RED RED RED: CHILE TWINNED RED WINES WITH CHERRIES IN PROMOTIONS ACROSS CHINA
By Tony Zhu
Source: Chilean Cherry Committee
Wines of Chile and the Chilean Cherry Committee have recently joined forces to launch a Chilean red wines and cherries joint promotion across China.
Partnering Alibaba Group’s Hema Fresh supermarket chain, the promotion aims at raising sales of the two red-coloured products during the festive seasons of Christmas/New Year and the Spring Festival which will fall in late January 2020.
The colour red symbolises good luck and prosperity in Chinese culture and is traditionally the theme colour for Spring Festival celebrations.
A launch event was held at a Hema Fresh Shanghai store ahead of Christmas with Chile’s ambassador to China, H.E. Luis Schmidt, as keynote speaker.
Last year, Chile has risen to become China’s third largest supplier of imported wines. Chile exported over 97 million bottles of wine to China in 2018, with a value of USD270 million. Among those wine exports, 25% belonged to the premium wine category.
On the other hand, Chile is now China’s leading supplier of fresh cherries, having exported 157,986 tons to China in the 2018/19 season.
Total worldwide cherries export from Chile was about 180,000 tons last season, that means the Chinese market alone accounted for about 88% of the export.
It is predicted that exports of Chilean cherries to the whole world will hit a new record to a projected 210,000 tons in the 2019/20 season.
“The Chinese consumer is increasingly appreciating Chilean wines as a quality product,” said Nicolai Samsing, Asia director of Wines of Chile.
“Wines of Chile is proud to jointly promote our premium wines along with the best cherries in the world and we hope we can cross-promote with other premium Chilean food products in the future,” he added.
“Cherries and wine are the two most important Chilean exports to China in terms of value,” said Charif Christian Carvajal, trade commissioner at the Shanghai office of ProChile.
“We are promoting cherries from Chile under the theme of ‘Enjoy your Red Moment'. By pairing Chilean cherries with Chilean red wine, consumers can enjoy even more red moments, just in time for Christmas and the holiday season,” he added.
China is Chile’s top trading partner, with bilateral trade worth USD42.9 billion in 2018. Agricultural products such as fruit, wine, meat and seafood are key Chilean exports to China.
(the writer can be contacted at: firstname.lastname@example.org)
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