Jean-Fredric Hugel - Hugel & Fils approach to the Asian wine markets @wbis2014

HUGEL & FILS12 generations of family

tradition

A brief presentation Family business, today run by 3 members of

the family (12th generation) – 28 employees

100% family-owned and fully self-financed.

Wine growers from father to son in Riquewihr, Alsace since 1639

Total annual production averages 110,000 cases; over 90% is exported to more than 110 countries

Today’s Hugel headquarters in Riquewihr

Establishing stable export markets

Loading a shipment for Sao

Paulo in 1950 The labelling room in 1930

How wrong we are on wine in China?

5 things to remember about China: The most capitalistic Socialist country in

the world. An upcoming major wine producing

country. A different alphabet than ours. Wine was almost non existent only 10

years ago! China has a strong culture of gift giving.

China is opening to the world Only 15 years ago the country was closed

and isolated. International trade and globalization

allowed the appearance of a Chinese middle class.

China and Brands: Private property did not exist 15 years

ago! Intellectual property does not (barely)

exist! Brands did not exist 15 years ago!

This explains counterfeits This explains the thirst for brands This requires wine education

China and long vs short term“The best time to plant a tree was 20 years

ago. The second best time is now.”

China is today a country of trading. Wines are traded Wines are stored for speculation Luckily, some wines are still consumed

Producers view China as a goose that lays golden eggs! The price increase of Bordeaux 2009s and

2010s Distribution channels and brand building China is about to become a mature market A thirst for wine and

wine education

What do we do to help the Chinese with wine? Blackberry? Elderberry? Blackcurrant?

European wine descriptions are not adapted to the Chinese culture.

Chinese culture is hitting wine culture!

Mangosteen? Durian? Ginger? Lychee? Is European wine culture ready for China?

An informative and supportive An informative and supportive websitewebsite

Translation is critical! The website includes the main categories

in both simplified and traditional Chinese. Translation was made by real Chinese

wine people. Sales sheets are available in Chinese for

all the products sold in the country. Back labels are 100% in chinese.

We are working on long term: Present for now over 10 years in China.

Unique partner is Summergate China. Present in hotels, high end restaurants.

The focus is to pair Alsace wines with Chinese gastronomy.

China is a growing market, with huge potential, but which requires a lot of work!

Our wines match Asian cuisines like no others Elegant downloadable A5 documents ready to use,

available in most Asian languages Chopstick holders for diplay and giveaways Ebony Hugel sustainable chopsticks A real opportunity for our wines in top Asian

restaurants

HUGEL & FILS3, rue de la première armée

68340 RiquewihrFrance

Tel: +33 3 89 47 92 15 Fax: +33 3 89 49 00 10

info@hugel.com