MARGARET RIVER, Australia, April 14, 2016 /PRNewswire/ -- A delegation led by Hao Hongfeng, chairman of China's largest online alcohol retailer Jiuxian.com, visited Brygon Reserve Wines located in the Margaret River wine region of Australia on April 12, 2016 and reached a partnership agreement with the winery whereby the retailer will sell The Third Wheel and Humming Bird categories on Jiuxian.com.
Brygon Reserve Wines chief executive officer Robert Fraser-Scott gave the delegation a warm reception and followed up with a brief presentation on the winery's grape cultivation and wine making techniques during the delegation's visit to the vineyard.
The CEO explained one of the winery's highlights: "The vineyard has a history going back 18 years, almost as long as our winery. Grape vines need to be allowed to grow and strengthen for ten years following plantation before they can be used to produce high quality wines. In its 12th year of cultivation, our Cabernet Sauvignon vineyard produced a fine wine that won almost all the gold prizes at major Australian wine contests in 2009."
Brygon Reserve Wines beat some of Australia's most prestigious wine brands to win over 200 gold awards at leading global wine exhibitions. The winery was included in the roster of Australia's Top 40 Best-Selling Wines chosen by leading wine and spirit magazine Winestate, as well as being named Best Wine in Western Australia and Wine of the Year.
The delegation visited Brygon Reserve Wines' oak barrel aging facility as well as the winery's production and bottling lines. The winery has state-of-the-art brewing equipment. Each step of the brewing process is controlled and monitored by computer to ensure precise temperature control. All the wines are aged in new French oak barrels, assuring an ideal combination of oak and fruit aromas.
Wine is gaining a growing share of the Chinese alcohol retail market in tandem with the continued rise in the country's living standards. Wine data analysis service provider IWSR said in a report that China's wine retail market was valued at around 78 billion yuan (approx. US$12 billion) in 2015, one third of which was contributed by imported product.
In 2015, Jiuxian.com expanded its reach into the global wine market by initiating direct purchases with wineries worldwide. Jiuxian.com's direct purchase team has been touring wineries worldwide. By choosing to partner with wineries that produce better quality cost-conscious wines, Jiuxian.com is able to provide Chinese consumers with an excellent selection of wines through its e-commerce platform.
Jiuxian.com expects to partner with more than ten five-star wineries during the visit to Western Australia.
To celebrate its Wine Festival, Jiuxian.com has rolled out a series of popular promotions, including a limited-run flash sale for some fine wines priced at only 1 yuan (approx. US$0.15), providing interested shoppers with over 10 million yuan (approx. US$1.5 million) in discount coupons as an incentive. Jiuxian.com plans to offer Chinese wine lovers an increased selection of high-quality economical wines as a result of the purchases made during the visit to Western Australia.