Chinese-owned brand set to become LaLiga¡¯s official wine partner
Date£º 2016-11-03 15:57  Source£º Decanter´¼¼øÖйú    Author: Sylvia Wu   Translator:
  A Spanish wine brand owned by China¡¯s biggest wine producer Changyu is set to become the official wine provider of LaLiga.

Chinese-owned brand set to become LaLiga¡¯s official wine partner

Changyu signing contract with LaLiga to become its official wine partner

 

LaLiga, the top level of Spain¡¯s professional football league, announced last week that Marques del Atrio of China¡¯s Changyu group is to become its official wine until June 2019.

 

LaLiga hosts a number of the world's top footballing teams including Real Madrid and Barcelona, and players such as Barca's Andr¨¦s Iniesta have started their own wine companies.

 

Marques del Atrio is a Navarra-based Spanish wine producing company. Changyu Pioneer Wine, China¡¯s biggest wine producer, purchased a 75% share in November 2015.

 

After the purchase, Marques del Atrio wines currently account for 11% of imported Spanish wine sold in China, according to Changyu.

 

By promoting its Spanish range to the ¡®2.1 billion potential viewers¡¯ of LaLiga matches, Changyu aims to further boost the sales of its imported wine range in China while promoting its own brand abroad.

 

¡®Our target is to make Marques del Atrio the top Spanish wine brand in China,¡¯ said SUN Jian, vice president of Changyu, which has its head quarter in Shandong province.

Chinese-owned brand set to become LaLiga¡¯s official wine partner

Signage of Changyu

 

¡®Our aim is to expand our brand and this partnership with Marques del Atrio is strategic,¡¯ said Adolfo Bara, LaLiga¡¯s managing director of sales, marketing and sponsorship, ¡®given that it's a gateway into the Chinese market and will further cement our position in Spain thanks to one of the world's biggest wine groups.¡¯

 

With the Chinese wine producer gaining more brand exposure in the international market, ¡®we hope more global consumers will in turn recognise and enjoy Chinese wines,¡¯ said WANG Qi, vice president of China Alcoholic Drinks Association.

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