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An Aussino Exclusive




"During discussions with Robert (SHUM), we touched on a part of our business, in fact one of the first businesses my grandfather did, and which we are still doing a lot in England, namely exclusive labels," Edouard MOUEIX, Vice General Manager, Etablissements Jean-Pierre Moueix.

Story & Photos By Ch'ng Poh Tiong

The Chinese retailer is constantly looking for innovative ways to reassure the Chinese consumer that what he is buying is of good quality, safe and genuine.

This is the concern whether the product is milk powder, bean sprout, moon cakes or wine.

With its 1.3 billion population, China is the largest consumer in the world of food and beverages. It is also, arguably, the largest consumer, knowingly or unknowing, of fake produce and goods on earth.

Consequently, Chinese people prefer to buy wine in Hong Kong not only because there is no duty on wine there, but also because they consider it less likely that the wine is a fake in Hong Kong than at home.

For that same reason, Chinese people also snap up expensive wines in Singapore although there is a duty on wine and also a 7% Goods & Services Tax in that country.

It's not only expensive trophy bottles that are the subject of fakes in China.

In October 1999, Hong Kong Customs & Excise officers seized 12,000 bottles of faked Mouton-Cadet 1995 from a Hong Kong supermarket chain. Although some of the wine ended on Hong Kong supermarket shelves, the bottles were really destined for the mainland. And it's no longer just imported wines that are at the mercy of the fraudsters, even Chinese brands have become victims.

Just recently, in December 2010, Chinese authorities arrested six winemakers and shut down three wineries in Changli County, Hebei Province. More than 5,000 cases of "wine" were seized, some of which was no more than water, sugar, chemicals, artificial grape flavouring and colouring.

Chinese authorities also confiscated printing plates and thousands of labels for other brands, including Great Wall and Dynasty, two of China's most well-known wines.

One way to reassure the consumer that what he is buying is genuine, is to guarantee that the bottle comes directly from the producer. Better still if, on top of that, you can tell the consumer that it is an exclusive blend specially created by the producer for your wine shop.

This is exactly what Aussino (headquartered in Guangzhou) has done with Selection Jean-Pierre Moueix, a range of three reds, namely "Pomerol", "Saint-Emilon", and "Bordeaux".

The other catch words on the labels are "Sélectionné par Christian Moueix pour Aussino" or "Selected by Christian Moueix for Aussino".

HOW IT HAPPENED

"In the late spring of 2009, we started working with Aussino with some exclusivities and some wines on the open Place du Bordeaux market. In November of the same year, we also did a series of wine dinners in Beijing, Shanghai and Guangdong with them."

"During discussions with Robert (SHUM), we touched on a part of our business, in fact one of the first businesses my grandfather did, and which we are still doing a lot in England, namely exclusive labels," Edouard MOUEIX, Vice General Manager, Etablissements Jean-Pierre Moueix, informed.

Edouard MOUEIX (son of Christian MOUEIX) also informed that these exclusive wines to different clients essentially all use the same base wine (of the same vintage). However, the wines are not identical because they are adjusted to the clients' specifications. Accordingly, a client may ask for a wine showing more fruit, more structure, etc.

"At the same time, the client can decide whether they want our name on the label or not. In the case of, say the United Kingdom's Avery's and The Wine Society, the words "Selection Jean-Pierre Moueix" do not appear on the labels. The wines are, in that sense, anonymous. However, with Corney & Barrow and Direct Wines, our name appears on the labels."

Aussino has gone one step further with their Selection Jean-Pierre Moueix wines. The Chinese company has also fine tuned the label to their own specifications for the Chinese market.

As Edouard MOUEIX revealed, "Aussino is the only one in the world with this specific label."

You can't get more specific, or exclusive, than that.























All Rights Reserved · The Wine Review · 2013
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