Following the momentary industry sensation caused by an international acquisition of Spanish Marques Del Atrio with a huge investment two months ago, Changyu Company, the largest wine enterprise in China, draws the industrial attention again recently. From November 25 to November 26, 2015, Chnagyu Company held two new products release conferences in Chateau Changyu AFIP Global and formally launched the products of the recent acquired brands——Marques del Atrio and Château Mirefleurs series together with the exclusively distributed Wolf Blass series of Australian Penfolds Winery, building an extremely competitive imported wine products group.

The conference was presided over by the Junior Samaranch, the son of Samaranch, the former president of International Olympic Committee with distinguished guests such as Mr. Jose Luis Garcia Galan, the minister and deputy director of Embassy of Spain in China personally presented at the conference.

Under the situation of the current new normal situation of the Chinese economy, the economic growth is slowed down and the global economy is still sluggish. Changyu successively launched three new imported wine series whose courage to “invest in a weak market” is evident. Insiders analyzed and pointed out that the series of bold actions fully showed Changyu’s decision to insist on its international strategy.

Joining Hands with Famous International Wine Enterprises to Build a Luxury Product Group

On the scene, it was found by the journalist that the three brands shown at the conference used to be the star brands of the Spanish, French and Australian wine manufacturers with long brand history and extensive popularity.

It is learnt that ATRIO Company is one of five largest manufactures from Rioja, “the Bordeaux of Spain”, and its winemaking history dates back to the end of the 19thcentury with more than 100-year history till now. It was formally purchased by Changyu in September 2015. The exceptional conditions of the production area and the advanced brewing technologies endow the products of the ATRIO with excellent quality and cost performance, which are very popular in the international market and sold to more than 40 countries in five continents. Pancho Campo, the first Spanish wine master, ever tasted 4 wines of ATRIO such as ageing dry red wine and vintage dry red wine with a high praise.

At this conference, Changyu launched 17 product series of ATRIO including 53 single products totally, namely RIOJA FAUSTINO RIVERO ULECIA, CASTILLA FAMILIA RIVERO ULECIA, CONDE DE PEDREA, FUTBOL, CASTILLA FAUSTINO RIVERO ULECIA, CASTILLA OLEO FAUSTINO RIVERO ULECIA, Kuerrno, UTIEL REQUENA VALTIER, NAVARRA VIÑA LERDEN, UTIEL REQUENA VAL CONDE GRAN RESERVA, GELONS, Mosoto, RIOJA ROMANCERO, Fllemance, UTIEL REQUENA AUDIENCIA, Swalero and SINGLE VINEYARD, which would be sold in channels in Chinese market.

Château Mirefleurs purchased by Changyu Company is located in Yvrac, Bordeaux, France. The castle of thechateau is a strip stone building built around 1860, with a long history, the chateau has two brands, Chateau Mirefleurs and Chateau Techeney. Thomas Do ChiNam, the current chief enologist, ever held the post of technical director in Chateau Margaux, Premier Grand Cru Classé de Bordeaux, and Chateau Pichon Comtesse Lalande, Deuxieme Grands Cru Classé, with very rich experience in winemaking.

“The oldest grape vine in our chateau is 55 years old.”Thomas Do ChiNam said on the scene. As he introduced, the old grape wines can bear palateful fruits with rich content, and then the grapes are brewed to good wine with rich taste and complex taste, so the quality of the products, Chateau Mirefleurs and Chateau Techeney, are extraordinary. Chateau Mirefleurs won may prizes such as the silver award of the Paris Wine Competition in 2011 and Vinalies 2012 and the latter has successively won the silver award of DWWA 2010, the sliver award of the international wine competition 2010 and the gold award of Bordeaux 2011.

As the star chateau under the Australian Group, Treasury, Wolf Blass was born in 1966 (“禾富” was officially renamed “纷赋” in China in 2015). The products present at the press conference are Eaglehawk series of Wolf Blass, whose exclusive selling right in the Chinese mainland was obtained by Changyu from October 2015. What is worth mentioning is that the Eaglehawk serial products of Wolf Blass will be the official partner of NBA in 2016.

Blessing from the King and Queen of Spain & Gifts of Messi and Cristiano Ronaldo

At the beginning of the new product press conference of Marques del Atrio, Junior Samaranch brought two surprises to the present guests, igniting the enthusiasm of the guests present at the press conference.

Firstly, Junior Samaranch read the congratulatory letter of the Spanish royal family which showed the blessing for Changyu Compangy as well as thanks, because the king of Spain Felipe and the queen Letizia received a gift from China not long ago, which are three bottles of Chinese vintage wines given by Changyu Company, Changyu Centenary Cellar Dry Red, Chateau Changy AFIP Global Dry Red and Changyu Golden Valley Black Diamond Level Icewine, gaining a high praise and the most sincere thanks from the king and the queen.

The second surprise on the scene was polo shirts with the signature of two super stars in the football world, namely Messi and Cristiano Ronaldo. The two polo shirts shown on the scene of the press conference attracted many guests watching and taking photos.

Mr. Gracia, a minister and the deputy director of the Embassy of Spain in China, said “I am very happy to congratulate Changyu to purchase Marques del Atrio, one of the most influential chateaus in Spain. In my opinion, it is grape that helps us to get China and Spain closer.”

Charitable Donation to Samaranch Foundation to Support the Development of Chinese Sports Career

To support the development of the Chinese sports career, Changyu also supported a public welfare project of “CFA Team China—Samaranch Football Time” joining hands with Samaranch Sports Development Foundation. Changyu announced to sell “Marques del Atrio·FUTBOL” series at www.jd.com. Meanwhile, Changyu will make donations to Samaranch Sports Development Foundation as the special funds for the sports development of the public welfare project as per the standard of donating RMB 1 Yuan when selling every bottle of this wine.

It is learnt that Samaranch Sports Development Foundation is a national non-public foundation initiated by Samaranch Family whose competent department is the General Administration of Sport of China. This Foundation is devoted to the propagation of Olympic idea and cultural education and makes efforts to promote the cultivation and keep long-term friendly relations between the Chinese and western countries to make positive contributions to the development and prosperity of the Chinese sports cultural career.

Junior Samaranch said on the scene, “As the director of Samaranch Foundation, I hereby thank the generous donations of Changyu Company to our Foundation very much. We promise to use your donations for strengthening the cooperation and communication about the sports cause between China and western country. Of course, our cooperation will surely promote the communication about the wine culture between China and western country.”

Overseas M&A Continuously Strong to Show the “Hard Power” of a Global Wine Giant

In recent years, the oversea M&A of Changyu was very frequent. This acquisition is another progress in the layout of the excellent wine production areas in the world following the acquisition of ETABLISSEMENTS ROULLET FRANSAC Cognac, France in 2013 and Marques del Atrio, Spanish in September 2015.

At the conference, Sun Jian, the deputy general manager of Changyu Company, said that Changyu would continue a series of overseas acquisition, which was the only way to become a global wine giant. It is learnt that the business shares in overseas market of Changyu is expected to account for 30% of the sales amount of the whole company in five years. “We plan to build more plants at home and abroad to walk on two legs with the same thickness.”Sun Jian said.

“Our target is to build Marques Del Atrio as the first Spanish brand in Chinese market.” Sun Jian said. “At present, strong Spanish wine sold in China isn’t born yet, and 53 products in 17 series of Marques Del Atrio launched in this time cover all main production areas in Spain, in which 83% of the products come from the most famous Rioja in Spain, and the retail prices range from about RMB 30 Yuan to RMB 600 Yuan, providing more wine choices for the customers. Besides, Changyu has the most complete wine distribution system in China and its key sales system is totally open to Marques Del Atrio.”

Changyu Became an “International Wine Supplier” by a Diversified Product Layout

As introduced by Mr. Rivero, the general manager and family successor of Marques del Atrio, though Marques del Atrio is sold to more than 40 European and American countries and greeted by many customers, the sales volume in Chinese market accounted for less than 1%. After acquisition by Changyu at present, it will surely become the first Spanish wine brand in Chinese market in virtue of the large mature domestic channels and the marketing promotion support of Changyu.

“At present, there is no single super product of imported wine in domestic market.” Sun Jian, the deputy general manager of Changyu said, “The increasingly vigorous demand for wine of Chinese customers has promoted the continuously high growing speed of imported wine in recent years. With good product and channel advantages, we are confident of building the products of Château Mirefleurs to be the super single products in China”

“Changyu will look for vintage wine from different production areas and different natural conditions and social customs in the world for Chinese consumers and bring them to China to provide high-quality, high-cost performance and diversified wine choices for the customers with Changyu wine. Nowadays, Changyu has not only been a native wine manufacturer with 6 chateaus brands as well as leading brands such as Jiebaina and Zui Shi Xian in China but also an international wine supplier with many famous international wine brands.” Zhou Hongjiang, the general manager of Changyu and the president of Marques del Atrio said.