tastes of europe spirit tasting event...
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
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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
Total number of speakers / 15
Photographer 0 1
Translator 1 2
Number of workshops organised 1 2
GI Products
Total GI spirit drinks represented / 12
MS represented through GI spirits / 9
Types of canapés served / 16
Canapes featuring GI products / 16
Product categories represented (ham & meat, cheese, olive oil, wine, spirit drinks, variety)
/ 6
MS represented through drinks and buffet / 13
Promotion Items
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
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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
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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
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III. Featured Spirit Drinks
Country Registered GI Name
Cyprus Ouzo
Zivania
Finland Vodka of Finland
France Cognac
Greece
Masticha of Chios
Tentoura
Ouzo
Ireland Irish Whisky
Spain Brandy de Jerez
Poland Polska Wódka/Polish Vodka
Sweden Svensk Vodka/Swedish Vodka
UK Scotch Whisky
Total: 9 12
IV. Website and Social Media
Website-EN: http://tastesofeurope.eu/calender/spirit-tasting-event-embassy-of-poland-in-beijing/
Website-CN: http://tastesofeurope.eu/cn/calender/spirit-tasting-event/
Weibo: http://weibo.com/5574354205/D4pmj9Xe0
Wechat: http://bit.ly/1PRnF1u
Facebook:
https://www.facebook.com/media/set/?set=a.882853531810317.1073741837.653531038075902&ty
pe=3
Twitter: https://twitter.com/TastesOfEurope/status/669782679525572608
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Annex I. Cocktail Menu
Cocktail No.1
Irish Whisky, Apple Juice, Angostura Bitters
Cocktail No.2 Cognac (France), Rose Syrup, Sparkling Wine
Cocktail No.3
Swedish Vodka/Vodka of Finland, Grape Juice, Ginger Ale
Cocktail No.4 Ouzo (Greece and Cyprus), Scotch Whisky (UK), Peychaud's Bitters, Syrup
Cocktail No.5
Polish Vodka, Pineapple Juice, Plum Liqueur, Grenadine
Cocktail No.6 Zivania (Cyprus), Elderflower Syrup, Cucumber Syrup
Served on the rocks
Ouzo (Cyprus) Zivania (Cyprus)
Vodka of Finland (Finland) Cognac (France)
Masticha of Chios (Greece) Tentoura (Greece)
Ouzo (Greece) Irish Whisky (Ireland)
Brandy de Jerez (Spain) Polska Wódka/Polish Vodka (Poland)
Svensk Vodka/Swedish Vodka (Sweden) Scotch Whisky (United Kingdom)
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Annex II. GI Canapé Menu
Roasted tomato and olive mini pizza
Featuring PDO Queso Manchego cheese (Spain), PGI Lakonia olive oil (Greece) and PDO Beurre
d'Isigny (France)
********
Roasted tomato, caramelized onion, feta cheese and pesto tart
Featuring PDO Feta cheese (Greece) and PDO Parmigiano Reggiano cheese (Italy)
********
Chicory leaves stuffed brie and grapes Featuring PDO Brie de Maux (France)
********
Warm zucchini and cheddar bread squares
Featuring PDO West farmhouse Country Cheddar cheese (UK)
********
Smoked salmon, crème fraiche, cracked pepper and lemon crostini
Featuring PGI Lakonia olive oil (Greece)
********
Hummus salad and pomegranate molasses crostini
Featuring PGI Lakonia olive oil (Greece)
********
Ham and cheese polenta squares
Featuring PDO Prosciutto di Parma (Italy) and PDO Parmigiano Reggiano (Italy)
********
Cheese and fragrant mushroom quiche
Featuring PGI Danablu (Denmark)
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Cheese and chicken quiche
Featuring PDO Asiago Cheese (Italy)
********
Seasonal fruit/vegetables wrapped in Parma ham
Featuring PDO Prosciutto di Parma (Italy) or PGI Balsamic Vinegar of Modena (Italy)
********
Mozzarella arancini balls
Featuring PDO Mozzarella di Bufala Campana cheese (Italy) and PGI Štajersko prekmursko bučno olje
pumpkinseed oil (Slovenia)
********
Quinoa, sweet potato and cheese pancakes with tzatziki
Featuring PDO Parmigiano Reggiano cheese (Italy)
********
Marinated fresh salmon kebabs with lemon and Chinese seasoning
Featuring PGI Scottish Farmed Salmon (UK)
********
Mini tomato, olive and cheese
Featuring PGI Gouda cheese (Netherlands)
Dessert
Chocolate hazelnut brownies
Featuring PDO Beurre d'Isigny (France)
********
Brandy tart
Featuring GI French Brandy (France)
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Annex III. Photo Gallery
a. GI spirit drinks on display
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b. Speakers for the “Introductory seminar on Chinese market access”
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c. The Introductory seminar on Chinese market access
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d. Speakers at the “Workshop on EU GI Spirit Drinks”
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e. Cocktails featuring GI spirit drinks
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f. Canape buffet featuring GI ingredients
g. Spirit drink tasting and networking session
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Annex IV. Participants List
A. Introductory seminar on Chinese market access for EU GI producers
No. Company/Institution Country Name of representative
1 China IPR SME Helpdesk-European Chamber EU Kinga Katus
2 China IPR SME Helpdesk-European Chamber
(speaker) EU Reinout Van Malenstein
3 DG AGRI (speaker) EU John Clarke
4 DG AGRI EU Lionel Menslidrey
5 Economic & Commercial Office- Embassy Of
Spain Spain Ernesto Ríos López
6 Economic & Commercial Office- Embassy Of
Spain Spain Cristina Marí 蒂娜
7 Eibens Spain Pablo Recio
8 Embassy Of Greece Greece Georgios Sakoufakis
9 Embassy Of Lithuania Lithuania Kuklierius Mindaugas
10 Embassy of Poland Poland Blanka Golebiowska
11 Embassy of Poland Poland Artur Siejka
12 Embassy of Poland Poland Weronika Nowak
13 EU Delegation To China And Mongolia EU Wang Huan 王欢
14 EU Delegation To China And Mongolia EU Nicolas Dandois
15 EU SME Centre Beijing China Martina Gerst
16 EU SME Centre Beijing China Erica Lin
17 EU SME Centre Beijing (speaker) China Rafael Jimenez
18 EU SME Centre Beijing China Anne-Laure Maddy
19 H2O Poland Andrez Pawelec
20 IP Key EU Benoit Misonne
21 Koelnmesse Germany Hans Stoter
22 Koelnmesse Germany Ryan Lam
23 Koelnmesse Partner Nina Vorster
24 Mazurskie Miody Zph Karolina Poland Dariusz Sasin
25 Mazurskie Miody Zph Karolina Poland Beata Piasecka-Sasin
26 Moët Hennessy Diageo (China) Co., Ltd. France Nicole An
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No. Company/Institution Country Name of representative
27 Pernod Ricard (Wyborowa Vodka) Poland Serena Chum
28 Polish-Chinese Business Council Poland Jacek Boczek
29 PBC Poland Maciej Skarbonkiewicz
30 PBC Poland Zhu Yoyo
31 Pernod Ricard (Wyborowa Vodka) Poland Qi Zhang
32 Polish Vodka Association Poland Elżbieta Kwiecioska-Prysłopska
33 Polish Vodka Association Poland Ada Krzewicka
34 Scotch Whisky Association (speaker) UK Lindesay Low
35 Sinco Sp. Z O.O. Poland Marcin Kubielski
36 Torunskie Wodka Garcenkoule Poland Barilese Mazgal
37 Torunskie Wodka Garcenkoule Poland Plote Lenkiewick
38 V&F Management Spain Spain Susie
39 V&F Management Spain Spain Armando
40 Weifang Salamon Food Co., Ltd. Poland Andrzej Salamon
41 Weifang Salamon Food Co., Ltd. Poland Krzysztof Nieszwiec
42 Weifang Salamon Food Co., Ltd. Poland Marta Hening
43 AQSIQ (speaker) China Li Yue
44 Interpreter China Susan Liu
45 Photographer China Zhou Xiaohui
46 Capital Spirits (speaker) China Matthias Heger
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B. Workshop on EU GI Spirit Drinks for Chinese buyers, importers and media
No. Company/Institution/Role Role Name of representative
1 Beijing Shifa Trade Co.,ltd Importer Jin Chunying
2 Beijing Jiahe Trade Co.,ltd Importer Li Tielan
3 Beijing Jiahe Trade Co. Ltd Importer NIU Zhong Ze
4 China Cuisine Association Buyer Sun Lin
5 meishichina.com Media Ji Tao
6 BTV-Happy Life China Media Zhao Yuanyuan
7 BeIjing Taihe Importer Li Yuan
8 Jingdong.com Importer Tian Songdi
9 Jingdong.com Importer Wang Ziqiang
10 Jingdong.com Importer Zhang Yueyang
11 Fullerton Jiahua (Beijing) Trading Co., Ltd
Importer Wu Jianting
12 Fullerton Jiahua (Beijing) Trading Co., Ltd
Importer Zhang Juntao
13 Beijing Duty Free Shop for Diplomatic Mission
Importer Zheng Haoping
14 Beijing News Media Wang Shukun
15 Beijing News Media Wang Xiangyu
16 Modern Weekly Media Feng Liming
17 Healthy Friends Media Wang Jia
18 Easteat.com Media Liu Guangwei
19 Easteat.com Media Liu Xiangping
20 Beijing Longlu Hongshun Trade Co.,ltd Importer Zhang Ying
21 Beijing Longlu Hongshun Trade Co.,ltd Importer Zhou Yuan
22 Moderator Interpreter Lacy Lan
23 Photographer Photographer Zhou Xiaohui
24 Tianjin Osen Tour Co. Ltd HoReCa GU Wen
25 Luga's HoReCa Danies
26 Luga's HoReCa Bob
27 Luga's HoReCa Jeny
28 Beijing Financial Rongyuan Shiji Trade Co., Ltd
Retailer Denver Li
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No. Company/Institution/Role Role Name of representative
29 Beijing Ruiyu Hengye Trade Co., Ltd Importer Cheng Li
30 Beijing Ruiyu Hengye Trade Co., Ltd Importer Xu Jinchuan
31 DG AGRI Speaker Nikos Chatzoudis
32 DG AGRI Speaker Daniela Ciobanu
33 Polish Vodka Association Speaker Andrzej Szumowski
34 Scotch Whisky Association Speaker Lindesay Low
35 Cognac (BNIC) Speaker Chelsea Li
36 Cognac (BNIC) Producer Olivia A Naer
37 Hellenic Agora Speaker Liakos Konstantinos
38 Hellenic Agora Producer Lampropoulou Kornilia
39 Hellenic Agora Producer Yong Jiang
40 Economic & Commercial Office-
Embassy Of Spain Speaker José Luis Kaiser
41 Capital Spirits Ltd Speaker Bill Isler