Wine aficionados from China have started getting to know the drink more and more in the past ten years, including wines coming from Serbia. The Krusevac-based Rubin winery has recognized this and has been successfully operating in this country for several years now.
As the director general of the winery, Danijela Jovanovic, says for eKapija, they approached the analysis of this market strategically, in order to learn about the habits and the specific demands of the consumers.
– Seven months ago, we had a very successful presentation at the largest wine fair in Asia, held in Shanghai, and now in Ningbo, one of the world's largest ports. Citizens of the Chinese province of Zhejiang, which has a populace of 60 million, are therefore able to taste Rubin's wines. They have recognized the quality of our premium wines, from Barrique to wines with a geographical indication. It is these wines that are the most represented in our exports.
She reveals that the Chinese drink exclusively red wines with a higher alcohol content for now.
– I can say that the consumption of wine has practically exploded, and an even bigger growth is expected in the upcoming years, so it is a great exporting opportunity for us, not just for Rubin, but for all wineries in Serbia.
What made Rubin stand out at the fair in Ningbo were wines with a geographical indication, carrying purple tags. These are top quality wines with a controlled and guaranteed geographical origin.
– In the past few months, these wines have been awarded with medals at the most important world contests in Vienna, Brussels and London, which is certainly the result of the work of the 20 technologists employed at Rubin, who take care for each product to be of the highest quality. We have a laboratory which can match university laboratories – our interviewee emphasizes.
She adds that the wines with a geographical indication have the unique characteristics of their places of origin and that each one has its special features. They are produced from the grapes grown in Bacina, Lucina, Suvaja, Jasenje and Presevo vineyards.
– With pronounced color, fragrance and flavor, each wine provides a unique bouquet, the quality of which can be recognized by refined wine aficionados – Jovanovic says.
She adds that the first significant shipments were sent to China immediately after the fair in Shanghai.
She also reveals that they will launch a Merlot in September, a sample of which was presented at the fair, where it proved to be very popular with those who had the opportunity to taste it. The first orders have already been made.
– In addition to the taste, the fact that the alcohol content is 14.5% is important for this market. Certainly, the continual and consistent quality is crucial here, as that is the only way to achieve a long-term success and build a brand in each market, including the most demanding ones – Jovanovic believes.
In China, Rubin is present with red wines exclusively, namely Prokupac, Pinot Noir and Cabernet Sauvignon, although their purple stamp wines include three white varieties as well, Chardonnay, Sauvignon Blanc and Muscat as well as a Rose wine.
As Jovanovic said, the further plans of Rubin pertain to strengthening its position in the Chinese market, not just when it comes to wines, but other products they are recognized for as well.
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