In the Chinese foreign wine market, the light of the brand covers everything, while the companies behind some foreign wine brands are often not well known in the industry. All operations are centered on the establishment of the brand, which is also a major feature of the foreign wine merchants' operation market in China.
According to the data, the relatively large foreign liquor companies have basically been or are preparing to enter the Chinese market, among which the industry's attention is worthy of attention by pernod Ricard, Diageo, Permes-Gate, Hennessy, Martin's, Absolute Vodka and other companies. With the reduction of foreign wine tariffs, more foreign wine giants are preparing to enter.
Pernod Ricard may be unfamiliar to ordinary wine merchants in China, but its corporate strength and its brands are always around us. Formed in 1975 by the merger of two French ouzo companies, Pernod Ricard and Ricard, Paris-based Pernod Ricard is now one of the top three in the international spirits and wine industry, with many famous brands and 72 companies worldwide. Since its establishment in 1975, through mergers and acquisitions, Pernod Ricard, which is not well known to the general public, has developed into one of the most complete enterprises in the industry, with more than 100 well-known brands of liquor in various countries. Among them, people are most familiar with 12 kinds of martell, Chivas, royal salute, etc., which are not only loved by local consumers, but also become world-class brands.
Another bright spot in the wine market is Pernod Ricard's Mason, a product of Australia's Orlando Wine Company ( a wholly owned subsidiary of Pernod Ricard). Unlike the spirits brand, Maison wines are a new alcohol-free product with a sweet wine flavor of only 0.2 degrees, and its raw materials are extracted from the top grapes of the Barossa Valley in Australia. According to industry insiders, Meisen alcohol-free wine greatly adapts to the social needs of business people and has great potential for development.
Diageo is another foreign wine giant that is rapidly developing in China. Britain's Diageo has become one of the world's largest liquor giants, and its brands Johnnie Ginga and Crown Vodka have entered more than 200 markets around the world and are well-known. Although it has quietly entered the Chinese mainland market in the 19th century, it has really received attention and exerted its strength in recent years. Since December 2004, Johns Ginni&R has been investing heavily in new commercials in Chinese mainland's target markets. The president of Diageo's international department admitted that he hopes to make Johnnie Ginnie A heavyweight brand in the Chinese mainland market within two to five years. In Taiwan, Johnnie Ginja has been selling for 30 years and has now achieved the position of leader.
Diageo was formed in the pursuit of brands by capital. According to relevant information, it was originally a workshop run by the Scottish Walker family, and in 1920, its main product, Johnnie Walker(Johnnie Walker), was exported to 120 countries around the world. George, the third-generation manager of the family business, was a genius in marketing, and he traveled the world to establish a worldwide sales network. Its brand logo , The Gentleman Walking " , quickly became one of the first globally recognized advertising portraits. In 1925, the world's three major whisky brands walkers, dewar and buchanans formed dis-tillers Co., Ltd. In 1986, Distillers Ltd was acquired by brewing giant Guinness and renamed u-nited Distillers. In 1997, Guinness merged with Grand Metropolitan to form Diageo. As for the size of the company's operations, it is said that at any moment, there are more than 7 million cases of whisky brewing in the cellars of Diageo, and the market value of these reserves exceeds the total amount of gold stored in British banks.
As another liquor giant that has influenced the pattern of China's foreign wine market, Baifumen is closely associated with its foreign wine brand Jack Denny. The most iconic Jack Daniel Tennessee whisky in the Pervex collection, its global sales have increased for ten consecutive years, with 6.5 million cases last year, making it the world's number one American whisky brand. At present, it is growing rapidly in the Chinese market. Founded in 1870 in Kentucky, Kentucky, USA, With a history of 130 years, Peregrine Has grown into a large multinational group of quality consumer goods, one of the largest manufacturers of spirits and wine in the United States, with offices around the world, more than 7,400 employees, and selling a variety of world-renowned foreign wine brands in more than 100 countries.
In addition to the above foreign wine giants that have vigorously developed the Chinese market. Absolute Vodka, the top international spirits brand from Sweden, topped Forbes Magazine's list of American luxury brands, and Absolute Vodka has been one of the best-selling premium vodkas since its first export in 1979, with the United States being the world's largest consumer market. "Absolute Vodka" entered the Chinese market in 1998, and is loved by Chinese consumers due to its pure taste, high quality and classic brand, and bar consumption has shown a rapid momentum. China has become the second largest market for "absolute vodka" in Asia.