Capel Group: partnership with Yiming ‘a clear step forward’
Chile’s leading pisco producer has joined hands with Shanghai Yiming to accelerate the growth of its flagship Alto del Carmen in China. Rebecca Lo reports.
Capel Group announces a strategic partnership between its flagship pisco brand Alto del Carmen and Shanghai Yiming Supply Chain Technology Co., Ltd. (Yiming), part of the C&D Conglomerate.
Following more than a dozen years in the Chinese market initially concentrating with on-trade and then with e-commerce channels, Alto del Carmen’s agreement with Yiming ushers its expansion to a broader national distribution network including premium retail.
Capel Group is regarded as Chile’s leading pisco producer. It is rooted in the Elqui Valley and its portfolio of premium brands echo the country’s distilling heritage and commitment to excellence. Alto del Carmen is named after the Andean town at the soul of Chile’s pisco region and is an authentic, terroir-driven pisco crafted with premium Muscat grapes and traditional methods.
Alto del Carmen’s milestone collaboration with Yiming coincides with China’s growing interest in premium white spirits, as consumers are more keen to explore new categories. Yiming specialises in the import, distribution and development of premium international beverages across China. It brings to the table a seasoned local team possessing intrinsic understanding of the Chinese beverage market and a proven track record of national reach.
Supported by market strategist Nimbility, the partnership underscores Capel Group’s commitment to building Alto del Carmen as a reference pisco brand within one of the globe’s most dynamic and promising spirits markets.
Tapping into the Chinese market
Yiming will focus on strengthening Alto del Carmen’s presence in key on-trade cities; expanding to premium retail and wider regional distribution; building long term category education and consumer awareness; and capitalising on the continued growth of premium white spirits in China.
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“China has been a strategically important market for Alto del Carmen for over a decade,” said Álvaro González, Capel Group’s export director.
“This partnership with Yiming represents a clear step forward. Its strong distribution capabilities combined with its understanding of both on-trade and retail channels give us great confidence in expanding Alto del Carmen’s footprint while preserving its premium positioning.”
Pisco’s ‘significant opportunity’ in China
“We see significant opportunity for Alto del Carmen in China,” noted Annie Ding, general manager with Shanghai Yiming Supply Chain Technology Co. Ltd.
“The pisco category aligns well with current market trends: premium spirits, storytelling, and versatility in cocktails and consumption occasions. Working closely with Capel Group and Nimbility, we are excited to introduce Alto del Carmen to a wider audience through expanded on-trade and retail distribution.”
“Alto del Carmen is meeting a moment in China for heritage, quality, value and consumer demand,” commented Ian Ford, Nimbility co-founder and CEO.
“With strong brand heritage, the right China partner and a shared long term vision, Alto del Carmen is poised for its most exciting phase yet in the country.”
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