Penglai says no to Bordeaux Style

Since wine buzz starting around 1996 , Bordeaux, the iconic wine name has taken root in most Chinese heart. When mentioning wine regions, they will say “at the same latitude with Bordeaux”. And when talking about a wine, Bordeaux-style has been the best word of praise.

‘Penglai has sun, sand, sea. Together with Tuscany of Italy, ,Cape of South Africa, Barossa Valley of Australia, Napa Valley of US, Casablanca Valley of Chile, were known as the world's seven major wine Coast. "Ji Xingdian, director of Penglai Vine & Wine Bureau introduced to the women delegation of Guangdong Wine Association.

Currently, 14.3 million mu grape base has been built in Penglai. There are more than 60 well-known wineries including COFCO Great Wall, Huadong Baili, etc in this region. In 2009, Penglai wine sales revenue amounts to 2.04 billion yuan, total pre-tax profits reached 450 million yuan, up by 44.7% and 52.9%. Its wines has been exported to more than 30 countries including U.S., Japan, Italy. In some cities of Southern China, Penglai wines cover more than 60% of the market.

Although the popularity of Bordeaux has lasted for a dozen years in China, Penglai is regarded as most mature and best mode wine region. But Mr Ji only mentioned once about Bordeaux, when he talked about the world's seven major wine Coast.

Previously, not many bottled Bordeaux wines were sold in mainland China, and their prices often unaffordable for ordinary consumers. However, the situation is completely different today. People are facing the world of Bordeaux wines, which will they choose between French Bordeaux and Chinese Bordeaux?

But, Penglai says no to Bordeaux Style.

According to Mr Ji explained that each wine region has its own climate, resources and other advantages. Penglai does not have significant advantages in large-scale construction of grape base, but it as huge advantage of building conglomerate wineries. Now, Penglai has built five top chateaus including Junding. Other five chateaus including Huadong-Liewanggu are in building. Besides, six chateaus including Chateau Lafite and Shangri-lain have been built from earlier this year.

According to statistics, more than 10 media and over 30 groups visited Penglai in 2009. This attention definitely comes from personality of Penglai wine, nothing to do with Bordeaux.

Get rid of the myth of Bordeaux, and promote its own characteristics, making Penglai become a leader in China’s wine regions.