HUNGARY’S GRAND TOKAJ GROUP ENTERS CHINA THROUGH JD.COM
By David Ma
One of Hungary’s leading wineries, the state-owned Grand Tokaj Group, signed a Memorandum of Cooperation with China’s second biggest online shopping platform JD.com on Monday in Hungary.
Signed on 10th December which was designated as International Noble Rot Wine Day, the two sides hoped to bring Tokaj’s iconic noble rot sweet wine to the attention of Chinese consumers.
Sealed by CEO of Grand Tokaj Group, Gergely Goreczki, and General Manager of JD.com’s Wine Sales Department, Wu Shuangxi, the cooperation memorandum covers areas including logistics, customs clearance as well as the sales of Grand Tokaj’s products in China.
JD.com will be the platform of choice for Grand Tokaj’s future releases in China. The two sides will also collaborate in creating a national platform to showcase other Hungarian wines to Chinese consumers.
It is understood that JD.com will become the biggest export partner of the Tokaj wine region when the memorandum becomes fully effective.
JD.com is the second biggest online shopping platform in China, a direct competitor of Alibaba’s Tmall. It is part of the Tencent Group which owns WeChat, China’s most widely used instant messaging app.
Grand Tokaj is the biggest producer in the Tokaj-Hegyalja wine region in eastern Hungary, accounting for some 40% of the region’s total wine production. The winery has 70 hectares of vineyards, it also purchases grapes from more than 1,400 small producers working some 1,150 hectares of land.
The company has the largest wine cellar in Central Europe. The five kilometre-long, two-storey cellar system was built about 25 years ago by linking a series of 400-year-old underground rock mines. Thousands of bottles and barrels of noble rot Aszú and Szamorodni wines are stored in this vast cellar system.
(the writer can be contacted at: DavidMa@thewinechronicle.com)