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

BLOG

Coca-Cola's selfie bottle might be a step too far

Whenever we read anything about Millennial consumers, there is almost always mention of the personalisation trend as well as the importance of social media....

BLOG

Anheuser-Busch InBev execs have a dream - a US$350m-sized one

Ever wondered what fuels Anheuser-Busch InBev's acquisitional drive? Is it naked ambition? Faith? The good of mankind?...

BLOG

Anheuser-Busch InBev's Bud Light ad pull shows not all campaigns can win

Anheuser-Busch InBev is reportedly calling a halt to its Seth Rogan and Amy Schumer Bud Light campaign in the US....

BLOG

SABMiller's last word

Today is SABMiller's final day. Some time this evening, Brussel's time, the second-biggest brewer in the world will be subsumed into the biggest, creating a beer behemoth of unprecedented proportions....

just-drinks homepage



Forgot your password?