Over 800 industry professionals took part in IGM’s institutional events in Asia. Japan and South Korea confirmed as strategic markets for Italian fine wines.
Tokyo and Seoul reaffirm their role as key destinations in Istituto Grandi Marchi’s global outreach. Following events in North America, the 18 prestigious wine families of the Group traveled to the Far East, strengthening the presence and positioning of premium Italian wines in two increasingly important markets.
Interest in Italian fine wines continues to grow across Asia, as highlighted by the Nomisma Wine Monitor survey presented in Rome in December 2023. Japan and South Korea stand out as the most promising markets in the region, both in terms of consumption and perception.
“With this double event, we’ve further consolidated our presence in two key markets for Italian wine,” said Piero Mastroberardino, President of Istituto Grandi Marchi. “The attention and knowledge of both trade professionals and consumers confirm the value of our cultural and commercial commitment”.
The Asian tour began on Monday, June 2, in Tokyo, coinciding with Italy’s Republic Day. The event opened with a masterclass led by journalist and wine educator Isao Miyajima at The Peninsula Hotel, followed by a walk-around tasting showcasing IGM labels and their regional heritage.
On June 4, the event moved to Seoul, hosted at the JW Marriott Dongdaemun. A masterclass by wine educator In Soon Lee and a tasting session once again drew strong participation and praise from South Korean industry professionals.
IGM’s presence in Asia dates back to 2005 with its first institutional event in Tokyo, followed by Seoul the following year. Since then, the Group has spearheaded numerous educational and promotional initiatives to elevate Italian wine culture in the region.
“Events like these,” concluded Mastroberardino, “allow us to continue sharing our native grape varieties, unique terroirs, and the people behind the excellence of Italian wine”.
