Chief Operating Officer, Capital Spirits
LTD
18:55-19:00 Q&A and closing remarks
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
