Blog: Lucy BritnerDid Alibaba's 9.9 Global Wine and Spirits Festival flop?

Lucy Britner | 27 September 2016

The wine world's eyes swivelled to China earlier this month for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September. 

Wine Australia announced a flagship store to "open another commercial opportunity" for Australian wineries in the country. Meanwhile Chilean producer Santa Rita launched its e-commerce store the day before the festival.

Producers were hoping the day would emulate the success of “11.11 Singles Day” which recorded a massive US$14.32bn in sales in just 24 hours.

But, according to Decanter, the online giant declined to release any sales figures for the 9.9 festival.  

Meanwhile, Master of Wine Jeannie Cho Lee, writing for Forbes, said the marketing team had been "oddly silent".

"I made numerous requests just after the festival day to obtain final sales figures and total sales values and none were provided," she writes.

Does the silence mean the festival failed to reach its targets? Or was it a total flop?

China's a big place. Surely they sold some wine?

Click here to read: Why China is as much about wine production as wine consumption - Comment


Sectors: Wine


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