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A taste of China: Dragon Seal varietal wines are set for an extensive duty free roll-out |
CHINA/FRANCE. Independent Cognac house Camus has entered into a 10-year agreement with Chinese winemaker Dragon Seal to distribute Chinese grape wines and Osmanthus wines* in worldwide duty free.
Under the terms of the agreement, Dragon Seal products will join other leading Chinese brands Moutai, Gu Yue Long Shan, and Chunghwa under the Camus-run common commercial programme “˜Spirit of China’, launched to great success and critical acclaim in 2005 (click here for our original story).
Dragon Seal is China’s largest wine exporter, although exports represent less than 10% of the company’s total sales. It is the only Chinese winemaker of any scale that uses just grapes grown in China. It is also unique in only using grapes grown in the Huailai region, the first Chinese grape wine AOC terroir [designated origin – Ed].
“Joining Camus’ duty free network will help us enhance the brand image. This 10-year partnership will definitely bring a pleasant result to our exports,” said Dragon Seal General Manager Liu Chunmei.
“We are extremely pleased to be given the opportunity to take the most quality-orientated brand of Chinese wines onto the world stage. Dragon Seal’s innovative spirit, and in particular their attachment to producing wines of Designated Origin gives us full confidence in the long term success of this project,” commented Camus President Cyril Camus,.
The two companies are now putting the final touches to the main products before release in the world’s key airports next autumn. Dragon Seal products are expected to hit the duty free shelves within six months.
*Osmanthus set to flower in duty free
Cyril Camus told The Moodie Report that Camus will sell not only the Dragon Seal lable but will also develop together with the producer an international brand and packaging for Osmanthus – a grape wine flavored with the Osmanthus flower, an ingredient used in many international perfumes.
“With this latest addition, Spirit of China will have five lines of products, which pretty much covers all the main categories of wines and spirits in China,” he added.
“And for each line of product, we are working with the leader, which gives this concept an unprecedented strength. If it’s ever going to happen for Chinese wines and spirits in duty free then this has got to be it,” he enthused.
The Moodie Report Backgrounder – The Spirit of China
Developed by Camus, long considered one of the liquor and duty free industry’s most innovative houses, Spirit of China is a pioneering range of Chinese wines and spirits. Together with a comprehensive marketing and merchandising programme, it is designed to assist the most prestigious Chinese brands in developing their reputations internationally.
Grouped under a common banner targeted exclusively at the duty free channel, the brands composing Spirit of China form a powerful partnership that combines Chinese traditions and expertise with Camus’ commercial network, consumer expertise and experience in developing growing categories of wine and spirits.
Besides representing a diverse portfolio of Chinese market leaders, Spirit of China is a comprehensive programme designed to:
• Encourage purchases of duty free wines and spirits by Chinese travellers;
• Give non-Chinese travellers a feeling of confidence and pleasure in buying Chinese brands of wines and spirits.
Introduced in May 2005, Spirit of China is already present in more than 20 major international airports, including Paris, Rome, Amsterdam, Helsinki, Dubai, Singapore, Bangkok and Jakarta.
Dragon Seal
The Beijing Dragon Seal Wines Company was created in 1987 as a Sino-French joint venture by the Beijing Winery Company (founded in 1910 and nationalized in 1950). In 2001, Dragon Seal became a fully state-owned company controlled by the Beijing First Industry Corporation.
Dragon Seal is a pioneer and a leader in the Chinese wine industry, focusing on producing the highest-quality genuine Chinese grape wines and preferring quality to volume. It introduced the first Chinese wines of Designated Origin. The grapes used in Dragon Seal wines all come from vineyards planted in Huailai (Hebei Province) with grape cuttings imported from France.
Dragon Seal is also the producer of China’s most premium Osmanthus Wine, a traditional grape wine flavoured with Osmanthus flowers.
Camus is the exclusive worldwide duty-free distributor of the Dragon Seal grape wines and Osmanthus wines.
MORE STORIES ON CAMUS
Lemonnier takes Americas role at Camus International – 14/02/06
Zeades links with Camus in co-branding deal – 28/10/05
Stylish Camus enters age of Elegance – 27/10/05
Camus, long-time innovator, untaps the Spirit of China: Kings of Wines, Wines for Kings – 01/08/05
