Argentinian wineries adopt Asian aesthetic tatste to woo Chinese market

Published on : Monday, July 6, 2015

China Trade WeekChina’s booming wine market has made Argentinian wineries scrambling to attract Chinese consumers by adopting a more Asian sense of aesthetics.



What is in the bottle remains the same high-quality wine that the South American country is famed for, while the labels and packaging try to cater to East Asian tastes in design, color, texture, typography and details.



Tierras Altas Winery, owned by Argentina’s Vargas Arizu family and located in the wine-making region of west Mendoza province, is a case in point.



In an effort to win over consumers in China, the winery has developed a product it hopes the Chinese will find both visually attractive and pleasing to the palate.



“We heed what our importer asks for in that regard, that’s why we adapted our packaging so that it will please the Chinese consumers,” Tierras Altas Export Manager Juan Pablo Rodriguez Reta told Xinhua.



Rodriguez pointed to an innovative bottle, whose design was borrowed from high-end Californian wines, sealed with a synthetic sealing wax that is placed by hand, one at a time, instead of the standard foil or PVC caps of most standard bottles.



Established in 2001, the winery produces 300,000 liters a year of the Malbec varietal Argentina is famous for, and began exporting to China in 2012.



“We want Malbec to continue entering (the Chinese market) and to do what we can to elevate not just varietals, but also the (specially aged) reserves and grand reserves,” he added.



“The Chinese market has been a pleasant surprise. It was ranked in the 10th place for Argentinian exports, and in recent years it has ranked in the fourth or fifth place,” said Rodriguez.



While Argentina is the world’s fifth-largest producer of wine, it represents a scant 1.01 percent of China’s wine imports, which have seen explosive growth of at least 400 percent in the past five years.



Between 2010 and 2014, Argentina exported to China 83.2 million U.S. dollars worth of wine, 17.7 million of which was sold last year.

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