Constellation Wine U.S. and Fujian Jima Joins Hands to Open the Brand age for Imported Wine

Constellation Wine U.S. joins hands with Jima Group on March 23th, 2009. During the 2009 Spring China National Sugar and Alcoholic Commodities Fair, they held a promotion for Hardys from Australia, aiming to make Hardys the most popular imported wine in China. It is thought that their cooperation will make Chinese market speed up entering brand age of wine.

A lot of imported wine has entered China and has been popular with consumers, however, they have the bottleneck of low brands recognition. Therefore, majority of imported wine can not fully realize their brand value in China, so consumers are limited and wines can not last long in the market. It is hopeful this bottleneck will be broken through by their cooperation.

   With a history of 20 years, Jima Group is a enterprise groups engaged in wine, furniture, printing and logistics etc. From 2007, Jima has set up international wine culture centers in four marketing centers and opened nearly 20 fine wine and sprits clubs in a lot places and is the exclusive agent of over 10 famous brands in China. 

   With over 150 years of history, Hardys is one of the oldest wine enterprises in Australia securing 20% market share. Its products are sold in over 70 countries and regions and its sales volume is the highest among all retail wines in England.  It was purchased by Constellation Wine U.S. in 2003. All these can be attributed to Jima’s choice of Hardys.

    Their cooperation is the combination of marketing channels of imported wine and traditional marketing channels of Chinese liquor. It is expected that this pattern will further popularize imported wine knowledge and brand culture so as to greatly enhance the competitiveness and vitality of imported wine in China and speed up the arrival of brand age of wine.