Happy Chinese New Year!

After today's midterm presentations, there was one theme that continued to emerge: the power of Chinese consumers within the wine industry.  According to INS Global, China has seen a rapid growth in wine consumption -- up to almost 50 million in the country.  Two factors contribute to this trend 1) the growth of upper middle class and 2) the influence of Western culture.  Due to the market size and growth, wine producers have begun prioritizing China and are swiftly expanding their distribution channels into the country. 

Due to these market trends, I think Kingston Family Vineyards could capitalize on Chinese consumer trends.  One idea for Courtney Kingston is to invest in a new marketing campaign focusing on Chinese New Year.  Many consumer product companies such as Pepsi Co. have run quite successful campaigns around customized 'collector' products with labels that signify the annual Lunar sign (see product photos below).  Kingston Family Vineyards could think about custom labels that say Happy New Year with a drawing of a rat (2020 is the year of the rat).  I believe that many Chinese consumers would be able to purchase these 'collector' bottles to gift to family members during the holidays.  We already see the trend for other alcoholic beverage companies (see below), and the cost of this campaign is relatively low (main cost would be designing and printing the custom labels).  It would be great to see Kingston capitalize on a simple yet effective marketing strategy for the fastest growing wine consumer market!