Four Marsovin wines being sold in Japan

The majority of Japanese know little or nothing about Malta, but they are now learning more about the island – through its wines, specifically four Marsovin wines.

For some time now, Marsovin has been exporting four of its best wines to Japan: Grand Maitre, Antonin, Antonin Red and Cheval Franc.

Two years ago Jeremy Casssar, Marsovin’s director of marketing and export, met a Japanese wine importer who was visiting Malta and who was interested in the island’s wines.

He was quite impressed by the Marsovin range, but it was not easy for the local winemaker to penetrate the Japanese market. It was decided that the best way to do this was to promote Malta and Marsovin together.

Last June Marsovin held an official launch of its wines at the Okura Hotel, one of Tokyo’s luxury grand hotels.

A select number of guests paid over €200 a head to enjoy the hotel’s interpretation of Maltese food: the hotel’s chefs thoroughly researched Maltese food and created an entire menu based on typical Maltese products, including rabbit, vegetables, fennel, rucola, goat’s cheese, tomatoes and figs.

The food was washed down with the four Marsovin wines, which were well received by those attending the dinner. They were also impressed by Malta’s history and culture.

Following the dinner, Mr Cassar gave a presentation on Marsovin wines at the Academie du Vin, attended by about 40 students.

The export of Maltese wines to Japan could be emulated in other markets outside the EU, such as China, India and the US.

Mr Cassar, however, believes it is important to first promote Malta in these markets, thus creating enough interest in Maltese products, while also attracting tourists from these countries.

Marsovin wines are also exported to France, Italy and China.

For the last four years Marsovin’s production needs have beencompletely met by grapes grown in Malta, so it no longer needs to import grapes, even though the price paid for Maltese grapes is higher.

Marsovin presses about half of all wine grapes from Malta and Gozo. All grapes grown by Marsovin directly or bought from around 300 farmers are officially registered to ensure stringent control on the quality of Maltese wines, thanks to the DOK protocol which the industry together with government had introduced in 2007.