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24/11/2014

Burch Family Wines joins leading Chinese agricultural company

Leading Chinese agricultural company, Joyvio Group, has launched its wine distribution initiative at an event in Beijing, which includes its partnership with Burch Family Wines — one of Western Australia’s largest family owned and operated wine companies.

The event, which coincided with the signing of a free trade agreement between China and Australia, featured wine critic James Halliday as key note speaker.

Burch Family Wines is just one of two Australian wineries represented by Joyvio, along with South Australian winery Killikanoon. 

“Our philosophy is to produce wines with an uncompromising commitment to quality and we’re honoured be selected by Joyvio," Jeff Burch, the company's owner and chief executive officer said.

"We think we’re a natural fit and have a long term vision to develop the China wine business together.

“The recently announced free trade agreement, along with our new partnership with Joyvio, will cement our place as a winery competitive on the world stage, on par with France, Chile and New Zealand."

In ensuring its responsibility to building brands people can trust, Joyvio, a division of Chinese computer giant Lenovo, employs strict standards for safety, product integrity and traceability, a major concern for Chinese consumers due to the prevalence of counterfeited goods.

Wines endure several rounds of rigorous evaluation by Chinese and international wine analysts to ensure wines are of the highest quality.

Burch Family Wines produces wines under the Howard Park, MadFish, and Marchand & Burch labels, from WA's premier grapegrowing regions of Margaret River and the Great Southern.

Joyvio distributes a range of wines from the three labels in China. 

“Every time you buy a bottle of my wine in China, it’s a postcard from Western Australia,” Burch said.  

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