WHAT IF CHINESE WINE BECOMES GLOBAL: COFCO, FOOD & WINE GIANT CONTROLLED BY THE BEIJING GOVERNMENT IS READY TO LAUNCH ON THE MARKET CHINESE BRANDS "FRANCE GREAT WALL", "CHILEAN GREAT WALL" AND "AUSTRALIAN GREAT WALL", COUNSELLED BY MICHELLE ROLLAND

Everyone has been saying that China will have a major role on the wine market in the future. But, the Asian giant is becoming more and more a global player as a wine producer and is deploying business strategies that need to be attentively observed. Like the division of COFCO Wine & Spirits, one of the top wine & food groups in China, controlled by the government in Beijing. It is "globalizing" its most important brand, "Great Wall" (10 million boxes sold every year), which will no longer be available on the market as Chinese wine, but as "France Great Wall", "Chilean Great Wall" (the group owns Château de Viaud in France and Bisquertt Vineyard in Chile, ed.), and "Australian Great Wall".
This means that it will begin to bottle, as well as produce, foreign wines (with counseling from none less than Michelle Rolland, who will also curate a particular selection that will go on the shelves under the name of "Château Sungod"), "of and in" already famous wine Countries in the homeland, to diversify its already strong offer on the domestic market. And so the producers who want to export their wine to China will be dealing with one more competitor, and a very powerful one indeed, since it is operating on behalf of the Government.
Info: www.cofco.com/en