Kuke Wine Strategic New Product Tasting Held at French Consul General's Residence in Shanghai

On November 9, a new product tasting event themed "Originating from Bordeaux, Savoring French Terroir" was held at the French Consul General's Residence in Shanghai. The event was hosted by Kuke Wine and Château Casseuil in Bordeaux, France, featuring Kuke's strategic new product, 1560—a dry red wine from Bordeaux with a rich exotic flair.

A new wine launch typically requires a grand, ceremonial event to officially unveil the product and establish its positioning and tone. That Kuke 1560 Dry Red Wine is entering the market from the French Consul General's Residence in Shanghai is truly exceptional.

Kuke 1560 Dry Red Wine originates from Château Casseuil in Bordeaux, France. Located in the Bordeaux appellation, known as the "golden latitude belt," the château is one of the most iconic vineyards in the Gironde department of southwestern France. Its 300 hectares of vineyards sit on south-facing slopes at an altitude of 110 meters, receiving ample sunlight. Combined with Bordeaux's typical clay-limestone soils, these conditions provide an excellent growing environment for old vines. With an average vine age of 35 years, the grapes deliver rich and nuanced flavors.

Kuke Wine established a development team led by renowned sommelier Wen Nan, who conducted on-site inspections of the growing environment and winemaking techniques. They selected products from Château Casseuil to craft the high-quality 1560 Dry Red Wine. The name "1560" derives from the château's founding around 1560 AD, nearly 500 years ago, giving the wine a profound cultural heritage.

Holding the launch at the French Consul General's Residence in Shanghai is a testament to the wine's quality, which has earned high recognition from the French Consulate in Shanghai. It also reflects Kuke Wine's absolute confidence in its product. Moreover, the endorsement by the French Consul General underscores the market positioning of Kuke 1560 Dry Red Wine, reinforcing its core appeals of "originating from France" and "premium quality," thereby more precisely and effectively winning the recognition and support of high-end consumers.

As Generation Z increasingly becomes the main consumer force, youth-oriented branding has become an inevitable trend. Founded on June 10, 2019, Kuke Wine is still a "newcomer" in the wine market, but precisely because of this, it is more adept at engaging with the Gen Z consumer base. From its inception, Kuke Wine has actively communicated with younger circles and targeted the youth market. Its brand development philosophy and marketing methods are highly aligned with the consumption habits and psychological needs of young people.

In terms of consumption philosophy, unlike other wine brands, Kuke advocates a purer approach to wine drinking. It encourages users to set aside traditional wine terminology like "tannins" and "decanting," and instead focus on the tasting experience and drinking pleasure, enjoying their own spontaneous moments and creating their own "pure moments." This consumption proposition meets young people's desire for individuality and trendiness, earning their affection and pursuit.

Kuke also leverages the "halo effect" of celebrities to boost its visibility and influence in the youth market. Shortly after its founding, Kuke Wine invited Taiwanese artist Richie Jen—who is a singer, actor, race car driver, and director—to serve as brand ambassador. Building on fan marketing, the brand focuses more on drinking culture in young people's social scenarios, thereby expanding its consumer base and promotional scenes. Additionally, Kuke Wine enlisted renowned fashion photographer Chen Man and famous lyricist Vincent Fang as brand consultants. Chen Man's immense influence in the fashion world highlights the high-end and trendy nature of Kuke's products, leading young people to follow and pursue new trends. Vincent Fang's unique cultural depth allows Kuke to present more possibilities at the intersection of traditional spirit and modern thought. From Richie Jen to Chen Man and Vincent Fang, they have endowed Kuke Wine with a more three-dimensional and rich brand persona, enabling Kuke to engage with young people through diverse touchpoints.

Furthermore, in response to the livestream selling trend, Kuke Wine has actively entered livestream rooms to embrace online scenarios. On May 8 this year, Kuke's Haitiantu Dry Red Wine appeared in the livestream of Luo Yonghao, the "No. 1 influencer in Douyin sales," achieving sales of over 20,000 bottles in 2 minutes and a cumulative total of more than 30,000 bottles, marking an impressive debut for Luo Yonghao in wine sales.