Too many wine brands not ‘China-ready’

7th January, 2016 by Patrick Schmitt

Building wine brands in China requires a novel approach, but few labels are ready for the market, according to Wine Intelligence co-founder Richard Halstead.

Speaking at ProWine China last year, Halstead, who led a seminar on the Chinese market at the exhibition, stated, “The brand that you sell needs to be China-ready, but it is astounding to me how many I see being sold in this market that are not China-ready – for example, the brand name is a mess in Chinese, the packaging is not right, or the pricing is wrong too.”

Continuing, he said, “You need to approach China as a market that exists by itself as its own world with its own rules.”

Considering the vital measures that should be undertaken before launching a wine….

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