Vergelegen Estate partners with Tipsy Fruit to enter China
South Africa’s Vergelegen Estate has announced its entry into the Chinese market through a new partnership with importer Tipsy Fruit.
The collaboration will introduce five of Vergelegen’s key wines to Chinese consumers: Estate Red, Reserve Cabernet Sauvignon, Reserve Merlot, Reserve Chardonnay, and Wild Winds Sauvignon Blanc.
Tipsy Fruit, established in 2016, is an online-led distributor based in Shanghai.
The company targets young consumers in China with its portfolio of wines, juices and beverages. Its current brand partners include Bosio Family (Italy), Zaccagnini (Italy), ¡HOLA! (Spain), Campanario (Chile), Alcanzado, and Sur Valles.
Tipsy Fruit currently works with major platforms including Tmall, Taobao, JD.com, and RED, both via sub-distribution and its own self-run stores. offline distribution covers leading chains such as Hema, Family Mart, and RT Mart.
Partner Content
Diana, partner of Tipsy Fruit, said: “Our strength lies in digital engagement, and we will use our online platforms and social media networks to connect Vergelegen directly with China’s young wine consumers. By leveraging both e-commerce and KOL collaborations, we can reach the right audiences efficiently and create a strong identity for Vergelegen in this fast-moving market.”
Nichole Mao is partner at brand building agency Nimbility, which supported the deal. Mao said: “Tipsy Fruit represents a new style of importer – online-first, dynamic, and very in tune with China’s younger consumers. While this may seem unconventional in traditional wine markets, it is a natural fit in China, where some of the world’s most modern and innovative sales channels have developed. For a historic estate like Vergelegen, this is an exciting way to build a contemporary presence.”
The first shipments of Vergelegen wines arrived in China in October.
Laura Sullivan, export sales & market manager at Vergelegen, described China as an “increasingly important market for fine wines”.
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