Wine Insights signs an exclusive agreement with Manassen Foods to market and promote Beelgara wines in China

PRESS RELEASE

09 September 2014

 

Wine Insights signs an exclusive agreement with Manassen Foods to

market & promote Beelgara wines in China

 

Wine Insights, the owner of the Beelgara wine brand, has signed a long term agreement granting Manassen Foods Australia the right to exclusively market, promote and facilitate the sale of Beelgara Wines in the People’s Republic of China.

 

Manassen Foods is part of the Bright Food Group, one of China’s largest distributors of Australian wine and food.

 

Commenting on the agreement, Managing Director of Wine Insights, Peter Toohey, said; “We have worked closely with Manassen Foods and their parent Bright Food Group for over twelve months to develop a range of Beelgara Wines for Chinese consumers, mindful of the subtle taste, style and packaging cues unique to that market.  We believe this collaborative approach will underpin the brand’s success in one of the world’s largest growing wine markets. It is our intention to work closely with the Bright Food Group to build the Beelgara brand into one of the top five Australian wines sold in China over the next three years.  Under the terms of the agreement, Beelgara will sell directly to Bright Food in China with Bright Food taking the Beelgara wines to market through its distribution business, ‘Joymax’.   Manassen Foods will market and promote the brand through multiple distribution channels, leaving Wine Insights to focus on wine quality, production and logistics.”

 

Wine Insights is one of Australia’s top 25 largest premium wine producers with the production capacity to grow the Beelgara brand to well in excess of 1 million cases.

 

The Beelgara Premium Selection 2012 Shiraz and 2012 Cabernet Sauvignon, currently being offered for sale through Joymax stores throughout China, have both been awarded a double gold medal in the 2014 China Wine and Spirits Awards (CWSA).  Winning such prestigious awards will only enhance the wines appeal during its launch in the lead up to the New Moon Festival, one of the peak wine selling periods of the year in China.

 

                           

Geoff Erby CEO with Bright Food Group Holdings, Manassen Foods has stated “Consistent with Manassen’s track record in successfully expanding imported citrus markets in China, it is a natural progression for us to now focus on supplying the burgeoning Chinese wine market. With the weight of the Bright Food Group underwriting our push to promote Beelgara wines, we are confident that the brand will have immediate sales traction”.

 

Ex CEO of Wine Australia, Andrew Cheesman, who has been working closely with Wine Insights, commented “this is a very significant agreement between Manassen Foods and Wine Insights. Its importance cannot be overstated, demonstrating a long term commitment by both parties to building the Beelgara brand in this key market”.

 

http://www.manassen.com.au                               http://wineinsights.com.au       

http://www.brightfood.com                                      http://beelgarawines.com

http://www.jq-sh.com

 

For more information please contact

 

Wei Li

wli@manassen.com.au

 

Peter Toohey

ptoohey@wineinsights.com.au