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11/03/2015

Giesen wins over China

Giesen Wines are enjoying popularity among Chinese wine drinkers, after winning the Malborough wine of the year trophy as well as two double golds and five golds at the China Wine and Spirit Awards (CWSA).

China’s largest and most prestigious wine competition brings together winemakers from all over the world to compete in a blind tasting and judges were particularly impressed with Giesen’s offerings.

Kyle Skene, Giesen’s general manager, said it was an honour to receive acclaim at this year’s CWSA.

“This proves how well our wines compare with some of the most popular in the world. We look forward to expanding our presence in China and our CWSA medals are sure to help our efforts.”

Skene said the winery had been exporting to China for the past five years and exports were growing steadily.

“Giesen’s total wine portfolio is exported to China, including Giesen Estate, The Brothers (Reserve) and Single Vineyard series,” Skene said. “Typically Marlborough Sauvignon Blanc constitutes a high share of our global export orders, however, in China this is balanced with other varietals such as Merlot, Pinot Noir and Riesling.”

Skene said the winery wants to see a long term sustainable brand develop in China and have invested significantly in promoting Giesen wines to the Chinese market over the past two years.

“This has been in the form of spending time in trade, introducing new products, digital media campaigns, media and trade hosting in Marlborough plus injected branded merchandise into the market such as branded glassware.”

Skene said China perceived New Zealand food and beverage as high quality and sustainably farmed.

Red wine secures the biggest share of consumer following in China – a higher share than most wine drinking cultures around the world.

“In an age of technology, a generation of younger, adventurous, connected consumers are driving a change in buying behaviour. These consumers, through their access to digital media, are being exposed to lots of other choices, other than what their parents have shown preference towards in the past.”

Giesen The Fuder Clayvin Chardonnay 2012 was awarded the CWSA Marlborough Wine of the Year Trophy and won a double gold along with Giesen The Fuder Matthews Lane Sauvignon Blanc 2012. Gold medals went to Giesen Estate Riesling 2013, Giesen Single Vineyard Clayvin Pinot Noir 2012, Giesen Brothers Sauvignon Blanc 2013, and Giesen Vineyard Selection Sauvignon Blanc 2013.

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