The winemakers of Italy are looking to gain a foothold in the growing Asian wine market at a trade fair next month.

Vinitaly will be pushing the complementary nature of Italian food and wine at the Hong Kong Trade Development Council Wine and Spirits Fair in November, according to the Drinks Business.

The group has no doubt been inspired by the enthusiasm that has developed in Hong Kong and China for wines from the French regions of Bordeaux and Burgundy.

Such is the demand from Asia for the top Bordeaux bottles, Hong Kong and China now account for more than 60 per cent of all Bordeaux exports, the region's trade association confirmed this week.

However, Vinitaly will be taking a different approach in Hong Kong; it has decided that the best way to sell Italian wine is to incorporate Barolo, Barbaresco and Super Tuscans into an overall package promoting Italian lifestyle.

Stevie Kim, general coordinator of Vinitaly International, told the Drinks Business that the divisions between the regions have prevented winemakers coming together for a joint marketing drive in the past.

"Italians are very creative but unfortunately in the wine industry they are rather behind as they are very fragmented," she said.

"It's a very individualistic society and we wanted to take the opportunity to bring the Italian wine industry together."

Ms Kim went on to explain that promoting wine with cuisine gives the former a significant boost.

"Italian food is extremely well-known in Asia and is very popular. I wanted to promote the wines with the food."

As partner of this year's Hong Kong Trade Development Council Wine and Spirits Fair, more than 300 wine producers from Italy will be represented at this year's event.