Wine Designed for the Chinese by Pernod Ricard in Australia
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Recently, about 600 Chinese wine workers from global beverage giant Pernod Ricard, were in South Australia's Barossa Valley, one of the continent's best-known wine areas, to learn about a line of wines made specifically for the Chinese market.
Jacob's Creek owner Pernod Ricard's Stephen Couche (in the background)
and Horace Ngai, the winery's deputy managing director.
Naomi Jellicoe Source: The Advertiser
The Chinese employees of the French multinational, took 'sensory lab' sessions and tasting classes, as they trained to become the 'connoisseur-gurus' back home, preparing for the launch of Jacob's Creek 'Winemaker's Selection' label in China. The Jacob's Creek 'Winemaker's Selection' is believed to be the first-ever line of wines made specifically with the Chinese market in mind, in Australia or possibly worldwide.
Con Constandis, the Pernod Ricard China's managing director in charge of distribution for the Jacob's Creek labels, said that in China wine is a booming industry as the burgeoning middle class develops a taste for premium imported wines.
"Affluence and aspiration are some of the things that come to mind," commented Constandis. "Twenty years ago 20% of the population was urban, 80% was rural, now it's a 50/50 split between the two," he said, adding that Chinese consumers use wine to make a statement, basically, as a status symbol.
Horace Ngai, the deputy managing director of Jacob's Creek, a Chinese national with 20 years of experience in the wine industry, said that middle class Chinese consumers are growing more sophisticated, and that the art of wine appreciation is gaining popularity in China.
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