Chinese influencer Lady Penguin releases new ‘juice wine’ range

Chinese drinks influencer Wang Shenghan, aka Lady Penguin, taps into the NoLo trend with the debut of her new ‘juice wine’ product.

Wang Shenghan, otherwise known as Lady Penguin, one of China’s top alcoholic drinks influencers, has released a new line of “juice wine”.

The range consists of three flavours – orange cranberry juice wine, sangria juice wine and rose grape juice wine – each of which is made with a combination of wine and respective fruit or rose juice.

The alcohol content of the products ranges from 7-11% in small bottle format (375ml). Packaged with a screw cap, the wine aims to promote wine as being as much of an easy-drinking beverage as juice.

This is not the first time that Lady Penguin has cut into the NoLo space. Previously, she launched a low ABV fruit wine range which sold over 3.5 million bottles in 2021, with total annual sales through all channels of almost 8 million bottles.

Her move in expanding the range follows recent reports that during the last double 11 shopping festival, e-commerce giant T-mall saw a growth of more than 50% for this category, which proved particularly popular in live selling on social media platforms such as Douyin (Chinese TikTok).

Moreover, according to a trend report by Suning, one of the largest non-government retailers in China, many more young drinkers were attracted to the NoLo market, amongst which the female customer group is on an upward trend, growing from 26% of the market share to 35%.

Some of the buzzwords related to the market include: “drink solo”, “low alcohol”, “tipsy” and “Her economy”.