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COFCO to sell imported wines under Great Wall brand

DBR Staff Writer Published 25 February 2013

COFCO, a China-based operator of wine and liquor brands, is to sell a range of imported wines under its local brand - Great Wall, which sells 10 million cases annually in China.

The state-owned group has also hired consultant Michel Rolland, who will assist COFCO in its local and imported wine business.

COFCO Wines & Spirits senior manager Shu Yu told the drinks business that Rolland will now serve as consultant for all their wines, and wines selected by Rolland will be sold under the Château Sungod label from Great Wall.

"We will announce that Great Wall is not only China, and we will make a French Great Wall, a Chilean Great Wall and an Australian Great Wall," Yu added.

"You will probably find these wines in the market next year... Great Wall will use global sourcing for the Chinese domestic market."

COFCO presently has wineries - Château de Viaud in Lalande de Pomerol and Bisquertt Vineyard, in France and Chile, respectively. The company further plans to purchase a vineyard in Barossa region of Australia.

Yu added that after Australia, they plan to invest in the US.