The Guangzhou Wine Company AWA Wine Co. Ltd. has recently established several strategic partnerships to promote brand awareness through marketing alliances. Partnerships include major companies such as HSBC, Bank of China, Bank of Communications, China Telecom, LY Telecom, China Mobile, Hunan Television, and Radio Guangdong. AWA's goal is to become the leading wine distributor in China, and they plan to do this by building their brand to foster consumer loyalty.

Wine consumption has become increasingly popular in China as living standards continue to rise. According to China Alcohol Industry Association, wine consumption is expected grow at about 70% from 2008 to 2011. Wine drinking has been adopted by the Chinese upper and middle class and as it is seen as a symbol of status.

AWA Wine does not only promote wine drinking for their target market segments, but they also offer club membership to foster brand loyalty. This promotes a feeling of exclusivity for members and will encourage repeat wine purchases. The AWA Wine club has a membership base of over 50,000 members and continues to grow.

Since the wine market in China represents an emerging and potentially profitable opportunity, it is likely that more and more companies will enter the industry and attempt to capture market share. Although AWA Wine’s strategic partnerships, wine tasting events, and club memberships have been successful thus far, they will need to develop new and innovative branding strategies to stay ahead of the competition.