Silk Road’s own Australian wine brand for China

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The challenge

Liberation is owned by Silk Road Marketing. In order to get a better understanding of all the elements surrounding a brand we decided to create one. And, to make it more challenging, why not enter a saturated industry, wine, and enter where our namesake originated, China.  Our premise for the brand and product was simple. Most vineyards create their brands based on what the owners want. Why not create a brand based on what the consumer wants?

The solution

We carried out research studies in China testing everything from names, labels, bottle shapes, to flavour profiles and propensity to purchase at different pricing levels. We then worked closely with our vineyard partner in Australia developing the product which went on to win won a Double Gold Award at the China Wine & Spirits Awards in November 2015.

The result

We’ve teamed up with AusTrade in China to help develop our distributor relationships in the first and second tier cities. We’ve helped this process by creating the appropriate bi-lingual pre-sales guides. Silk Road will be back out there treading some of the same routes of its namesake in late March 2017, before ships set sail from Sydney to Shanghai Port, laden with containers of luscious Liberation Wine.

Irina London

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