As global wine markets struggle to connect with a younger generation of drinkers, Chinese producers are pioneering more direct and personal approaches to engage consumers and build loyalty.
Winemaker Deng Zhongxiang, who consults for ten producers in the Ningxia region, underscores a key challenge in the local industry: visibility. “Our wine is good enough, but most people have not heard of it,” Deng notes. “People who haven’t heard of it haven’t tasted it. We need to reach our real customers—use our beautiful wine to touch their taste buds and appeal to their wallets with reasonable prices.”
Deng, dubbed “China’s Driving Winemaker” in a Wine-Searcher profile two years ago, exemplifies a new generation of wine professionals leading creative, grassroots promotions across China. Despite a packed schedule in Ningxia, he has helped initiate over 100 tastings nationwide by collaborating with wine advocates in key cities.
The push comes as China’s wine market faces prolonged stagnation. For the past decade, sales have remained sluggish, with many producers relying heavily on contest medals, high scores, and industry accolades to attract consumers. Increasingly, however, direct and emotionally resonant experiences are emerging as more effective tools.
In one such initiative, Jack Zhang of The Cellar Project in Ningxia has launched an “adopt-a-vine” program to cultivate a deeper connection between drinkers and the wine they consume. For RMB288 (approximately $40), participants receive a name-tagged disc placed on a vine, periodic updates on its growth, and ultimately a bottle of wine produced from that specific plot.
“We started the program two months ago and already had around 50 people join,” Zhang said. “We are growing this project organically—we’re not pushing hard.”
Zhang believes that in a market where consumption is declining, creating emotional value is critical. The project also offers participants the opportunity to visit their adopted vines, enhancing the sense of involvement.
While the program may appear modestly priced, particularly in a landscape where premium Chinese wines can be costly, Zhang notes that it remains more profitable than traditional wholesale channels due to its direct-to-consumer model and potential for fostering brand loyalty.
As China’s wine industry evolves, such intimate, experience-driven strategies are redefining how producers market their products—moving beyond prestige and into personal connection.
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