Chinese Consumer Campaign Pilot

This is a pilot activity and the first of its kind where one of the most recognized Lifestyle KOLs in China with around 1 million followers will promote wines from 12 vineyards through consumption occasions for 3 months in order to generate a momentum that lasts in time. The format of the event will consider offline and online activities:

  • Offline: 1 blind tasting and two dinners in Shanghai and Hangzhou, two cities recognized by ontrade channels
  • Online: 12 videos on 2 massive channels but with different focus: 6 videos on Douyin, which is China’s Tiktok, and 6 videos on Little Red Book (analogous to Instagram)

The results of this activity will be evaluated in terms of content and impressions, where we will seek for consumers to discover the great diversity and quality of premium wines that are still within the reach of daily and special occasions. This is due to one of the most marked consumer trends in China called “Affordable Luxury” which goes hand in hand with economic development and the development of wines. There is great interest on the part of different wineries of various sizes to raise consumer awareness of Chile and its wines.


Responsible consumption

Become a responsible
wine consumer

We could go on for hours about wine, and its benefits are many. Among them, moderate wine consumption reduces the risk of mortality from heart disease by half, improves blood flow and enhances the flavours of food. In addition, wine is social, allowing for different delicious libations in the company of friends. But wine is not without its pitfalls, as the saying goes, there can be too much of a good thing.


Drinking alcohol, even in small quantities, alters cognitive abilities, decreases our attentiveness and leads to slower response times. It is worth noting that alcohol consumption is the leading cause of traffic accidents.

Being a responsible consumer is everyone’s business

You can be a part of the solution, keeping the above in mind to not let wine become a negative experience.