1. CASE STUDY: Promoting Chilean wine in China

Few people in China acknowledged Chile as a wine producing nation of any stature. The Chilean trade commission teamed up with Ogilvy Public Relations to change the situation with an informative online campaign.

Background
China offers huge potential for the wine industry, but being a young market, it is also full of confusion. A lack of knowledge often leads consumers to default to French wine and high prices to ensure quality while demonstrating the desired status that goes with drinking wine.

Aim
Recognizing the potential of the China market, Chile’s trade commission in Shanghai, ProChile, set out to help consumers understand that there is more to choosing wine than the price tag, and to present Chilean wine as an attractive, more affordable alternative to premium European wines.

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2. China learns to wine properly – GlobalTimes by Michael Gold

As the winter season rages on, don’t forget one of the best ways to keep warm during the chilly season: Curling up in front of a roaring fire with a thick woolen blanket and a big goblet of hot mulled wine in your hand.

This being China, however, you may have to substitute the wine for a shot of erguotou, but worry not, because the Chinese market for wine (a daily staple of most Westerners’ diet) has been skyrocketing along with the rest of the Chinese economy.

Though in the eyes of many independent wine importers, restauranteurs and connoisseurs, attitudes toward wine in China still have a long way to go if they’re to match the ethusiaism commonly associated with French tipplers.

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3. Chinese Wine Labels No Longer Capture The Essence of Chinese Taste and Design

Guesses are, the concept of Chinese wine, taste, and design coinciding as a single concept never crosses one’s mind. A pretty smart guess. However, examining historic Chinese wine labels sheds some light on a unique design oriented past.

Not too long ago, Chinese wine connoisseurs had a diverse range of wine selections with amazingly intricate and detailed design packaging. But after foreign imported wines began entering the Chinese market, many of these wine brands died off, along with their special wine design aesthetic.

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