Alberto Bradanini, Italian Ambassador to China, expressed his hope that Italian wine would be a world-famous brand like Coca Cola in his address to the press in Beijing on Tuesday.

"Italy in China", a project to promote wine in China, is backed by Istituto Grandi and Italia del Vino, two most renowned wineries in Italy. It brings together selected Italian wines to let Chinese people know more about their distinctive features.

Bradanini stressed that Italian wines are known worldwide for their broad variety and pointed out the wine industry is blessed by diverse climatic conditions and a unique production organization, mainly formed by small and medium-sized enterprises.

The huge Chinese market is an irresistible attraction for Italian wineries. Italian wineries are determined to promote the differentiated Italian wine cultures and traditions in the Chinese market through the promotion project such as "Italy in China" despite the disturbing phenomenon that Chinese consumers seldom recognize the brand value of Italian wines and rarely show any interest to buy them.

It is said that China will witness more promotion projects like "Italy in China" in the next two years. Italian wineries hope that these projects will help win Chinese consumers’ recognition for Italian wines and help Italian wines take up a lion share in the Chinese market in the coming years.