The motivation for the Chinese to learn more about Chilean wines is staggering. In late 2015, he began an initiative to Chinese consumers learn of Chilean wines. It was a course and the initial target was that-at least 300 people enroll.
The enthusiasm was greater and organizers (Wines of Chile Academy) reported that 2016 will close with about a thousand students enrolled … a success.
The idea arose after 2015 partnership between Asia Wine Service & Education Centre (AWSEC) and Wines of Chile as a way to advance knowledge between the Eastern consumers about the Chilean viñatera offer.
The AWSEC is the most prestigious institute of China in teaching wine and Chilean institution helps the academy with wines and teaching materials for classes. Students must pay for the courses, which have three stages: Ambassador, the most basic and aimed at a general audience; Specialist, expert, and the last, Maestro, which includes the possibility of visiting Chile.
Classes are in English, Mandarin and Cantonese in cities like Beijing, Shanghai, Guangzhou and Hong Kong.
Chinese consumers have great interest in learning about Chilean wines, diferebres qualities and Chilean wines for export.