JC Viens #179
Championing Italian Wines and Franciacorta in China
JC’s activities include his appointment as the Greater China Ambassador for Franciacorta in January 2019 and as Maestro of the “Ordine dei Cavalieri del Tartufo e dei Vini d’Alba.”
His leadership has been instrumental in expanding this Order into 15 countries, building a network of over 700 ambassadors to advocate for Italian wines internationally. JC assisted the Consorzio of Franciacorta in refining their brand strategy for the Chinese market – a mission crowned by the creation of the brand’s Chinese name (馥奇达) and the successful acquisition of its trademark registration.
JC Viens the Global Italian Wine Ambassador
JC Viens brings a rich blend of global trade knowledge and a passion for wine education to the Italian wine scene. Starting his career in Hong Kong, he set up a thriving export business and worked his way into many countries, laying down the groundwork of what would become a globe-spanning career. Those early days taught him the ins and outs of international markets, lessons he now lovingly applies to his work with Italian wines.
JC’s Mission: Elevating Italian Wine Through Education and Strategy
When he was in Hong Kong, JC dreamed up and delivered a popular wine course called “How to Taste Like a Pro”. He also led engaging sessions on the wine regions of Italy and beyond. His roles have been varied, including being an Accredited Tutor for L’École Du Vin De Bordeaux, a Vinitaly Italian Wine Ambassador, and even diving into the Masters of Wine program to deepen his understanding and love for the wine world.
For the last 15 years, JC worked at the intersection of education, communication, and strategy, helping wineries, Consorzi, and professionals navigate international markets. Whether designing educational programs, advising on export strategies, or crafting narratives that resonate globally, his goal is to make Italian wine more accessible, understood, and valued worldwide.
As a certified WSET Programme Provider, JC has been the friendly guide for many wine professionals, helping expand their horizons through well-crafted courses. He also played a key part in shaping the curriculum at the Vinitaly International Academy, shaping its curriculum to decode Italy’s diverse native grape varieties.
JC’s Influence: Shaping the Global Voice of Italian Wine
Over the years, as a former Managing Editor of Spirito di Vino Asia, a consultant to Vinitaly International, and a monthly speaker on a live radio show in Hong Kong, JC has used his voice and expertise to shape the global perception of Italian wines. His efforts include serving as a judge at prestigious wine awards and a commitment to continuous learning, exemplified by his completion of an Advanced Wine Assessment Course for wine competitions. Honored with the Cavaliere dell’Ordine della Stella d’Italia for advancing Italian wines in Greater China, JC now calls Verona his home. JC collaborates with wineries, Consorzi, and wine professionals, helping them share their stories and wines even further through thoughtful education and heartfelt communication.
