In a showcase of culture, innovation, and partnership, Chile’s second largest wine exporter, VSPT Wine Group, dazzled in Chengdu with a series of engaging and innovative events, targeting end consumers and channel partners.
These events, from a three-day pop-up to VIP dinner and masterclass, not only brought the rich heritage of VSPT’s premium wines closer to the Chinese consumers but also highlighted the group’s strategic vision for future growth for the Chinese market.
A week leading up to the China Food and Drinks Fair (CFDF) in Chengdu, promotional campaigns for San Pedro 1865‘s “Excellence Surpassed” and the immersive pop-up space were already underway at some of the city’s most prominent transportation and CBD areas including Chengdu Shuangliu International Airport, Chunxi Road subway station screens, and outdoor displays at Taikoo Li and Yintai Plaza.
The San Pedro 1865 Pop-Up Space: A Viral Success
Notably, the “1865 Pop-Up Space” emerged as one of the fair’s most talked-about highlights, captivating a wide audience on social media platforms. From March 16 to 18, the inventive initiative transformed Chunxi Road’s bustling shopping area into a three-day wine tasting and cultural extravaganza. This immersive experience featured a spacious wine barrel installation, complete with a playful giant panda, symbolizing the brand’s homage to Chengdu’s spirit and culture. The pop-up drew over a thousand visitors, sparking lively discussions and becoming a trending topic on Chinese social media platforms with millions of impressions.
Inside the pop-up, guests embarked on a 20-minute sensory journey through installations and narrated experiences through four different chapters, exploring the brand’s philosophy and the meticulous art of winemaking that defines 1865. From its origin and winemaking expertise, to its tireless exploration of terroir, it was represented by a 180-degree dome showing the transition from coast to the Andes Mountains across 17.84 million square kilometers from Chile to Argentina.
The “Taste of Life” chapter featured a rotating Andes Mountains that turned into a tasting bar showcasing three major series of wines, exemplifying the artisanal spirit of continuous improvement in winemaking and cultivation to achieve exceptional quality. The end of this journey featured a modern, private bar for partners to discuss and taste wines, contemplating the future.
On March 18, on the final day of the pop-up event, the VSPT Wine Group also held a signing ceremony with Shanghai Winnerfield Trading Co. Ltd, officially announcing Winnerfield as one of San Pedro 1865’s strategic partners in China.
Sharon Yeh, Marketing Director of VSPT China, said: “1865 is one of our most important brands. Our team has made extensive preparations to present this pop-up space, breaking away from traditional wine presentation methods, using interesting and locally themed booth designs to arouse public curiosity, and providing an immersive experience of contrasting sounds, lights, and visuals to tell the story of a superior wine brand. We hope this pop-up space allows Chengdu’s consumers to appreciate the meticulous spirit of 1865 and enhance its influence among Chinese consumers.”
Strengthened Partnerships
The series of events in Chengdu was also a platform for VSPT to fortify its relationships with existing key partners. On the evening of March 19, the Chilean giant group hosted a wine dinner for over a hundred of its key clients in Chengdu, dazzling the city with its iconic purple eagle. The reception area showcased nine core brands of the group and a transparent floating bar featuring the group’s full range of wines in China.
German Del Rio, International Business Director of the VSPT Wine Group, from Chile, stated that the Chinese market is one of the most valued overseas markets for the group, which will continue to provide strong support and investment, aiming for long-term and sustainable development in China.
Craig Aldous, CEO of VSPT China, in his speech, highlighted the efforts over the past year to reorganize the sales network across China’s regions for various core brands and set marketing strategies, all aimed at better supporting the business of import partners.
In a notable moment of the evening, Del Rio and Aldous presented the VSPT China Certified Partner Medals to nine officially recognized partners. In a gesture of deep appreciation for sustained collaboration, VSPT bestowed the Long-Term Cooperation Partner Award upon Mr. Chen Xuguang, General Manager of Xiamen C&D International Wine. This accolade honors the enduring relationship that has flourished since the VSPT Group first ventured into the Chinese market 17 years ago, marking a testament to their lasting and fruitful cooperation.
Masterclass
Adding to the festivities, VSPT also organized an exclusive wine tasting masterclass in Chengdu, hosted by wine lecturer and critic, Liu Hui. The event saw over 60 wine enthusiasts delve into the nuances of six top-tier wines from the VSPT portfolio.
The VSPT Group boasts a diverse array of wine brands covering all the renowned regions of Chile and Argentina. Among the brands that have earned the accolade of the “Eighteen Arhats of Chile,” two belong to the VSPT Group – “Altair” and “Cabo de Hornos”.
During the masterclass, Liu led tastings of the 2020 and 2021 vintages from Altair and Cabo de Hornos, both sourced from the Cachapoal Andes Valley. This selection exemplifies the dedication of San Pedro winery, since 2001, to exploring premium terroirs near the Andes Mountains. Altair draws inspiration from the most dazzling star in the Andean sky – the Altair star. This premier wine is made from grapes grown on ancient volcanic soils formed by millions of years of volcanic eruptions and severe earthquakes, with Cabernet Sauvignon as its leading varietal.
The 2020 vintage was aged for 16 months while the 2021 vintage received an extended aging of 22 months. The later earned 96 points from critic James Suckling and 97 points from Tim Atkin.
Cabo de Hornos, another flagship fine wine created in 1994, is named in honor of the courage of explorers who ventured to the edges of continents. Made from 100% Cabernet Sauvignon, it represents the signature style of Cabernet Sauvignon from the Cachapoal Andes Valley. The 2021 vitnage was aged for 22 months before release and earned 97 points from Descorchados.
In addition to the two premium wines, the masterclass also showcased the 2021 vintage of “Sideral” and 2018 vintage of “1865 Old Vines Cabernet Sauvignon”.
Discover more from Vino Joy News
Subscribe to get the latest posts sent to your email.
