Wine Australia enlists ‘China’s Kardashians’ to promote Aussie wine

Wine Australia has employed two Chinese social media stars, dubbed the ‘Kardashians of China,’ to promote Australian wine online to a growing number of female wine drinkers.

Chufei and Churan, the two Chinese social media stars, have been enlisted by Wine Australia to promote Aussie wines

The two stars, Chufei and Churan, were brought by the trade organisation to Australia for a two-day whirlwind trip to Australian wineries and tourist spots last week, while they live-streamed the whole trip to millions of their followers on Tmall, Alibaba’s retail platform.

The twins were paid a total of AU$34,000 for the two-day boozy trip packed with food and wine tastings.

The marketing campaign comes as Tmall was launching its annual ‘September Nine’ promotion, where 576 million Chinese consumers will have more than 100,000 international wine and spirits brands to choose from, as reported by the Australian Associated Press.

Speaking about the partnership, Wine Australia’s general manager of marketing Stuart Barclay said that it would help draw more younger online consumers, especially female drinkers, adding that recent data suggested that China’s online consumers are rather fairly divided between two genders.

The twins told the AAP, “most of our fans are women so we share lots of recommendations together”.

This is part of Australia’s marketing campaign from the AU$50 million Export and Regional Wine Support Package (the AU$50m Package), which aims to drive demand for wine exports and showcase Australia’s wine tourism to key markets in Asia and the US.

China is Australia’s biggest and most valuable wine export market at the moment. Exports to the country including Hong Kong and Macau grew 55% to AU$1.12 billion in the past 12 months ending in June, accounting for 40% of Australia’s total export value.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

On-Trade Regional Sales Manager

Anthony Byrne Fine Wines
West Midlands, UK

Events Sales Executive

The Drinks Business Hong Kong
Hong Kong

Sales Executive

Wine Source
London, UK

Sales – North East England

Liberty Wines
London, UK

Account Manager

Grape Passions Ltd
Hertfordshire, UK

Account Manager Business Development

Gourvid Limited
London, UK

Key Account Manager

MMI Maldives

Pink Rosé Festival

7th Feb 2019

Wine Paris

11th Feb 2019
Click to view more

The Global Fortified Masters 2018

Deadline : 25th January 2019

The Global Pinot Noir Masters 2019

Deadline : 1st February 2019

Click to view more

Rioja Masters 2018

View Results

The Global Beer Competition

View Results

Click to view more