ASC targets end consumers with music festival partnership
Wine importer and distributor ASC Fine Wines served as the exclusive wine partner at China’s Slow Rock Music Festival, tapping into “new and future consumers” through its activations.
ASC served as the exclusive wine partner at the Slow Rock Music Festival, which took place on 14-16 June in Dali, Yunnan Province.
The wine importer, which recently returned to family ownership after 15 years under Suntory, hosted a dedicated ASC wine bar. Social media influencers were employed to amplify the visibility of the partnership on Red Note (小红书), the social media platform behind the festival.
Red Note welcomed 150,000 guests to the three-day Slow Rock Music Festival, which featured immersive art installations, local cuisine and performances by music artists.
ASC is looking to engage end consumers through experience-led occasions. “This festival perfectly captured how today’s young consumers approach wine – not as a luxury, but as part of authentic experiences,” said Monica Xu St. Pierre, lead director of ASC Fine Wines.
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St. Pierre said the wine industry still has “room to grow” among China’s end consumers. She explained to db: “Many wine events primarily target trade professionals or connoisseurs, but we see immense value in engaging not only our existing customers but also new and future consumers. By participating in events as this, we aim to demystify wine, make it more accessible, and cultivate a broader appreciation for it in everyday life.”
ASC’s #wine有引力慢慢喝 (SlowSips) activation encouraged attendees to share their wine moments across social media.
“The festival’s energetic yet laid-back atmosphere was a perfect fit for wine, as it aligned with the idea of savouring experiences. Since rock was one of the most popular segments of the campaign, it drew a large, engaged crowd, giving us a prime opportunity to introduce our wines in a fun and memorable way,” St. Pierre added.
The wines we showcased included: Louis Jadot Coteaux Bourguignons Blanc, De Bortoli Petit Moscato, Château Picheron and Cour de Mandelotte.
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