Xiaomi and NIO boost German Riesling in China

09.09.2022

Riesling wines are not only a hit among Chinese food and wine lovers. A growing number of crossover cooperations between well-known Chinese technology and car brands manifest the high-profile image of German Riesling wines in China.

In August 2022, NIO Life, the original lifestyle brand by NIO, a pioneering electric car maker in China, officially announced its own German wine brand, “Hoffnung der Berge”, purchasing wines from four individual German wineries, S.A. Prüm, Leitz, Allendorf, and Friedrich Becker. The first nine wine products sell through the NIO Life online platform and each NIO car owner can get a bottle of “Hoffnung der Berge” as a gift (Mid-Autumn Festival).

German Riesling on Weibo

In July 2022, Xiaomi, one of the biggest consumer electronics and smart manufacturing company in China, purchased German Riesling as an incentive for its model 12S smartphone during the launch campaign. Xiaomi’s CEO Lei Jun posted German Riesling from Weingut Schloss Reinhartshausen on his Weibo, followed by many influential technology bloggers. The relevant posts received thousands of interactions.

Growing popularity of German Riesling in China

Throughout the whole summer, the ‘Riesling Weeks’ campaign (a.k.a Summer of Riesling) also witnessed the growing popularity of German Riesling in China. During the campaign, Wines of Germany collaborated with local wine importers and held a total of 23 ‘Summer of Riesling’ consumer parties in 12 cities across China, including Shanghai, Beijing, Guangzhou, Shenzhen, Chengdu, Hangzhou, Xiamen, Jinan, Chongqing, Zhengzhou, Shantou and Qingtian. Over 1,400 Chinese consumers in total joined the party and enjoyed a diversity of German Riesling.

China: 9.8% increase in Riesling sales

This summer, 45 e-commerce platform stores and more than 180 offline retail terminals launched German wine sales promotion. According to statistics, the total sales of German wine exceeded 9.55 million yuan. This is more than 9.8% increase in year-on-year figures - despite the frequent logistics disruptions caused by the pandemic.

In addition, more than 160 restaurants and wine bars and trade channels participated in the Riesling Weeks campaign (a.k.a Summer of Riesling).

Background: Riesling - a reknown "classic" is number one in Germany and enthuses a growing number of fans all around the world

RieslingWeeks2022

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