Grand Tokaj, the renowned Hungarian sweet wine brand, became an instant hit on China’s e-commerce giant JD.com after its debut onto Chinese market, indicating a strong demand for sweet wines among Chinese wine drinkers, JD.com has announced.
Grand Tokaj’s online store sold 1,000 bottles of the winery’s signature Tokaji Aszú within the first 10 hours of the brand’s promotional launch period held from April 17 to 22, as part of the Hungary Mall.
Additionally, its online store attracted over 400,000 followers on the day of its launch alone, a faster accumulation of fans than any other alcohol brand on JD.com apart from baijiu giant Moutai, according to JD.com.
“JD.com is honored to be Grand Tokaj’s first choice online platform for the introduction of their sophisticated sweet wine to the Chinese market,” said Carol Fung, president of JD FMCG. “The Chinese wine market is burgeoning with potential, and demand for high-quality imported wine is increasing. As China’s leading wine retailer, we are excited to further leverage our resources and bring greater choice to Chinese wine fans thirsty for a unique experience.”
“JD.com has an impressive history of bridging the gap between global wine brands and Chinese consumers, and we’re looking forward seeing the results of this new partnership,” said Gergely Goreczky, CEO of Grand Tokaj.
“The introduction of Grand Tokaj products on JD serves as the ideal
introduction to Hungary’s rich and varied tradition of wine-making for Chinese consumers. JD’s expertise in online marketing and logistics will ensure that customers receive a superior level of service consistent with the care we put into the making of our wines.”
Grand Tokaj is the largest winery in Hungary’s historic Tokaj-Hegyalja Wine Region. The sweetness of wines such as Grand Tokaj’s “Tokaji Aszú” range is made with grapes that are affected with botrytis or ‘noble rot’.
For the last three years JD.com has consistently ranked as China’s leading online retailer for alcoholic beverages, and alcohol sales on JD have increased by a factor of ten within the past six years.
More than twenty alcohol brands achieved sales of more than RMB 100 million (US$14.85 million) in 2018 on the JD platform, with sales of Kweichow Moutai, the world’s most valuable liquor brand, surpassing 1 billion RMB (US$148.5 million).