Wine & Spirits Brands’ Strategies for Chinese New Year

Chinese New Year is the occasion for brands to adapt their communication and their packaging to the joyful spirit of this period in China. 2017 is under the sign of the Fire Rooster and different wines and spirits producers used this symbol in a very creative way.

1. Wine from ” La Vieille Ferme “

Launched by the Perrin family and distributed in China since 1995, La Vieille Ferme wines can be recognized thanks to their label, on which a chicken and a rooster are drawn. It was then the perfect opportunity for the year of the Fire Rooster to customize the labels. The result is eleven illustrations about the rooster that will be used in les Vins de la Vieille Ferme’s communication in Mainland China, Hong Kong, and Taiwan.

Reas as well: Guide to exporting alcohol to China

2. Dominique Piron

Wine producer Dominique Piron has launched a special collection « Plaisir de Xi » (Xi’s pleasure), referring to the Chinese president XI Jinping. This special collection has been released after a request from his Chinese distributor.

3. Johnnie Walker

For Chinese New Year, Moet Hennessy’s Scotch brand Johnnie Walker launched an exclusive collection of only 90 bottles of his Blue Label Scotch. Printed in gold with Chinese calligraphy, the collection is available from premium retailer Asher BWS in Singapore, at a price of S$330 (around €220).

4. McWilliam’s

McWilliam’s offered personalized labels for Chinese New Year at Olympian City in Mong Kok. After buying two bottles from McWilliam’s Hanwood Estate (Riesling, Chardonnay, Shiraz and Cabernet Sauvignon) or JJ McWilliam (Chardonnay, Shiraz, Cabernet Merlot, and Shiraz Cabernet), wine lovers could get their photo snapped and printed on the bottle label.

5. Other examples

Other wines and spirit brands were creative for the Chinese New Year, like Penfolds recently releasing a limited edition ‘Rooster’ bottle or Brunello di Montalcino Riserva DOCG 2010 Zodiac Rooster from Castiglion del Bosco in Tuscany.

Brands can then be very original and creative for the Chinese New Year and take the opportunities of this joyful period.

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