U.S. winery repackages to tap into China market...

discovers you must "localize" the brand to go global.

May 22, 2006

After inital failure, winery abandoned convenience store distribution and turned to upscale hotel restaurants. Then began packaging individual bottles and pairs of bottles in rustic wooden boxes, with "Oregon Pinot Noir" stenciled on the side, along with a pair of wineglasses. Hanging around the bottle's neck was an 18-minute DVD demonstrating how the wine is produced and how it should be consumed. "Chinese customers would often whip out their mini-DVD players and watch the video right there at the table."

Source: Inc.Com

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