China Is Building a Disney World for Wine

Jun 02, 2017 Comments Off by


At Chateau Changyu Reina, honey-colored brick towers enclose huge cobbled courtyards, and vast, wood-beamed halls glance like they can be prepared to host an imminent medieval banquet. To start with look, the Italianate castle and winery might have been developed a huge selection of decades back, in Italy’s Tuscan hills.
Spoiler: It was not.

Wine Castle

The chateau is but a person element of the ambitious 600 million yuan ($86.9 million) complicated finished 4 yrs back just outside the city of Xi’an, in Shaanxi province in central China. It’s a prodigious winemaking operation driven by a lot more than 2,000 acres of vines. Presently, it’s annually churning out five,000 bottles, typically merlot-and the objective is always to substantially scale up. The cellars at Chateau Changyu Reina have place for as a lot of as a hundred and fifty,000 oak barrels.
The faux-historic halls in the castle may also be dwelling to an interactive exhibition that walks website visitors with the history and generating of wine. Mirrors really encourage website visitors to stick out their tongues to look at their taste buds; there’s a statue of Bacchus, additionally a wall that showcases the various strata of soil, or terroir. Inexplicably, an enormous, smiling experience resembling a cartoon grape beams out from one corner. An oversized globe spotlights the world’s other wine regions, while a table included in Perspex tubes and buttons asks people to discover should they can match a location to some scent. There’s even a area dedicated to previous Chinese leaders (none of whom seem to be experiencing a glass of wine).

A country Enchanted by Wine

This mock castle is not special. It is certainly one of a community of so-called chateaux created across the nation, from Ningxia province to Beijing, by China’s oldest winemaker, Changyu. These grand castles, each individual influenced by another European winemaking place, certainly are a concrete indication on the company’s bold programs for Middle Kingdom wine. According to the Intercontinental Organisation of Vine and Wine, China will be the second-largest wine grower by vineyard area, at the rear of only France, with land beneath vine roughly the dimensions of Puerto Rico.
The problem Chinese winemakers encounter, while, isn’t amount. It’s improving upon the standard of regardless of what juice those lands can create, and that’s the place Changyu has tapped a seasoned, new partner for aid. 77-year old Augusto Reina is not just the namesake of that Shaanxi chateau; he’s also the head of Illva Saronno Holding Spa, the Italian winemaker best-known globally given that the producer of Disaronno liqueur. Reina has imported his know-how to aid China’s nascent industry make vintages that even the sniffiest wine snob may well deign to sample. In return, Changyu named a castle soon after him and even crafted a life-size bronze of the Italian sitting down over a bench inside the vineyard-raising a glass.


Buzz on Chinese Social Media

Sitting inside a hotel in close proximity to that castle (and sculpture), Reina anticipates what you’re considering. “When we came to China 7 or 8 decades back, I’d a stomach ache, I have to confess it, through the high quality of the wine. It absolutely was not so fantastic,” he explains, by way of a translator. Still the entrepreneur noticed probable in both equally the product or service as well as market; by 2013, China had develop into the world’s most important purchaser of purple wine and it has ongoing to develop. For more than two as well as a fifty percent decades, Reina negotiated with Changyu. “They had been really demanding, complicated negotiations. I do not think this sort of detail would be doable for an American or even a French company, since they have such a distinct business enterprise tradition,” he proceeds, diplomatically.


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About the author

Olivier VEROT, is a Marketing expert for the Chinese Market. He will speak about the Internet trends about wine and about the Marketing best practices.
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