Wine Your Food – Food and Wine Pairing

Wine and Food Pairing ¦ Learn how to match wine and Food.

How to Sell Wine in China

China is the recent toast of the wine world for a reason. Consider this:

Australian winemaker, Penfolds, launched the Special Bin 620 in Shanghai in 2011. The bunch was worth an ambitious $1000 per bottle. It was wiped out of the store shelves in no time. A year later, the same company introduced 12 “Ampoules” of Block Kalimna cabernet shiraz 2004. One of it – Ampuole No. 6 – was sold for a staggering $168,000 to a single restaurateur based in Hong Kong.

The stories such as those cited above are numerous and they paint an extremely encouraging trend, that the Chinese market is ultra lucrative for winemakers. If I own a winery or a wine shop, I would be crazy not to plunge into the fray and claim a share of the opportunity. Now, if you would ask me how I would do it, let me count the ways.

First and most importantly, there is the case of marketing. This should address several critical variables listed below:

  1. At least 80 percent of wines sold in China are bought as gifts.

  2. Prestige or brand-conscious wine consumers constitute 22 percent of the wine drinking population.

  3. French wines still dominates the Chinese foreign wine market; but,

  4. Young wine consumers are increasingly relying on recommendations, style and price in their purchase decisions.

So a marketing strategy that addresses these would most assuredly be effective for wine makers seeking to penetrate and compete in the Chinese market. For instance, the strategy could focus on niche marketing or building brand value. Then, Chinese culture is supposedly inherently curious with its thirst for knowledge. Capitalizing on this characteristic by integrating wine education or wine resource could immediately seize interest. I should cap this off with an innovative approach to wine-food pairings in the context of the local cuisine and my wine’s hold on the domestic market should achieve further strength.

Finally, I would be conscious of the Chinese business culture as well. In branding and labelling, for instance, I would be careful about things, objects and concepts that are considered lucky or unlucky. The previously cited Ampuole wine label had a super secret buyer for its Ampoule No. 8 bottles. Eight in Chinese culture is a lucky number on account of its similarity to the words “prosper” and “fortune”.



This entry was posted on January 17, 2014 by in Uncategorized and tagged , , .
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