AWA Wine Is Exclusive Wine Sponsor for Esteemed Supermodel Pageant Competition Held in China
Regal Life Concepts, Inc. (OTCBB: RGLC) is pleased to announce that Guangzhou AWA Wine Co. Ltd. ("AWA Wine"), a portfolio investment company of Regal Life, was recently the exclusive wine sponsor for the China divisional finals of the prestigious Supermodel of the World Cosmos Pageant held in the Mission Hills Golf Club in Shenzhen, the People's Republic of China (the "PRC").
Supermodel of the World Cosmos Pageant is one of three international super model competitions originated by World Model Organization in 1990. Successful models that have emerged form this pageant include Chinese super models Joie Qu Ying, Lu Yan and Chen Juan.
"The power of association is something that marketers look forward to in sponsoring an event, hoping that it will make a difference to perception. Brand association creates brand personality. The personality of a brand attracts customers to the brand because such brands allow customers to express their sense of self through consumption of the brand," Eric Wildstein stated, Regal's CEO.
"Foreign winemakers have analyzed the Chinese market and have changed their previous consumer target which was in the age group between 40 to 60 years old and was considered to have the best purchasing power. Their new target is in a range of 20-35 years old: graduates with stable jobs, well-paid and with a Western model of lifestyle and food habits. AWA's sponsorship of this prestigious event should significantly expand its brand profile in this new targeted group of imported wine consumers in the country."
To establish a dominant position in the fast growing imported wine market in China, Regal Life has executed an equity investment agreement with Guangzhou AWA Wine Co. Ltd. to acquire an initial 26% equity stake in Guangzhou AWA Wine Co. Ltd., an innovative wine importer and distributor in China. At present, imported wine occupies only a 10% market share in the China wine industry. In order to expand its market share, Regal aims to bring in foreign expertise and management to build a systematic, comprehensive and sustainable marketing strategy to establish strong brand images, cultivate brand recognition and develop customer loyalty for wine products imported by AWA Wine.
The AWA Wine network is currently comprised of 17 corporate-owned and franchised locations throughout China that is servicing a strong and growing membership base of over 50,000. The newly established Regal Life-AWA Wine joint venture will lead to the opening of additional corporate-owned AWA Wine locations in China and the development of an improved IT infrastructure to enhance backend administration, sales and logistics support. AWA anticipates that, with the proper funding, it will expand its network to 100 AWA Wine Club locations and 1 million active AWA Wine Club members by 2013.