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Giesen stamps mark in China

Giesen stamps mark in China

Giesen Wines is earning a growing following in China, where it has been exporting for the past five years.

Its wines recently won acclaim at China’s largest and most prestigious wine competition, CWSA (China Wines & Spirits Awards), which brings together winemakers from all over the world to compete in a blind tasting. Giesen’s haul included the CWSA Marlborough Wine of the Year Trophy, two double golds, and five golds.

General manager Kyle Skene said Giesen’s total wine portfolio is exported to China, including Giesen Estate, The Brothers (Reserve) and Single Vineyard series. Its wines are sold across 12 Chinese cities and seven provinces.

“Typically Marlborough Sauvignon Blanc constitutes a high share of our global export orders, however, in China this is balanced with other varietals such as Merlot, Pinot Noir and Riesling.

He said Giesen’s exports to China were growing steadily. China is New Zealand wines’ eighth largest export country.

“Our approach is one of patience, considering that Chinese consumers are still acquainting themselves with New Zealand wine and, in particular, Marlborough Sauvignon Blanc.”

“We want to seed a long term sustainable brand and as part of this we’ve invested significantly in promoting our wines in China over the past two years.

“This has been in the form of spending time in trade, introducing new products, digital media campaigns, Media and trade hosting in Marlborough plus injected branded merchandise into the market such as branded glassware.”

Skene said China perceived New Zealand food and beverage as high quality and sustainably farmed.

Red wine secures the biggest share of consumer following in China – a higher share than most wine drinking cultures around the world.

“In an age of technology, a generation of younger, adventurous, connected consumers are driving a change in buying behaviour. These consumers, through their access to digital media, are being exposed to lots of other choices, other than what their parents have shown preference towards in the past.”

Skene said it was an honour to receive acclaim at this year’s CWSA.

“This proves how well how wines compare with some of the most popular in the world. We look forward to expanding our presence in China and our CWSA medals are sure to help our efforts.”

Giesen The Fuder Clayvin Chardonnay 2012 was awarded the CWSA Marlborough Wine of the Year Trophy and won a double gold along with Giesen The Fuder Matthews Lane Sauvignon Blanc 2012. Gold medals went to Giesen Estate Riesling 2013, Giesen Single Vineyard Clayvin Pinot Noir 2012, Giesen Brothers Sauvignon Blanc 2013, and Giesen Vineyard Selection Sauvignon Blanc 2013.


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