SHANGHAI | 20 Dec, 2020
The China Wine Competition looks to recognize, reward and help promote wine brands that have successfully been created to identify with and target a specific wine drinker. For any wine brand to earn its place on a retailer’s shelf or a restaurant’s wine list - and then vitally stay there - they need to be marketable and consumer driven and not just produced in the general hope it can find enough people willing to sell and buy it.
That is why the China Wine Competition is different. It will single out and shine the spotlight on those wine brands that consumers really want to buy and have a clear market value for trade buyers.
A competition that will judge wines in three key areas:
Their value for money.
What they look like.
To be an award winner you will need to have a top quality wine, that offers both the trade and the consumer great value for money, and you will need to look good and truly stand out on the shelf and on the back bar.
The China Wine Competition is not about recognizing wines that achieve the best scores in terms of just quality, but you would struggle to drink more than a glass of. We want to celebrate wines that are both enjoyable and easy to drink. Wines that are well balanced, where their acidity, tannins and alcohol levels all work seamlessly together. That’s the quality factor.
Value for money
You don't need to be the cheapest wine on the shelf to offer the best value for money. Far from it. A wine may have a high price tag, but can still offer great value, providing it delivers the right quality and taste for a wine at that price point. The China Wine Competition will assess each wine for how much value it is offering its customers.
Package and Design
This is arguably the most important part of a wine brand to get right. For, after all, what a wine brand looks like is how every consumer chooses the wine they want to drink. With their eyes first. Up to 65% of consumers will try a new wine just because it looks good and if you can match that with a price and quality of wine that offers great value for money, then you are more than halfway home. The China Wine Competition will reward those brands that show they understand their customers, and the price category they are operating in, and have produced a design and package with the right personality to attract and keep their attention.
Crucially, all the winners in the China Wine Competition will give future trade wine buyers, be they for a supermarket, specialist wine retailer, casual dining or upmarket restaurant, the re-assurance that these are wines that their customers want to buy.
Cross industry recognition
The China Wine Competition also recognizes the huge talent and skills that now exist right through the wine supply chain. From the winemakers, growers and producers that are making the wine; through to the specialist importers and wholesalers that help bring them to market; along with the designers, packaging experts and brand development teams that ensure there is a market and customer base to sell to.
Winners in the China Wine Competition will receive either a Gold, Silver or Bronze award and be supported by a strong consumer awareness campaign, particularly through social media channels and wine comparison apps, to promote this new global competition.
The China Wine Competition has been created exclusively by the Beverage Trade Network, the US drinks events, services, business and publishing group dedicated to helping drinks producers and brand owners get closer to the buyers, distributors and retailers that can bring their products to market.
It is part of a new wider China drinks awards initiative that also includes The China Spirit Competition that looks to reward and highlight market driven consumer.