Wirra Wirra announces partnership with Pran Wines in China
McLaren Vale’s Wirra Wirra has announced a new partnership with Pran Wines in China to strengthen its reach in the on-premise and e-commerce channels.
Established in 2012, Pran Wines focuses primarily on the HORECA channel and sub distribution, with an online presence active in more than 30 cities across China. The importer is an advocate for Australian wines in the country, and has been recognised as the Best Australian Importer in China by Wine Australia.
Baron Hong, CEO at Pran Wines, said the partnership “represents a tribute to more than a decade of commitment to Australian wine in China”.
The new partnership will exist alongside Wirra Wirra’s existing relationships with businesses in Mainland China. The South Australian winery has a long-established collaboration with Aussino, which has a network of more than 200 franchised stories and a strong presence across southern China.
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Wirra Wirra CEO Matt Deller MW, who recently returned from a visit to China, reflected on the enduring relationship between the two markets. “It was inspiring to see firsthand how the love story between Chinese wine enthusiasts and Australian wines has not only endured but intensified,” he said.
Australian wineries like Wirra Wirra are rebuilding relationships with China since 2024 after tariffs on Australian wine were lifted in March 2024. The levies were originally imposed in 2020, meaning many wineries in Australia had not had wines in the country for a number of years. Now, many are doubling efforts to bring their products back to Chinese consumers.
Deller continued: “Wirra Wirra is thrilled to partner with Pran Wines, whose expertise and reputation make them the perfect ally to help us quench that growing thirst for genuine, characterful Australian wines. Alongside our long term partnership with Aussino, this new relationship gives us the national reach and channel focus that Wirra Wirra needs in a market as important as China.”
This announcement also forms part of Wirra Wirra’s broader Asia Pacific strategy. The winery has recently appointed brand building agency Nimbility to support its development in the region, assisting with partner selection and brand building efforts to increase visibility and engagement.
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