How Wine Translates

In our last class, the DBR case talked about how Lafite entered China and established itself as one of the most ultra-premium wine brands. A not insignificant reason for Lafite’s success in China is its translation – “La Fei”, a very easy-to-remember-and-pronounce two syllables, which does not really mean anything in Chinese but conveys a sense of luxury.

I found it incredibly fascinating how brands translate across cultures, to simultaneously maintain its brand identity, and also appeal to diverse consumer taste. In the case of wine, Chinese consumers drink a large majority of red wine – about 90% of all wine consumption – since red is considered the lucky color. Chinese consumers appreciate calligraphy-style typography with red and gilded color profiles. I found this fascinating example (see image attached) for such labeling. It illustrates a graphical editing made by SOPEXA for a Bordeaux domain. Compared to the original labeling on the left, the Chinese version has a different, more curly font; it features gold frames and red seals; and a picture of the vineyard to convey a sense of history and luxury.

For more homegrown brands, they usually feature very traditional Chinese fonts, sometimes even handwritten with traditional ink. The picture below is the new ultra-premium Cabernet Sauvignon from Changyu–Moser XV, a joint venture between Changyu Pioneer Company (one of the largest wine producers in China) and winemaker and consultant Chief Winemaker Laurenz Maria Moser V of Austrian winery Laurenz V. The label makes it very clear that the wine is produced in China, and uses the traditional font to signal grounded history and a sense of grandeur.