Giesen stamps mark in China

 Its wines recently won acclaim at China's largest and most prestigious wine competition, CWSA (China Wines & Spirits Awards), which brings together winemakers from all over the world to compete in a blind tasting.

The competition named Giesen CWSA Marlborough Winery of the Year and awarded them a trophy, two double golds, and five golds.

General manager Kyle Skene says Giesen export their total wine portfolio to China, including Giesen Estate, The Brothers (Reserve), and Single Vineyard series. Their wines sell in 12 Chinese cities and 7 provinces.

"Typically Marlborough Sauvignon Blanc constitutes a high share of our global export orders, however, in China this is balanced with other varietals such as Merlot, Pinot Noir and Riesling."

Skene says Giesen's exports to China are growing steadily. China is New Zealand wines' eighth largest export country.

"Our approach is one of patience, considering that Chinese consumers are still acquainting themselves with New Zealand wine and, in particular, Marlborough Sauvignon Blanc," Skene says.

"We want to seed a long term sustainable brand and as part of this we've invested significantly in promoting our wines in China over the past two years.

"This has been in the form of spending time in trade, introducing new products, digital media campaigns, Media and trade hosting in Marlborough plus injected branded merchandise into the market such as branded glassware."

Skene says China perceived New Zealand food and beverage as high quality and sustainably farmed.

Red wine secures the biggest share of consumer following in China – a higher share than most wine drinking cultures around the world.

"In an age of technology, a generation of younger, adventurous, connected consumers are driving a change in buying behaviour. These consumers, through their access to digital media, are being exposed to lots of other choices, other than what their parents have shown preference towards in the past."

Skene says it is an honour to receive acclaim at this year's CWSA.

"This proves how well our wines compare with some of the most popular in the world. We look forward to expanding our presence in China and our CWSA medals are sure to help our efforts."

Giesen The Fuder Clayvin Chardonnay 2012 was awarded a trophy and won a double gold, along with Giesen The Fuder Matthews Lane Sauvignon Blanc 2012.

Gold medals went to Giesen Estate Riesling 2013, Giesen Single Vineyard Clayvin Pinot Noir 2012, Giesen Brothers Sauvignon Blanc 2013, and Giesen Vineyard Selection Sauvignon Blanc 2013.