How Yunnan Red introduced a generation to locally-made wine

NewsBy Rebecca LoSecond generation Yunnan Red proprietor Wynn Wu 0pens up about the ways one of the country’s oldest wineries is adapting to China’s evolving tastes. Premium redIn 2015, Yunnan Red launched its first premium red made entirely from hand-selecting the best Le Pourpre of the season. The 2018 edition currently retails at HK$900 (£85.25) as a starting price compared to the majority of Yunnan Red wines, which retails starting at HK$100 (£9.50). The explosion in e-commerce has completely changed how Chinese consumers purchase Yunnan Red, with approximately half of all sales conducted online through popular platforms including Tmall, Red Book and WeChat. In tandem with KOL and influencer collaborations, one of the ways that Yunnan Red stands out in a crowded digital arena is its locally sourced art-driven labels.