Changyu’s brand strategy: unique grapes and Chinese culture

SIAL Group, a leading Food & Beverage industry trade organizer globally, has recognized Changyu, a prominent Chinese winemaker, as one of the top 30 wine brands worldwide. As the sole Asian recipient of this prestigious award, Changyu stands out in the international wine market. Yves Benard, president of the International Organisation of Vine and Wine (OIV), lauded Changyu as “one of the world’s top wine brands.” Explore the brand strategy of Changyu, a distinguished player in the global wine industry.

Considered to be a shining star of the Chinese wine industry, Changyu has already entered the mainstream market in the US, with loyal customers in major cities such as San Francisco and New York. This is an uncommon feat for an Asian wine brand, as American consumers are known for their discerning taste in wines.
Elevating Changyu’s presence with a strategic focus on brand keywords, our commitment to quality and heritage becomes evident. Since 1937, Changyu has been a trailblazer, officially registering the “Changyu Cabernet” brand, marking a historic milestone as China’s inaugural dry red wine brand. As part of our brand strategy, British wine merchant Bibendum emphasizes to their customers that Changyu wines are meticulously crafted at the Changyu Wine Company, the nation’s oldest winery located in Shandong Province. Uncover the exceptional quality and rich history of Changyu, where brand strategy meets a legacy of excellence in every bottle.Bibendum also points to the wine’s unique fragrance as a notable feature. The fragrance is thought to be closely related to the main raw material of Changyu: Gernischt, the only grape breed acknowledged worldwide as having been cultivated by Chinese people. More than a hundred years ago, Gernischt was transplanted to China by Changyu. After a century’s improvements and developments, it has now integrated with the local conditions of Yantai, forming its own features and tastes. When overseas customers have s sip of Changyu, they are said to be tasting the flavor of one hundred years of history—an exotic Chinese flavor and fragrance different from those found in European and American wines. This cultural differentiation has succeeded in attracting curious consumers.
Changyu’s brand strategy aims to redefine this traditional Chinese brand as both a domestic and international luxury brand. In doing so, the company hopes to attract foreign wine lovers as well as a new class of Chinese elites, all looking for ways to experience the exotic cultural history of China.