Wine Enthusiast Magazine recently returned from a sell-out visit of mainland China, plus a stop in Hong Kong, on a promotional and exploratory tour geared toward reaching new wine consumers in the fastest growing wine consumption nation in the world, China.
Partnered with the largest wine retailer in mainland China, Yesmywine, Wine Enthusiast’s CEO Sybil Strum, Executive Editor Susan Kostrzewa and Director of Communications Jacqueline Strum hosted walk-around tastings and educational seminars in Shanghai, Beijing and Guangzhou, selling out all tickets in a matter of days.
Wines from 17 producers from all over the world, including Germany, Spain, France and California, poured top wine selections for press and consumers at the lively events, held in luxury venues throughout the country.
VIP dinners in all cities, plus a party and dinner at Hong Kong’s lauded Cuisine Cuisine restaurant, paired artisanal local cuisine such as sautéed pork, celery, lotus root and wild mushrooms and prestige bottlings like a 2004 Château Lafite Rothschild for an intimate group of high-end wine Chinese wine consumers.
The tour, aimed to promote Wine Enthusiast’s fast-growing China edition, now in its 8th issue, was also an effort to further unite the editors, Chinese wine consumers and the magazine’s Chinese readership, which is now at 100,000 circulation.
In addition to targeted wine consumers, the events also attracted local and national media, such as the country’s top wine journalist, Jim Boyce, author of the popular blog, grapewallofchina.com and contributor to Wine Enthusiast’s American and Chinese editions.
“This is a big move for an American wine publication and the Chinese public is eager for information,” said Boyce, who attended the Beijing tasting. “It’s exciting to see so many consumers here tasting and enjoying wine.”
Kostrzewa, whose educational seminars discussed six wines from regions such as Rioja and the Rhône, elaborated.
“This tour was not only essential in solidifying our relationship with the dynamic Chinese wine market, but also educated us in the passion for wine so many Chinese consumers are enjoying,” she said. “In each city, we were impressed not only with the wine knowledge attendees exhibited, but also their eagerness to try new styles and branch out into new regions in their tasting.”
Producer participants in the 2013 China Tour were:
Chateau Fleur Cardinale
E & J Gallo Winery