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Meet our Guests
China Vintage Group Visit March 2015
Meet our Guests
Australian Wine Tour The Vintage 2015 initiative has been generously supported by local market importers, regional associations, and state government. The 20 guests from mainland China include a mix of trade and media who have been fully funded via the Wine Australia program. Guests include importer, retail, F&B staff and educators who won the prizes in 2014 Wine Australia Award Ceremony to acknowledge their efforts in contributions in promoting Australian wines in October 2014. As part of the selection process we asked guests to outline their commitment to the promotion and sale of Australian wine in China, and the below selection criteria was used to finalise the participants:
Currently working in the wine trade in mainland China (any city). This includes direct importers, distributors/wholesalers, F&B staff, sommeliers and retailers.
Currently selling premium, branded Australian wine with the ability to increase sales by adding more wines or increasing distribution.
Passionate and committed to the wine trade and eager to learn more about Australian wine.
Willing to become an ambassador for Australian wines and positively promote these wines following their return to China.
*Please note: as the Chinese market is rapidly developing, some of the key guests include staff who work directly for an importer, who are selected and nominated by the importer award winning company in 2014 Award Ceremony. Whilst these guests might not provide a direct sales opportunity to individual wineries, they are vital to the long term success of Australian wine in China as they are the local spokes‐people to the broader distribution network and VIP consumers in China. Each of the selected guests has provided us with their plan to promote Australian wine following the Trip and we will follow up and report back on their programs. The following pages include guest profiles, notes about hosting guests from China and some frequently asked questions. Please note that the final allocation of groups took several factors into consideration including guest preferences, current wine portfolio/importer relationship and an appropriate mix of on/off trade staff and media. We trust you are looking forward to hosting this group and sharing your regional story.
GROUP LEADER: MS YANG Weihua (Willa) China Manager, Wine Australia
GRIFFITH
Willa Yang joined the Wine Australia China team in October 2010, leading the team
since then.
Willa has a very good understanding of the Chinese wine market and has rich experience in taking the Chinese groups visiting Australia during vintage. Willa has visited the regions of Margaret River, Great Southern, Barossa, McLaren Vale, Clare Valley, Adelaide Hills, Coonawarra, Riverland, Yarra Valley, Heathcote and Hunter Valley. Willa passed WSET Level 2 with distinction in 2011.
Contact: P: +86 139 1656 4519 (Chinese mobile) / +61 (0) (Australian mobile TBC)
GROUP LEADER: MS QIAN Juan (Jessie) Market Development Officer, Wine Australia
KING VALLEY
Jessie Qian joined the Wine Australia China team since November 2011, and prior to Wine Australia, Jessie used to be Business Development Manager in Austrade Shanghai, looking after wine industry in F&B team for 4 years. It is the 4th time for Jessie to take Vintage guests to visit wine regions and experience winemaking technology. Thanks to the past working experience, Jessie has visited some key regions including Great Southern, Margaret River, Barossa, McLaren Vale, Clare Valley, Coonawarra, Adelaide Hills, Yarra Valley, Mornington Peninsula, Hunter Valley, and Tasmania. Jessie passed WSET Level 3 in December 2012.
Contact: P: +86 139 1669 3341 (Chinese mobile) / +61(0) (Australian mobile TBC)
MR ZHANG Michael – Food & Beverage Chief Sommelier – The Langham Xintiandi, Shanghai
RIVERINA
Michael is one of the Sommelier winners in 2014 Wine Australia Award Ceremony. Michael’s objectives during this visit include learning and updating his knowledge of Australian Wine, and to see the terroir and have a talk with those great winemakers, as an important part of the trip. Business plan: 1. Add more fine brands from Australia to my wine list. 2. Organise a series of staff training about Australian culture and cuisine. 3. Organise an Australian food and wine promotion in my hotel restaurant, working with my chef to design a special Australian food and wine paring Buffet set. When guests order Australian food, the wines will be provided complementarily. This promotion is scheduled for a whole month in May or June, details are yet to be decided by internal discussion with Chef. We will involve 4‐5 Australian wines by glass. Level of English: Fluent
Wine Certificate(s) / Education: WSET Advanced, CMS Certified Sommelier
Contact: P: + 13917008163
E: [email protected] W: www.xintiandi.langhamhotels.com
MR HUA David – Educator Secretary General – Dalian Wine Association
RIVERINA
David is one of the educator winners in 2014 Wine Australia Award Ceremony. He is looking forward to updating his knowledge and understanding on Australian wine and trends. Business plan: 1. Education: 200 students, among them, 160 for Level 1, and 40 for Level 2 2. Media:
ONE ARTICLE ON 《CHINA WINE》 ONE ARTICLE ON 《RVF》 POST DIARY ON WECHAT AND WEIBO ONE TALK SHOW ON RADIO BROADCASTING
Level of English: Conversational Wine Certificate(s) / Education: WSET Level 3, ISG
Contact: P: + 13804094949
MS LIU Sophie – Educator Wine Writer & Educator and Founder – Shanghai Vinosophie Culture Communication Co., Ltd. RIVERINA
Sophie is one of the educator winners in 2014 Wine Australia Award Ceremony. She is interested in improving her knowledge about Australian wine, especially in the
regions which she has not yet visited. Business plan: 1. Education: I will continue to launch A+ level 1 &2 lessons in different cities in China, targeting 100 students. 2. Media:
《Pinor》magazine report
My wechat & sina mini blog publication during the whole trip Level of English: Fluent Wine Certificate(s) / Education: WSET 1 and 2 Educator, A+ Educator for Level 1 and 2, Bordeaux Wine School Educator, Burgundy Wine School Educator Level 1
Contact: P: + 18930352441 E: [email protected] W: Blog.sina.com.cn/sophieliu0411
MR CHEN Sam – Educator Wine and Spirit Consultant – I‐WAY Wine Education RIVERINA
Sam is the final winner of 2014 Wine Australia Thirsty Thursday Blind Tasting. He is interested in learning different wine regions in Australia, learning winery background and winemaking concepts, as well as to communicate with winemakers on winemaking trends and learn more on Australian back vintage wines. I‐WAY Wine Education is the one of the fastest growing education establishments in China. In addition to WSET courses, they also offer many regional courses and tastings as well as a blind tasting course. A large part of their clients are wine lovers, importers and sales people in wine business. I‐WAY has had many rewards since last year in almost all the competitions in Shanghai.
Sam is interested in having more knowledge about the different soil types in different regions, as well as finding some older vintage wines in Australia to know the development of them, especially in warmer climates. For some regions he is interested in learning more about new trends in winemaking, from the vineyard management to vinification. Business plan:
Sam is interested in the back vintage wines in Australia. After the Trip, he will organise a back vintage wine tasting among wine importers and networks.
Sam will produce 2‐3 reports on different topics, such as soil, climate, and winemaking style, and post on online media, like Vinehoo.com
Level of English: Fluent Wine Certificate(s) / Education: WSET Level 3, A+ Wine School Level 2
Contact: P: + 1891827100 E: [email protected]
MS WANG Karla – Media Founder – Penguin Guide RIVERINA
Karla is one of the invited media by Wine Australia China. Karla Wang, WSET diploma candidate, is a popular wine blogger in China. She owns a microblog with over 50,000 fans and writes regular wine editorials for magazines such as <Bloomberg China> and <wine magazine>. She graduated with a history major from Brown University and studied wine management at Le Cordon Bleu Paris. In October 2013, Karla launched a media project called "Penguin Guide" in China along with two other partners. It produces insightful multimedia content on food and wine for beginners. The video‐cast "Drunk Penguin's Wine Daily", hosted by Karla herself, has already
accumulated 4 million views online. Karla regards her first trip to Australia as a learning opportunity because she studied in France, and visited Napa. Business plan: 1. A video on Australia: 5‐10 minutes posted on Tudou.com 2. A report on the Trip through Caixin.com, 1500‐ 3000 words 3. Minimum 2 Wechat posts through official accounts on the Trip
Level of English: Fluent Wine Certificate(s) / Education: WSET Level 4 student
Contact: P: + 15210108698 E: [email protected] W: www.penguinguide.com
MS XIA Eva – Media Product Director – Vinehoo.com RIVERINA
Eva is one of the invited media by Wine Australia China. Vinehoo is one of China’s best integrated wine marketing and consulting agencies, offering the most technology advanced digital media platform and database, efficient event planning and precise market strategic analysis.
230,000 daily unique visitors to website: www.vinehoo.com
250,000 registered users on Wine Community
58,000 subscribers on Wechat
70,000 followers on Sina Weibo This is the first time for Eva to visit Australia. Eva is responsible for media side at
Vinehoo.com, and it will be a great opportunity for her to deep her knowledge on
Australia.
Business plan:
Four media reports after the Trip, about 1000 characters through Vinehoo.com and Vinehoo's Wechat account. All the
reports will be posted before June 2015. Topics could be: main varietals from Australia; Australian traditional blend
(GSM, Bordeaux blend, Shiraz Viognier, fortified wine); new trends on Australian wine including wine style and
winemaking
Level of English: Fluent Wine Certificate(s) / Education: WSET Level 3
Contact: P: + 13482429017 E: [email protected] W: www.vinehoo.com
MR ZHANG Daniel – Importer CEO – Pran Wines Co., Ltd. RIVERINA
Pran Wines is one of the best importer winners in 2014 Wine Australia Award Ceremony. Daniel is looking forward to building a deeper understanding of these regions and creating strong networks with key wineries for better promoting these wine regions and potentially sourcing wines from these regions. Business plan:
1. Import new SKUs to fulfil lower price range customer demands
2. Participate in more roadshow and trade fairs to recruit new customer in Beijing and
secondary cities
3. Co‐produce a 30‐episode TV series “Wine the Australian Way”, first 5 episodes in
VIC, and rest episodes TBD
4. Release 2 issues of WAW magazine to introduce key Australian wine regions, in line
with the TV series
5. Co‐marketing events with wineries involved in the WAW program on trade and road
show events
6. Host bi‐weekly educational wine programs in Shanghai, Guangzhou, and Wuhu
7. Co‐educational programs with current key educators e.g. Yin, Steven, etc.
Level of English: Fluent Wine Certificate(s) / Education: WSET Level 2
Contact: P: + 18621288888 E: [email protected] W: www.cellaraustralia.com
Ms WANG Liuyi – Retailer Store Manager – Cellar Door Wines RIVERINA
Cellar Door Wines is one of the best offline retailer award winners in 2014 Wine Australia Award Ceremony. Cellar Door Wines was established in October 2008; it has set the new benchmark for wine retail in Shanghai. Specializing in Australian wines, it is the first and only wine retailer in Shanghai offering “Try Before You Buy”, bringing you a truly unique Australian cellar door experience. All wines are sourced directly from boutique wineries to customers’ hands, delivering unbeatable value. Each wine is personally tasted through regular and extensive travel to wineries across Australia, ensuring consistent quality. Liuyi studied wine in Bourgogne, France and worked in Cellar Door Wines for almost for year. She loves selling wines to different kinds of people and let them know more about wine, especially Australian wine. During this trip, she plans to learn more
about the wineries, their winemaking process, their culture etc., and obtain content to write articles which her customers will find informative. Business plan: 1. Double online sales. We started our online sales about 6 month ago. It grows rapidly. 2. 1 Special offer every week, 1 Newsletter every month, 1 Tasting every month, and 1 Tasting Dozen every quarter on Australian wines, (Monthly Tasting is a small‐scaled free tasting in the outlet, and Tasting Dozen is a big‐scaled tasting set, each guest can taste at least 6 wines at a time, which usually generates more sales) targeting our members and pass‐by consumers. 3. Wechat and Weibo promotion on Australian wine. Level of English: Fluent Wine Certificate(s) / Education: Master in Wine business in Bourgogne, France
Contact: P: + 18621638861 E: [email protected] W: www.cdwines.com
MR LU Eddie – Online Retailer and Media Vice President – Winekee.com RIVERINA
Eddie is looking to learn more about Australian wine in order to satisfy more customers' demand on Australian wines by looking for more suitable suppliers. Winekee, established in April 2006, is engaged in spreading wine culture throughout Mainland China through the website Winekee.com. Being one of the most professional wine media and a trailblazer in e‐commerce, it has more than 3million registered members. The website strives to provide wine lovers with a convenient purchasing process and a competitive range of products and services including more than 6000 imported wines and related accessories, support offerings and a community network. Business plan: Look for direct supplier. At least 1 brand, preferable 2‐3 brands for direct import. Each brand is preferably have full range of wines in terms of price range, and varietal range, and the supplier(s) is willing to develop Chinese market together with Winekee at least for next five years. If we found enough new wines for direct import, Winekee.com is
planning to launch our Australian Direct Import Page/mini‐site in Dec 2015. If not, any newly‐imported wines will be put onto Winekee.com current page for online sales. A series of promotions will be organised by Winekee.com for any new wines, including social media promotion, introduce this new wines to our regional distributors in Shanghai, Zhejiang and Jiangsu, etc. Winekee.com is open to discuss other business opportunities as well. • Organise Australian wine tasting and dinner among customers and consumers, including the newly added wines we plan to import from Australia. • Organise special promotion at Winekee.com to promote Australian wines. Level of English: Fluent Wine Certificate(s) / Education: WSET Level 3
Contact: P: + 17701652555 E: [email protected] W: www.winekee.com
MR DAYRIT Herwin – Food & Beverage Restaurant Manager – Kakadu RIVERINA
Kakadu is the best wine list winner in 2014 Wine Australia Award Ceremony. Herwin is looking forward to gaining hands on knowledge about the wines, wineries and personalities behind the wines will help him upsell wines. It will also assist him in enhancing a representative and balanced wine list. Making contacts for wine events in Shanghai is also important. Business plan:
• Brand wine tastings – public tastings focusing on a brand • The Great Australian Flight – public tastings focusing on a region • War of the Worlds – blind tasting competition pitting Australian wines against the wines of another country. • Brand Wine Dinners – public wine dinners open to the public. • Brand Wine Dinners (2) – private wine dinners funded by brand.
• The Dog Pack – tastings and dinners made up of men in the wine, F&B and hospitality industries. • The Bitches & Burgundy Club ‐ tastings and dinners made up of women in the wine, F&B and hospitality industries. • Beefsteak & Burgundy Clubs – dinners and tastings hosted by the four chapters. • Blue Orchid Wine Salon – monthly wine education classes hosted by Blue Orchid Wines. • Winery of the Month – the promotion of up to ten wines from an Australian winery changed each month. • The Great Australian Barbie – a weekly barbecue sponsored by The Wine Republic showcasing a different wine each week. • New Wine Lists – creating a good representation of Australian wines on our new restaurant’s “World” wine list (due to open in March). Level of English: Fluent Wine Certificate(s) / Education: Herwin’s boss, James Sing (Australian), has educated him about Australia wines in monthly trainings over the past seven years. Contact: P: + 15902148227 E: [email protected] W: www.kakadushanghai.com
MS TANG Dorian – Educator International Training Director – ASC Fine Wines KING VALLEY
Dorian is one of the educator winners in 2014 Wine Australia Award Ceremony. She is interested in deepening her knowledge on the creation and innovation of Australia wine industry, and better understanding of the impact of different terroir on wines. Business plan: 1. Organise Level 1 and 2 classes, to more regional cities, targeting about 130 students, mainly Level 1. 2. Work with Wine Australia to promote Australian wines 3. Work with ASC Fine Wines on more Australian wine education. Level of English: Fluent Wine Certificate(s) / Education: WSET Diploma, MW candidate, CIVB, BIVB
Contact: P: + 15601000915
E: dorian@asc‐wines.com W: www.asc‐wines.com
MR GUO Yang – Educator Manager – China National Research Institute of Food and Fermentation KING VALLEY
Guo Yang is the Culture Achievement winner in 2014 Wine Australia Award Ceremony, and is the Manager of China wine research center, as well as a winemaker, wine writer and educator. He is interested to learn the most up‐to‐date wine trend in Australia and update his overall wine knowledge on Australia. Business plan: 1. PR: To post 1‐2 reports on the Trip, and averagely about 3‐4 pages. 2. Education: organise A+ Wine School Level 1 and 2 to 150 students in total. Level of English: Fluent Wine Certificate(s) / Education: Master of Oenology University of Adelaide
Contact: P: + 13910856899 E: [email protected] [email protected]
W: http://www.cnif.cn
MR YI Hailin – Importer Business e‐commerce Manager – Aussino Fine Wines KING VALLEY
AUSSINO is one of the best importer winners in 2014 Wine Australia Award Ceremony. Hailin is looking forward to learning and taking back the most up‐to‐date wine knowledge through the trip, and will feed the market need afterwards, to better promote Australian wine. Aussino World Wines Established in 1996, with a history of more than 18 years. Aussino targets and concentrates on medium to high‐end market, and is a leading distributor of both fine wines and wine culture. Offering more than 1000 wines from 200 remarkable wineries, selected from 12 most renowned wine producing countries, Aussino is one of the biggest wine importers in China.
Aussino awards include:
“Excellent Enterprise in Liquor and Spirits” and “Public Spirited Enterprise in Liquor and Spirits” by China National Association for Liquor and Spirits Circulation
Awarded as “China Outstanding Retail Franchiser Brand 2010‐2011”by China Chain Store & Franchise Association
China Innovative Franchiser Brand 2012
“Top 50 Franchise 2013” Business plan: 1. Promote Australian wines more through e‐commerce, including social media 2. Coordinate with colleague to organise Australian wine tastings 3. Promote and sell more wines through online platforms and sales channels, focus on premium Australian wines with the retail price range between RMB300‐500. Level of English: Basic Wine Certificate(s) / Education: A+ Wine School & Bordeaux Wine School Contact: P: + 13760866958 E: [email protected] W: www.aussino.net
MS FAN Lily – Retailer Project Manager of Wine – City Shop KING VALLEY
City Shop is one of the best offline retailer award winners in 2014 Wine Australia Award Ceremony. City Shop is the largest chain store in Shanghai dealing in a most extensive range of imported foods and daily necessities from around the world. With the latest products and world food trends, City Shop is dedicated to providing high‐end customers with a vast variety of commodities and first‐class service. Lily feels that this trip will be the best way to learn more about Australian Wine by visiting these wine regions directly. Business plan: I believe lots of Australian new brands will be introduced to me in this
business trip. My job is to find out some good products which meet the requirement of City Shop’s Customer. After this trip, I plan to share these new brands with CityShop’s Managers, as well as try to import some new brands into CityShop. Lily’s prioritise the below wines for potential direct import by City Shop:
1. Price range: 80 ‐300RMB 2. Varietals: Shiraz /Pinot Noir 3. Quantities: 400‐800 dozens
Level of English: Conversational
Contact: P: + 18916774068 E: [email protected] W: www.cityshop.com.cn
MR GUO Johnny – Food & Beverage Sommelier – Ritz Carlton Hotel Pudong KING VALLEY
Johnny is interested in understanding more about Australia wine and promoting Australian wine in the near future. The purpose of this visit is to understand more about Australia wine, from region, climate, soils and to discover more Australia wine that is not available in China market yet. Business plan: 1. In the wine programme, include a wine promotion in each month with a different theme or concept. In 2015, 4‐5 Australian Wines of the month with different vendors. One of the upcoming promotions with Summergate (wine importer) is to feature their Australia labels such as Yalumba, Mosswood, Jim Berry, Giaconda and Pewsey Vale. 2. Improve wine list by adding more Australian wines if appropriate from Quarter 3 of 2015. 3. Organise Australian wine training to our hotel staff to share
experience and knowledge gained on the visit. Level of English: Fluent Wine Certificate(s) / Education: WSET Level 3
Contact: P: + 13585989209 E: [email protected] W: www.ritzcarlton.com
MR JIANG Stephen – Food & Beverage Executive Director looking after finance and marketing – G+ The Urban Harvest Catering Management Co., Ltd. KING VALLEY
Stephen feels this visit will be a great opportunity to learn Australian wine. He is one of the founders of the G+ Catering management. G+ has about 7 different themed restaurants in Shanghai, and all of the restaurants are located in CBD area of Shanghai, and feature fusion and western styled food. This is the first time for Stephen to visit Australia, since the business started with some Australian wine suppliers not long ago, from regions like South Australia, and Margaret River. Business plan: 1. Will organise Australian wine month in the restaurants, by designing special menu to promote Australian wine 2. Will create special set on Australian wine (wine by glass special set) and food in the restaurant 3. Could consider adding Australian wines at his wine list, but depends on the price, and local supplier.
Level of English: Basic
Contact: P: + 13501702528 E: [email protected]
MR WANG Clark – Retailer Executive Vice President – YesMyWine.com KING VALLEY
YMW is the best online retailer winner in 2014 Wine Australia Award Ceremony. Clark is anticipating this visit helping him to learn more about Australian wine and finding out more opportunities for the future cooperation. Yesmywine (YMW) was founded in 2008, and is currently focusing on import wine e‐shopping services. Yesmywine sells wine mainly through integrated database marketing and other online promotion activities. After 6 years growth, Yesmywine has accumulated over 7M registered members and has built up its nationwide temperature control warehouse and delivering network. The mission of Yesmywine is to deliver tasteful, fashion, healthy and happy lifestyle to Chinese middle‐class family. Business plan: The Australian wines are always the best‐selling products of YMW’s website.
In the next year, YMW plans to import 3‐4 more new brands. The preferred price range is below 10 Australia dollars. Additionally, we’re also planning to have more A+ Australian Wine certificate promotion and Australia Wine Tasting
Events. Level of English: Fluent Wine Certificate(s) / Education: WSET Level 2
Contact: P: + 13917422955 E: [email protected] W: www.yesmywine.com
MR LIU David – Importer Area Sales Manager ‐ Shenyang – Summergate Fine Wines KING VALLEY
Summergate is one of the best importer winners in 2014 Wine Australia Award Ceremony. It used to be that France was nearly the one and only wine producing country of concern in the China market. Now, however, other countries, especially Australia are on the rise because of their high quality, accessible taste and better value. Australia and China have recently signed a trade agreement that will remove import tariffs on Australian wine over next four years, so the Australian market will surge even more in China. Summergate was just purchased by Woolworth Liquor Group and consequently, our portfolio is expecting to receive a strong influence of Australian products on top of the great brands we already have. With this new owner, and the rising of Australia in the market, it would serve our company well to become even more knowledgeable about wine in Australia so we can sharpen this aspect as a competitive advantage. For myself, I am in charge of several major second‐tier markets—these markets have faster growth rates in wine consumption than first tier cities and their consumers are highly susceptible to advice and training because their wine knowledge is basic but their desire to learn is high. Time and time again I find they don’t try certain categories of wine simply because they don’t know
about the country or understand the wines from that region. But through education, training and events, this removes the mystery and replaces it with a desire to try new things and change old purchase patterns (i.e. away from French red and towards other choices). Therefore, not only could I be an ambassador internally to my team and the Summergate organization as a whole about the land of our new owners (WLG group) but I can also help raise the profile, and thus the sales, of Australian wine in a region full of consumers thirsting for knowledge, new experiences, and different wines. Business plan: • Staff training: for my immediate sales team and for other regional Summergate sales teams about the regions I visited: terroir, winemaking, key selling points, etc. • Ask our marketing department to arrange for some of our Australian wine brand representatives from Australia to visit my territory and then hold key events for existing and potential customers: trainings, workshops, wine dinners, etc. • Coordinate in advance with my marketing team to see what information they want me to gather about Australia and then advise the marketing team on what I learn to inform their promotional campaigns. • Leverage my photos / videos and social media experiences to arrange for events at hotels where I can share my personal experiences and tie it to the wines on our portfolio with the idea of increasing listings at hotels. • Arrange tasting events at key off‐trade stores with introducing how Australian wine was made and how the terroir affects the style, and offer to consumer buy one get second bottle for half price deal. • Share experience with Whole sale dealers and offer sample wines taste with them together try to increase Australian wines volume. • Advise our portfolio committee about the vineyards I visited and make recommendations on new products for our company to carry. • Create a strong knowledge base across our staff as a platform to launch any new Australian brands we begin to import. Level of English: Fluent Wine Certificate(s) / Education: WSET Level 2
Contact: P: + 13940227010 E: [email protected] W: www.summergate.com
MR LIU Xubo – Media Executive Editor in Chief – Alcohol and Wine KING VALLEY
Mr Liu is one of the invited media by Wine Australia China. Alcohol and Wine Magazine Office was established in 1993, it has different Magazines covering food, tobacco, alcohol, and agriculture. Alcohol and Wine Magazine is one of the biggest alcohol and food media in mainland China, facing trade people in alcohol and wine, and food trade. Alcohol and Wine is a bi‐monthly magazine, and the circulation is across mainland. This is the first time for Mr Liu to visit Australia, and it shall be the best chance for him to understand the industry, winemaking and trend in Australia. Business plan: 1. Will organise a report at the Alcohol and Wine Magazine on Wine Market Analysis, 4‐5 pages, in May Edition. 2. Wechat Post on the Trip through official account.
3. Plan to organise another report to analysis some Australian wineries' strategic plan in China depending on the topic. 4. May organise a report analysing the advantages and challenges on Australian wine after FTA. Level of English: Basic
Contact: P: + 13803397867 E: [email protected] W: www.foodszs.com / www.tyjzk.com
MS ZHU Yin – Media Editorial Director – TimeOut KING VALLEY
Ms ZHU is one of the invited media by Wine Australia China. TimeOut Shanghai is one of the most popular lifestyle magazines in China, targeting young generation, and a city life guideline on food and wine.
www.timeoutcn.com
Monthly Magazine: issue on every 29th
Target Audience: white collars, mid to high income people
Circulation: 160,000/month Ms ZHU is looking after food and wine features at TimeOut and has never visited Australia before. Ms ZHU regards this Trip as a learning trip to understand more on Australian wine. Business plan: 1. 4 page report on the Trip through TimeOut Magazine on winery, grape,
winemaking and food and wine matching, and social media account in May 2. Will potentially add Australian elements into TimeOut Magazine every month if the topic can match Level of English: Basic
Contact: P: + 13917976537 E: [email protected] W: www.timeoutcn.com
TAKING CARE OF OUR CHINESE GUESTS
LANGUAGE Whilst we have provided a translator in each region, please use simple language and talk slowly and clearly at all times. Even though many guests are fluent or have conversational English skills, it is still essential to keep our messages clear and concise. MESSAGES Please work together in your region to agree on 3‐5 key messages you want the guests to leave with. Too many messages will be confusing. This is not an opportunity to pour hundreds of wines, it is an opportunity to ensure a clear understanding of Australian wine quality, your regions unique characteristics and highlight your best wines and wine styles. Keep the message clear and simple. FOOD Anything hot is usually preferred. Let us show off our wonderful fresh produce – the flavours, the textures, the diversity – but in a manner that is not completely foreign! Some simple suggestions:
Refreshments – please arrange hot water, tea and coffee for breaks, not just ice water or cold juice.
Lunch – warm dishes, like pasta, are good but a sandwich may not be filling enough. In China, lunch is usually the biggest meal of the day
Dinner – regional specialities will be greatly appreciated but please do not try anything too exotic (blue cheese, raw meat, etc.) and for desserts, please keep these medium sweet.
Chopsticks – pick some up from your local Chinese restaurant and provide guests.
Tea/Warm Water – please provide tea and warm water for guests (Green, Jasmine, Black tea) WINE KNOWLEDGE Be mindful of the level of wine knowledge when conducting any tastings or explanations in the vineyard or winery. Even though guests have been involved in the wine industry for many years, he/she may still not know some of the basics and probably cannot spell Cabernet Sauvignon correctly or necessarily assess the quality of the wine. This is common for wine professionals in China who may rely more on brand awareness than wine quality. RESPONSIBLE CONSUMPTION OF ALCOHOL Wine Australia strongly supports the safe and responsible consumption of alcohol. Please make sure you look after your guests and provide spittoons and water at all tastings. We should also discourage Gambai (skulling) and explain a toast is a chance to clink glasses and look people in the eye! Please constantly remind guests about drinking water. SMOKING Some of our guests are smokers! Please bear this in mind with length of trips, presentations and general provisions. GENERAL Chinese people like to stick together! Please don’t split them up if this is not necessary.
