China wine distribution | Paradox and Hansen team for exclusive label

By Jim Boyce | Veteran importer and distributor Paradox has teamed with Inner Mongolia’s Hansen on a Cabernet Sauvignon that is being launched in Carrefour branches in eastern China this week. Paradox’s Charles Carrard says the wines of Bruno Paumard, at Hansen since 2010, have long been on his radar and this particular bottling, using fruit from across the border in the Ningxia region, is exclusive to the company.

“I knew Bruno for a long time in Beijing and I love his wines,” Carrard says. “The first step was with our restaurant Paradox in Shanghai, where his wines were very successful among our customers. Then we decided to go a step further and launch at Carrefour.”

“We didn’t want to propose a niche wine at a very expensive price, like some importers do, so we worked hard to create a very good value-for-money wine for the mass market,” adds Carrard. “We want to reach the reach out to the bulk of Chinese consumers who are proud of their country but also appreciate foreign approaches to wine-making .”

The wine has a suggested retail price of rmb158.

Carrard says Paumard will be in Carrefour Gubei in Shanghai promoting Hansen’s wines from October 13 to October 16 and that plans are underway to sell the wine in other retail chains.

Hansen previously had a distribution deal with China Wines & Spirits and also has a handful of its labels carried by La Cava wine shops.

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