Pierluigi Bolla, president and CEO of Valdo Spumanti

The wine market in China continues to be one of the most dynamic and promising scenarios globally. With a rapidly evolving economic and cultural population, the country has exceeded expectations, becoming the world's largest wine consumer since 2013, according to data provided by Italian Wine Lover, a wholesaler. This phenomenon is not transient but structural: since 2017, the business of Italian wine exports to China has shown a continuous increase in business value. 

In that year alone, the OIV, the International Organization of Vine and Wine, reported a 17 percent increase in Italian wine sales compared to the previous year. Italy, with its tradition and the quality of its denominations, is in a privileged position to ride this wave, but to do so, a strategic and targeted approach that enhances the excellence and history of the product is necessary. 

From Veneto to the Far East

In this context of expansion, Valdo Spumanti, a historic company from Valdobbiadene, Italy, since 1926 and a leader in the production of Prosecco Superiore DOCG, positions itself as a protagonist of internationalization. Building on the success of its iconic product, Valdo Marca Oro, the best-selling Prosecco DOCG in Italy and worldwide, the company is now looking with renewed interest to the Far East. 

DOCG stands for Denominazione di Origine Controllata e Garantita, which is best translated into English as "controlled and guaranteed designation of origin." This is the highest quality level for wines in Italy.

The history of Valdo is inextricably linked to the Bolla family, which over three generations has transformed a passion for bubbles into a successful global enterprise. 

Originally founded in 1926 as Società Anonima Vini Italiani Superiori, a company principally dedicated to sparkling wine production of Valdobbiadene Prosecco Superiore and Cartizze, the company was later converted to Valdo in 1951 by Sergio Bolla, and it began to expand internationally in the 1990s, first in Europe and then in the Americas and the Far East. 

Today, Valdo represents the perfect union of tradition and innovation, with a strong rooting in the Valdobbiadene and Conegliano territories, recognized as UNESCO World Heritage Sites in 2019, serving as a global calling card for the extraordinary winemaking vocation of the area. 

Production is based on the Glera grape and a meticulous approach that winemaker and technical director Gianfranco Zanon summarizes in the mission of "doing less" and "doing natural," ensuring maximum respect for the delicacy of the raw material. Furthermore, the relationship with the 70 contributing grape growers is crucial, as the work on the steep hills requires a "heroic harvest" entirely done by hand, an aspect that enhances craftsmanship and the deep bond between man and the countryside. 

The hills of Valdobbiadene, where Valdo Prosecco vineyards grow

Entry strategy 

Valdo is not new to the Asian market, and is already present in several countries on the continent. However, entering the colossal Chinese market represents the most significant strategic challenge. The move to tackle this market has been designed to overcome the complex segmentation of the local audience, which is a mosaic of regions, age groups, and social classes with very different tastes. 

For this reason, Valdo is developing a targeted selection of its sparkling wines most suitable for this audience's palate. 

The key is adaptability: offering a portfolio that ranges from the more accessible Prosecco DOCG to niche and high-end products. A central role in this strategy is played by the Prestige Line, dedicated to the Horeca channel: It is the most refined expression of Valdo's quality and is already expanding rapidly in the restaurant channels abroad, particularly in Germany and the US, offering excellences such as the Cuvée di Boj, made exclusively from grapes of a historic vineyard in the Valle dei Buoi, the Valdo Numero 10, a 100 percent Glera vintage sparkling wine produced using the prestigious Metodo Classico, and the Rive San Pietro di Barbozza DOCG Brut Nature, a cru of the DOCG with limited production of about 17,000 bottles, which represents the essence of territorial excellence. 

The goal is twofold: on one hand, to leverage the notoriety and freshness of Prosecco for widespread consumption; on the other, to focus on the superior quality and exclusivity of Valdobbiadene Superiore DOCG to capture the more demanding consumer segments and luxury consumption occasions. Valdo is not just exporting wine; it is exporting the prestige and craftsmanship of Made in Italy Prosecco, positioning itself in a market ready to absorb not only volumes but, above all, value. 

The Valdo Atelier is the premium strategy for conquering new markets Photos: Courtesy of Valdo Spumanti

Expansion in China 

Valdo's strategic expansion in China is not just a commercial move but the culmination of a nearly century-long story that unites the heroic tradition of Valdobbiadene with the dynamism of the global market. 

By leveraging the recognized quality of its Marca Oro to open doors and the excellence of the Prestige Line to conquer the high-end market, Valdo demonstrates a full understanding of how to approach a demanding and fragmented market. 

If it is true, as data indicates, that China is set to lead global wine consumption in the coming years, Valdo's targeted approach, based on the authenticity-adaptability duo, positions the company optimally to capitalize on this exponential growth and transform ambitions into solid economic results.