Jean-Fredric Hugel - Hugel & Fils approach to the Asian wine markets @wbis2014
HUGEL & FILS
12 generations of family tradition
A brief presentation
Family business, today run by 3 members of
the family (12th generation) – 28 employees
100% family-owned and fully self-financed.
Wine growers from father to son in
Riquewihr, Alsace since 1639
Total annual production averages 110,000
cases; over 90% is exported to more than
5 things to remember about China:
The most capitalistic Socialist country in
An upcoming major wine producing
A different alphabet than ours.
Wine was almost non existent only 10
China has a strong culture of gift giving.
China is opening to the world
Only 15 years ago the country was closed
International trade and globalization
allowed the appearance of a Chinese
China and Brands:
Private property did not exist 15 years
Intellectual property does not (barely)
Brands did not exist 15 years ago!
This explains counterfeits
This explains the thirst for brands
This requires wine education
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.
Wines are traded
Wines are stored for speculation
Luckily, some wines are still consumed
Producers view China as a goose
that lays golden eggs!
The price increase of Bordeaux 2009s and
Distribution channels and brand building
China is about to become a mature market
A thirst for wine and
What do we do to help the Chinese
Blackberry? Elderberry? Blackcurrant?
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?
Translation is critical!
The website includes the main categories
in both simplified and traditional Chinese.
Translation was made by real Chinese
Sales sheets are available in Chinese for
all the products sold in the country.
Back labels are 100% in chinese.
We are working on long term:
Present for now over 10 years in China.
Unique partner is Summergate China.
Present in hotels, high end restaurants.
The focus is to pair Alsace wines with
China is a growing market, with huge
potential, but which requires a lot of work!
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
HUGEL & FILS
3, rue de la première armée
Tel: +33 3 89 47 92 15
Fax: +33 3 89 49 00 10