Hugel & Fils is a family-owned wine producer located in Riquewihr, Alsace that has been family-run for 12 generations since 1639. They currently employ 28 people and are 100% family-owned and self-financed. Hugel produces an average of 110,000 cases annually, over 90% of which are exported to over 110 countries. The company has established stable export markets over decades and sees opportunities for further growth in China through long-term brand building, education initiatives, and adapting marketing materials to Chinese culture and cuisine.

1. HUGEL & FILS
12 generations of family tradition

2. A brief presentation
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Family business, today run by 3 members of
the family (12th generation) – 28 employees
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100% family-owned and fully self-financed.
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Wine growers from father to son in
Riquewihr, Alsace since 1639
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Total annual production averages 110,000
cases; over 90% is exported to more than
110 countries

3. Today’s Hugel headquarters in Riquewihr

4. Establishing stable export markets
Loading a shipment
for Sao Paulo in 1950
The labelling room in 1930

5. How wrong we are on wine in
China?

6. 5 things to remember about China:
The most capitalistic Socialist country in
the world.
 An upcoming major wine producing
country.
 A different alphabet than ours.
 Wine was almost non existent only 10
years ago!
 China has a strong culture of gift giving.


8. China is opening to the world
Only 15 years ago the country was closed
and isolated.
 International trade and globalization
allowed the appearance of a Chinese
middle class.


9. China and Brands:
Private property did not exist 15 years
ago!
 Intellectual property does not (barely)
exist!
 Brands did not exist 15 years ago!

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This explains counterfeits
This explains the thirst for brands
This requires wine education

11. China and long vs short term
“The best time to plant a tree was 20 years
ago. The second best time is now.”

China is today a country of trading.

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Wines are traded
Wines are stored for speculation
Luckily, some wines are still consumed

12. Producers view China as a goose
that lays golden eggs!
The price increase of Bordeaux 2009s and
2010s
 Distribution channels and brand building
 China is about to become a mature market
 A thirst for wine and
wine education


13. What do we do to help the Chinese
with wine?

Blackberry? Elderberry? Blackcurrant?

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
European wine descriptions are not adapted to
the Chinese culture.
Chinese culture is hitting wine culture!
Mangosteen? Durian? Ginger? Lychee?

Is European wine culture ready for China?

14. An informative and supportive website

15. Translation is critical!
The website includes the main categories
in both simplified and traditional Chinese.
 Translation was made by real Chinese
wine people.
 Sales sheets are available in Chinese for
all the products sold in the country.
 Back labels are 100% in chinese.


16. We are working on long term:

Present for now over 10 years in China.

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Unique partner is Summergate China.
Present in hotels, high end restaurants.

The focus is to pair Alsace wines with
Chinese gastronomy.

China is a growing market, with huge
potential, but which requires a lot of work!

18. 
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Our wines match Asian cuisines like no others
Elegant downloadable A5 documents ready to use,
available in most Asian languages
Chopstick holders for diplay and giveaways
Ebony Hugel sustainable chopsticks
A real opportunity for our wines in top Asian
restaurants

20. HUGEL & FILS
3, rue de la première armée
68340 Riquewihr
France
Tel: +33 3 89 47 92 15
Fax: +33 3 89 49 00 10
info@hugel.com