CHINA. Renowned Chinese winemaker Great Wall and China Duty Free Group (CDFG) this week jointly hosted the global travel retail launch for the Great Wall Five Star G Series at cdf Haikou International Duty Free Shopping Complex in Hainan province.
Introduced to the domestic market at the end of 2024, the G Series is Great Wall’s latest release and described as a milestone in the company’s innovation journey.
The ceremony on 10 January was attended by representatives from Great Wall and CDFG, members of the press and wine enthusiasts.
The collaboration with CDFG highlights the partners’ shared vision of creating a unique and exceptional Chinese wine experience for consumers worldwide and will further expand Great Wall’s global business by delivering five-star quality and experience, CDFG said.
“The launch of the Great Wall Five Star G Series at CDFG is a history-making moment that marks a significant step towards internationalisation for the Chinese wine industry. Together, we will pave the way for its future development and bring premium Chinese wine onto the global stage,” the company added.
During the ceremony, Chen Lv, Deputy General Manager of COFCO Wines, the owner of Great Wall, pledged that the brand will stay committed to craftsmanship and innovation and establish itself as a symbol of quality Chinese wine at home and abroad.
The company will work with CDFG to help global consumers gain a deeper understanding of Chinese winemaking history and wine regions while expanding the brand’s distribution across multiple channels.
China Tourism Group Duty Free Corporation Deputy General Manager Gao Xujiang said: “This collaboration underlines our shared pursuit of creating an extraordinary retail experience for our customers.
“It marks a new beginning as we join hands in creating a beautiful future for Chinese wine, giving more international wine lovers the opportunity to personally experience and fall in love with the exquisite charm of Great Wall Five Star wines.”
Building the brand image of Chinese wine
Chinese wines have been winning global industry awards and gaining more international recognition in recent years, as the allure of their distinctive flavours and key Chinese terroirs continue to capture the imagination of consumers worldwide.
CDFG said the Great Wall Five Star G Series will leverage that momentum and seek to amplify the attraction of Chinese terroirs and help build an appealing brand image for Chinese wine.
Commenting on the future of Great Wall Five Star, COFCO Wines Product Marketing Deputy General Manager Xiao Ping said: “The company will stay focused on its three core strategies – making branding our key operational priority, creating and expanding series and collections, and continuing to scale up.
“These will help us achieve high-speed growth of the Great Wall Five Star brand and contribute to the high-quality development of the Chinese wine industry,” she added.
“In 2025, through our marketing strategy of ‘new communications, new experiences, new marketing’, we hope to take our branding efforts to a new level.”
At the event, Li Muye, Chief Sommelier at the COFCO Wines R&D Department, led the guests in tasting three new wines from the G Series: G7, G9, and G12. The rich, fruity aromas and delicate tannins of the wines perfectly complemented the gourmet foods, delivering an outstanding pairing experience.
“With the Great Wall Five Star G Series officially a part of the CDFG family, we hope to see more consumers from around the world get to know Chinese wine through these fantastic bottles, and maybe learn more about Chinese terroirs and wine culture,” CDFG said.
“This collaboration is a key measure in GreatW all Five Star’s strategic branding upgrade, as well as a powerful demonstration of the quality and confidence of Chinese winemaking.
“Through the launch, the G Series can leverage the resources and advantages of CDFG and continuously expand its international footprint, winning palates and hearts worldwide and writing a brilliant new chapter for the Chinese wine industry.” 🏝️
