Legend Holdings announces JP Moueix partnership

Chinese company Joyvio of Legend Holdings has announced a strategic partnership with wine merchant JP Moueix, according to WineChina. 

Joyvio is a tier-one subsidiary of Legend Holdings and is primarily involved in investment and business operations in the modern agriculture sector. It has expanded its wine business by importing original bottles of wine directly from overseas wineries.

Shaopeng Chen, senior vice president of Legend Holdings, will be involved in the wine selecting process himself.

He said:“ Joyvio hopes to provide high quality wines and services to China’s wine lovers. I will go to the winery for wine tasting and make final decision to make sure the high standard of Joyvio wine.”

“Joyvio has its strict wine selection standard and process”, said Sun Jun, general manager of Joyvio wine business. “We promise that each Joyvio wine will be tasting by wine experts from all over the world and we will never do bulk wine and blending wine.”

Shaopeng Chen also mentioned that his wine will be priced between 180 yuan (£18.2) and 600 yuan (£60.7).

“At present, the domestic wine market has many problems. A bottle of 200 yuan (£20.2) red wine could be sold for 1,000 yuan (£101.2), which is a way of deceiving consumers. Our mission is to provide high-quality wines at reasonable price”, he said.

Legend Holdings Limited is a Chinese investment holdings company with interests in investment, real estate, and IT.