Bodegas Luzón conquers the Chinese market

The internationalisation of our wines is a fundamental strategy for the growth of Bodegas Luzón. In recent years, the Chinese market has emerged as a key market for Spanish wine due to its enormous growth potential and the growing interest of Chinese consumers in high quality wines. In this context, China presents a unique opportunity to share the richness of our denominations of origin and expand our presence in the Asian market. 

Recently, we had the honour of making a commercial trip to China together with our valued partner, COFCO International, one of the most influential players in the food and beverage distribution sector in China. This trip has allowed us not only to strengthen our relationship with COFCO, but also to bring our high quality wines to new consumers, distributors and potential customers. Without a doubt, COFCO International has been and continues to be an indispensable figure for our expansion in China, thanks to its extensive distribution network covering the entire country, and its deep understanding of consumer preferences and trends in the Chinese market.

COFCO’s national event in Beijing: presentation of Bodegas Luzón

The centrepiece of our trip to China was our participation in a national event in Beijing organised by COFCO International, where we had the opportunity to present our most representative wines: Altos de Luzón, Finca Luzón Sin Sulfitos, and Finca Luzón Monastrell-Syrah. This event was attended by COFCO distributors and potential customers from all Chinese provinces, which allowed us to present our portfolio to a diverse and enthusiastic audience. 

During the day in Beijing, we explained to the attendees the particularities of our Jumilla wines, known for their distinctive characteristics that capture the essence of our land and the craftsmanship of our winery. We are proud to share with Chinese distributors our commitment to quality and sustainability, values that reflect the identity of Bodegas Luzón.

The Altos de Luzón wine, one of our most internationally recognised products, was received with great interest. This reference stands out for its complexity and aromatic richness, resulting from a production from 100% Monastrell grapes. Its intensity in the mouth and its fruity notes captured the attention of an audience that was curious and receptive to new experiences in the world of wine. 

Another of the products that captured the interest of the attendees was Finca Luzón Sin Sulfitos, a wine that symbolises our commitment to sustainability and the production of environmentally friendly wines. Its vinification process without added sulphites is an innovation that responds to the growing demand for natural and healthy wines, a trend that is also perceived in the Chinese market. This commitment to naturalness aroused the interest of distributors committed to the health and well-being of their consumers.

Finally, Finca Luzón Monastrell-Syrah, with its fruity character and balanced acidity, established itself as a versatile and attractive option for Chinese palates. The combination of the Monastrell and Syrah varieties gives this wine a unique and captivating flavour profile, qualities that were recognised by COFCO distributors and which aroused considerable interest in exploring the possibilities of marketing it.

Tastings and tastings in different cities in China

After the event in Beijing, we spent the rest of the days of our trip visiting different cities in China, where we held tastings and samplings in several COFCO shops. These tasting sessions were fundamental to strengthen the knowledge of our wines among Chinese consumers and, above all, to bring them closer to the culture of Bodegas Luzón. Each tasting was a unique opportunity to interact directly with consumers, answer their questions and explain first-hand the characteristics of our products and the winemaking process.

During the tastings, Chinese consumers were able to experience in depth the flavours, aromas and textures of our wines, distinctive elements that connect them directly with the richness of our vineyards in Jumilla. In addition, these tastings allowed us to perceive first-hand the interest and curiosity that exists among Chinese consumers to explore wines of international origin and high quality, with a focus on tradition and authenticity.

COFCO International: a strategic ally for Bodegas Luzón in China

As part of our expansion strategy in the Chinese market, COFCO International has positioned itself as a key partner. COFCO’s distribution network and its experience in the Asian market have allowed us to reach a wide range of consumers, distributors and retailers in a country of vast dimensions and great cultural diversity. Thanks to the collaboration with COFCO, we have managed to position Bodegas Luzón as a high quality option within the wine offer in China, a demanding market with a great appetite for Spanish products.

The relationship between Bodegas Luzón and COFCO is based on a shared vision: to offer wines of exceptional quality that transmit the identity of our land. This alliance allows us to expand our presence in China in a strategic and efficient way, ensuring that our wines reach consumers who value the authenticity, history and commitment to sustainability that characterise Bodegas Luzón.

The future of Bodegas Luzón in the Chinese market

Our recent trip to China has been another step on the road to the consolidation of Bodegas Luzón in this strategic market. The reception of our wines by Chinese distributors and consumers reaffirms our conviction that the Asian market is a key growth market for our winery. With the support of COFCO International and the growing interest of Chinese consumers, we see a promising future for our products in this country, a market that increasingly values the quality and uniqueness of Spanish wines.

In conclusion, the recent commercial visit of Bodegas Luzón to China has marked a milestone in our expansion strategy. We are grateful and motivated by the excellent reception of our products and the opportunity to continue sharing the richness of our land with new consumers at an international level. 

Bodegas Luzón will continue to work together with COFCO to consolidate its presence in the Chinese market, committed to the excellence and sustainability that characterise us.