Winemakers from Italy have been surprised by the level of enthusiasm for their produce in Hong Kong and China, it has been revealed.

Mario Fontana of Cascina Fontana told the Wall Street Journal that he had been "taken aback" by the passion for Italian wine in the region, along with an already impressive level of knowledge on the subject.

"We have been particularly pleased by the apparent willingness of local wine lovers to broaden their horizons," he told the news provider.

Chiara Boschis, winemaker with E. Pira of Piedmont, said that coming personally to Hong Kong is important to raise awareness of Italian wine.

"For new markets like Hong Kong, it's important to come and to explain and plant the seed and let people know," he advised the newspaper.

Interest in the wines of Italy appears to be increasing, if attendance at the recent Vinitaly exhibition is anything to go by.

Record numbers of foreign visitors flocked to the event earlier this month, with 48,000 of the 156,000 guests coming from overseas.