Brygon Reserve Wines gets foothold in China

Brygon-JiuxianBrygon Reserve Wines has partnered with Chinese online alcohol retailer, Jiuxian.com, to sell its The Third Wheel and Humming Bird series on the Chinese e-commerce site.

Jiuxian.com’s chair, Hao Hongfeng, led a delegation to visit Brygon to close the deal with the Margaret River winery’s CEO, Robert Fraser-Scott, to sell Brygon wines on the site to provide Chinese consumers with a wider selection of high quality wines.

In 2015, Jiuxian.com expanded its reach into the global wine market by initiating direct purchases with wineries worldwide.

Recently, Jiuxian.com rolled out a series of promotions to celebrate its Wine Festival, including a limited-run flash sale for some fine wines priced at only 1 yuan (about US$0.15), providing online shoppers with over 10 million yuan (about US$1.5 million) in discount coupons as an incentive.

Wine is gaining a growing share of the Chinese alcohol retail market in line with the continued rise in the country’s living standards. Wine data analysis service provider IWSR said in a report that China’s wine retail market was valued at around 78 billion yuan (or US$12 billion) in 2015, one third of which was contributed by imported product.

Brygon Reserve Wines is included in the list of Australia’s Top 40 Best-Selling Wines, chosen by leading wine and spirit magazine, Winestate. Brygon was also named Best Wine in Western Australia and Wine of the Year.

This article first appeared on Inside FMCG’s sister site, Inside Retail.

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