McGuigan signs China deal with COFCO

Australian brand McGuigan has signed a distribution deal in China with one of the market’s biggest retailers, COFCO.

The “long-term” deal with the state-owned conglomerate is effective immediately and is being hailed by both parties as an important step in China’s on-going development in wine drinking and appreciation.

The wine and spirits general manager for COFCO, Li Shiyi, said he thought Australian wine would play an increasingly “critical role in the future of wine in China”.

Australian Vintage chief, Neil McGuigan (pictured), said that there was an “opportunity” for Australian wine in China at the moment.

He added: “Securing this partnership is a great honour for the McGuigan brand, not only for the opportunity to partner with a company of COFCO’s stature and credibility, but because they are a forward-thinking wine distribution company that understands the need to take the Chinese consumer on the wine journey.

“COFCO has one of the best distribution footprints in China, and the creation of its imported wine division, where the McGuigan brand will sit, will enable our full portfolio to reach consumers across the entire Chinese market – something that gives us great confidence in the success of this co-operation.”