Changyu is a Chinese wine company established in 1892 in Yantai, Shandong Province. It has six wine regions across China and produces wines from various grape varieties like Cabernet Sauvignon, Merlot, and Riesling. Changyu has a long history of winemaking in China and was the first to produce Cabernet wine in 1931. It has strong research capabilities with over 245 technical personnel and has diversified its business beyond wine to include tourism and wine-related services. Changyu is considered one of the most prominent and internationally recognized Chinese wine brands.

1. CHINESE WINE BRAND
Changyu

2. HISTORY
• In 1892, Chang Bishi established Changyu
Wine Company

3. HISTORY
• In 1896 Max von Babo, the first generation of
Changyu winemaker

4. HISTORY
• In 1905, the grand underground cellar was
completed

5. HISTORY
• In 1914, Changyu registered “Double Kylin”
trademark
• In 1915, won the gold medals on Panama-
Pacific Internation Exposition

6. HISTORY
• In 1931, the first wine of Cabernet
• In 1958, established Changyu Wine-making
Institute
• In 1981, cultiaved two toning grapes
Yan 73 and Yan 74

7. ENOLOGISTS
• The first generation represented by Max von
Balboa
• The Second Generation, represented by Chang
Zizhang

8. ENOLOGISTS
• The Third Generation, represented by
Badisidocci from 1931 to 1948
• The Fourth Generation, represented by Zhu
Mei from 1934 to 1945
• The Fifth Generation, represented by Chen
Puxian from 1953 to 1993
• The Sixth Generation, represented by Wang
Gongtang

9. ENOLOGISTS

10. STRUCTURE
• Six wine regions
Xinjiang (120000 hectares)
Merlot
Cavernet Sauvignon
Riesling
Chardonnay

11. STRUCTURE
• Ningxia (80000 hectares)
Cabernet Sauvignon
Merlot
Syrah

12. STRUCTURE
• Shanxi Hanyuan (15000hectares)
Cabernet Sauvignon
Cabernet Gernischt
Ugni Blanc

13. STRUCTURE
• Yantai (800000 hectares)
Cabernet Gernischt
Cabernet Sauvignon
Riesling
Chardonnay

14. STRUCTURE
• Beijing (1500 hectares)
Cabernet Sauvignon
Chardonnay

15. STRUCTURE
• Liaoning (5000 hectares)
Ice wine

16. STRUCTURE
• Eight Chateaus

17. STRUCTURE

18. STRUCTURE
• Other production
Brandy Healthcare liquor

19. COMMERCIAL ASPECTS
• New sales system
1
• Sales company (decision center)
2
• Provincial marketing management
company (command centre )
3
• Civil marketing division (performer)

20. COMMERCIAL ASPECTS
• Eight distribution companies

21. ADVANTAGES OF
DEVELOPMENT
• Strength of research and development
Changyu has 245 professional technical personnel
• Product diversification
Wine production combined with tourism,
recreation, conference, training services

22. ADVANTAGES OF
DEVELOPMENT
• Yantai Changyu International Wine City
Research Institute of Vine& Wine;
Wine Production Center;
Chateau Tinlot;
Chateau Koyac Brandy;
Demonstration Vineyard;
Pioneer International Wine Trading Centre;
Hainer Industrialized Winemaking.

23. ADVANTAGES OF
DEVELOPMENT
• Media opinions
Drinks International- World’s 50 Most Admired
Wine Brands
Decanter- Changyu Ice Wine won a silver prize in
2011 Decanter World Wine Awards
Financial Times- five food and beverage brands
that are expected to become the global
drinking brand

24. REFERENCE
• Changyu. (2014). Retrieved October 25, 2016, from CHANGYU SINCE 1982,
http://www.changyu.com.cn/
• Changyu (2016). . In Wikipedia. Retrieved from
https://en.wikipedia.org/wiki/Changyu
• 专访：张裕寻求继续海外扩张 并提升进口葡萄酒在华销量. (2016,
March 19). Retrieved October 29, 2016, from REUTERS,
http://cn.reuters.com/article/changyu-wine-interview-idCNKCS0WL04W
• 张裕2015年销售优异成绩后的三大原因. Retrieved October 30, 2016,
from 葡萄酒观察, http://www.gzhphb.com/article/16/167947.html
• Centenary Chronicle_Centenary Changyu_Centennial Changyu. (n.d.).
Retrieved from http://www.changyu.com.cn:8189/about/events.html