HUGEL & FILS12 generations of family
tradition
A brief presentation Family business, today run by 3 members of
the family (12th generation) – 28 employees
100% family-owned and fully self-financed.
Wine growers from father to son in Riquewihr, Alsace since 1639
Total annual production averages 110,000 cases; over 90% is exported to more than 110 countries
Today’s Hugel headquarters in Riquewihr
Establishing stable export markets
Loading a shipment for Sao
Paulo in 1950 The labelling room in 1930
How wrong we are on wine in China?
5 things to remember about China: The most capitalistic Socialist country in
the world. An upcoming major wine producing
country. A different alphabet than ours. Wine was almost non existent only 10
years ago! China has a strong culture of gift giving.
China is opening to the world Only 15 years ago the country was closed
and isolated. International trade and globalization
allowed the appearance of a Chinese middle class.
China and Brands: Private property did not exist 15 years
ago! Intellectual property does not (barely)
exist! Brands did not exist 15 years ago!
This explains counterfeits This explains the thirst for brands This requires wine education
China and long vs short term“The best time to plant a tree was 20 years
ago. The second best time is now.”
China is today a country of trading. Wines are traded Wines are stored for speculation Luckily, some wines are still consumed
Producers view China as a goose that lays golden eggs! The price increase of Bordeaux 2009s and
2010s Distribution channels and brand building China is about to become a mature market A thirst for wine and
wine education
What do we do to help the Chinese with wine? Blackberry? Elderberry? Blackcurrant?
European wine descriptions are not adapted to the Chinese culture.
Chinese culture is hitting wine culture!
Mangosteen? Durian? Ginger? Lychee? Is European wine culture ready for China?
An informative and supportive An informative and supportive websitewebsite
Translation is critical! The website includes the main categories
in both simplified and traditional Chinese. Translation was made by real Chinese
wine people. Sales sheets are available in Chinese for
all the products sold in the country. Back labels are 100% in chinese.
We are working on long term: Present for now over 10 years in China.
Unique partner is Summergate China. Present in hotels, high end restaurants.
The focus is to pair Alsace wines with Chinese gastronomy.
China is a growing market, with huge potential, but which requires a lot of work!
Our wines match Asian cuisines like no others Elegant downloadable A5 documents ready to use,
available in most Asian languages Chopstick holders for diplay and giveaways Ebony Hugel sustainable chopsticks A real opportunity for our wines in top Asian
restaurants
HUGEL & FILS3, rue de la première armée
68340 RiquewihrFrance
Tel: +33 3 89 47 92 15 Fax: +33 3 89 49 00 10
Top Related