19th June, 2013 by Gabriel Stone
2. Great Wall
Volume 2011: 14,000,000 9l cases
Volume 2012: 15,500,000 9l cases
Change 11-12: 10.7%
2011 ranking: new entry
It may not register is traditional wine markets but China’s state-owned and largest wine brand has been quietly making an impressive impact. Not content with dominating domestic production, Great Wall is now looking to take a share in the country’s 20% year-on-year imported wine boom by selling its own globally sourced wine.
Speaking to the drinks business earlier this year, Cofco Wines & Spirits senior manager Shu Yu said: “We will make a French Great Wall, a Chilean Great Wall and an Australian Great Wall,” predicting that these will reach the market next year.
Employing Michel Rolland as consultant, COFCO bought Château de Viaud in Lalande de Pomerol in February 2011 for €10m, and Chile’s Bisquertt Vineyard at the end of 2010 for US$18m.
“I think our next step will be Australia,” Yu predicted, suggesting that the Barossa Valley would be the preferred region for a vineyard purchase. He also confirmed further plans for investment in the US.
With such a base, Great Wall poses an intimidating challenge for any brands eyeing a share of the Chinese market.
Brand owner: Cofco Wines & Spirits Co.
Head office: F11, Tower A, Cofco Plaza, 8 Jianguomennei Street, Dongcheng District, Beijing 100005
Tel: +86 10 8500 6688
Senior manager: Mr Shu Yu
Product range: Château Sungod, Terroir Wine