SOLDIER ON: TRAIN CHRISTENED JACOB’S CREEK STARTED SERVICES IN CHINA’S HEARTLAND
By Tony Zhu
Source: Pernod Ricard China
A train christened Jacob’s Creek left a platform in Nanjing train station yesterday in its inaugural service on a route covering more than 30 cities in the heart of China.
The promotion stunt by the leading Australian wine brand, owned by global spirits and wine giant Pernod Ricard, shows that Australian wine producers are not prepared to give up the Chinese market despite of the current tension between China and Australia.
Scheduled to run regular services between Nanjing in Jiangsu Province and Longyan in Fujian Province, the train will shuttle between more than 30 cities including Shanghai, Hangzhou, Xiamen and dozens of 3rd and 4th tier localities which many imported wine brands want to penetrate.
Paul Doursounian, Pernod Ricard Marketing Manager, said: “Since entering the Chinese market in 1976, our brand has won wide acclaim in the market. By christening a train after the Jacob’s Creek brand name, we hope to introduce this new world wine to more Chinese consumers through this highly effective platform.”
After years of speedy growth, Australia has overtaken France to become the biggest source of imported wines in China.
However, Australian wine exporters are treading on thin ice in China since the two countries were caught in trade tension over Australian Prime Minister Scott Morrison’s earlier call for an investigation on China on the origin of the coronavirus.
In May, China slapped a punitive 80% tariffs on barley imports from Australia, it then banned beef imports from four large Australian abattoirs citing improper food labelling.
In June, the Chinese government warned citizens about travelling and studying in Australia, saying that there is an increase in racist incidents against Asians amid COVID-19 pandemic.
Last moth China announced that it is launching an anti-subsidies investigation on imported wines from Australia, two weeks after an anti-dumping probe has been launched.
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