Ethica Wines Partners with Interprocom China to Globalize Italian Wine Market
On February 9, 2026, Ethica Wines, a prominent player in the import and distribution of fine Italian wines, announced its partnership with Interprocom Cantine Divine (Shanghai) Co., Ltd. The deal, signed on February 2, 2026, marks a significant step in Ethica's expansion into the Chinese market, as well as its overall strategy to bolster the global presence of Italian wines.
This strategic alliance is designed to capitalize on Interprocom's extensive market knowledge and local expertise in China. The partnership sets a foundation for Ethica Wines to enhance its operations by June 30, 2026, building a scalable platform specifically dedicated to Italian wines. This move follows Ethica's previous entry into the Chinese market with the launch of Zefiro Wine in 2022, demonstrating their commitment to developing substantial routes for the distribution of Italian wines in high-growth markets.
Francesco Ganz, CEO of Ethica Wines, emphasized the significance of this partnership, stating, "Interprocom represents a key milestone in our journey in China. Its experience, relationships, and market knowledge give us a solid foundation to continue building a clear, long-term vision for Italian wines." This sentiment underscores the strategic intent behind the alliance—that through local expertise, the company intends to accelerate its growth trajectory.
Founded in 2013, Interprocom has established itself as a reputable importer and distributor within the Chinese wine market, operating from its headquarters in Shenzhen and maintaining a robust network of trade partners throughout the country. The company is widely regarded for its focus on quality and consistency, which aligns perfectly with Ethica's ambition of establishing firm benchmarks in the Italian wine sector.
Under the new organizational structure, both Interprocom and Zefiro Wine will operate on the same platform, effectively consolidating their operations to maximize efficiency and streamline market penetration strategies. This unified approach will further enhance commercial execution while optimizing their outreach to diverse market channels.
Moreover, Interprocom's stronghold in the Chinese market and Zefiro's recent expansions make this partnership particularly timely as consumer preferences evolve in response to changing global trends. Together, they aim to harness these dynamics to create a compelling narrative around Italian wines, ensuring increased visibility and demand.
In recent years, Ethica Wines captured attention when the Financial Times recognized it as one of the Fastest-Growing Companies in the Americas, marking its upward trajectory in a competitive landscape. The company's successful distribution model in North America and the Asia-Pacific region positions it well for further achievements, leveraging established networks and local teams that understand intricacies of regional markets.
Both companies are set to share further developments regarding their organizational initiatives in the coming period, emphasizing continued collaboration and innovation in reaching their ambitious targets. The combination of Interprocom's established market presence and Ethica's global aspirations presents an exciting opportunity to redefine how Italian wines are perceived and distributed across the globe. With this partnership, both Ethica Wines and Interprocom are poised to elevate the Italian wine experience to new audiences, increasing appreciation and consumption in one of the world's most dynamic marketplaces.
This strategic alliance is designed to capitalize on Interprocom's extensive market knowledge and local expertise in China. The partnership sets a foundation for Ethica Wines to enhance its operations by June 30, 2026, building a scalable platform specifically dedicated to Italian wines. This move follows Ethica's previous entry into the Chinese market with the launch of Zefiro Wine in 2022, demonstrating their commitment to developing substantial routes for the distribution of Italian wines in high-growth markets.
Francesco Ganz, CEO of Ethica Wines, emphasized the significance of this partnership, stating, "Interprocom represents a key milestone in our journey in China. Its experience, relationships, and market knowledge give us a solid foundation to continue building a clear, long-term vision for Italian wines." This sentiment underscores the strategic intent behind the alliance—that through local expertise, the company intends to accelerate its growth trajectory.
Founded in 2013, Interprocom has established itself as a reputable importer and distributor within the Chinese wine market, operating from its headquarters in Shenzhen and maintaining a robust network of trade partners throughout the country. The company is widely regarded for its focus on quality and consistency, which aligns perfectly with Ethica's ambition of establishing firm benchmarks in the Italian wine sector.
Under the new organizational structure, both Interprocom and Zefiro Wine will operate on the same platform, effectively consolidating their operations to maximize efficiency and streamline market penetration strategies. This unified approach will further enhance commercial execution while optimizing their outreach to diverse market channels.
Moreover, Interprocom's stronghold in the Chinese market and Zefiro's recent expansions make this partnership particularly timely as consumer preferences evolve in response to changing global trends. Together, they aim to harness these dynamics to create a compelling narrative around Italian wines, ensuring increased visibility and demand.
In recent years, Ethica Wines captured attention when the Financial Times recognized it as one of the Fastest-Growing Companies in the Americas, marking its upward trajectory in a competitive landscape. The company's successful distribution model in North America and the Asia-Pacific region positions it well for further achievements, leveraging established networks and local teams that understand intricacies of regional markets.
Both companies are set to share further developments regarding their organizational initiatives in the coming period, emphasizing continued collaboration and innovation in reaching their ambitious targets. The combination of Interprocom's established market presence and Ethica's global aspirations presents an exciting opportunity to redefine how Italian wines are perceived and distributed across the globe. With this partnership, both Ethica Wines and Interprocom are poised to elevate the Italian wine experience to new audiences, increasing appreciation and consumption in one of the world's most dynamic marketplaces.
Topics Consumer Products & Retail）
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