Recently, Santa Rita, a representative brand of Chilean high-end wines, launched the world's first zodiac wine since its establishment, Santa Rita Dragon Cabernet Sauvignon Limited Edition 2021, and opened a limited sale in the Chinese market.
As a unique cultural phenomenon in the Chinese market, Zodiac wine has become an important carrier for various imported brands to integrate into Chinese culture. As a representative of Chile's high-end wines, Santa Rita's newly launched Year of the Dragon Zodiac wine also represents Chile's high-end boutique wine for the first time, becoming a unique and beautiful upstart force in the Chinese zodiac wine market, which has aroused a new market wave.
The world's first zodiac wine has attracted the attention of the industry
As we all know, 2024 will be the Year of the Dragon in the traditional Chinese zodiac culture. In China, the meaning of "dragon" is equivalent to carrying the entire historical origin and glory of the Chinese nation, and has a unique status and significance in the zodiac culture.
In Chinese culture, the "dragon" not only symbolizes authority, but also symbolizes dignity, and its image is solemn and mighty, giving people a sense of mysterious nobility. At the same time, the dragon is also seen as a symbol of good luck and auspiciousness, and therefore a symbol of prosperity.
The dragon also has a very important status and cultural connotation in the zodiac culture. Not only does it represent authority, strength, wisdom, courage and auspicious happiness, but it is also the only sacred animal in the zodiac.
For Santa Rita, Zodiac wine is an important fulcrum of its Chinese market strategy, and taking the Year of the Dragon as the strategic starting point of its Zodiac wine fully reflects the Santa brand's tribute to the traditional Chinese dragon culture, which is also highly consistent with its brand culture and pursuit.
An industry insider said: "In terms of image, the 'dragon' has the body of a snake, the horns of a deer, the scales of a fish and other characteristics, which all reflect the diversity and inclusiveness of the dragon, representing the yearning and pursuit of a better life by Chinese, and the combination of imported wine brands and dragons fully demonstrates the sparks and infinite possibilities generated by the collision of Chinese and Western cultures." ”
Santa Rita not only launched the Year of the Dragon Zodiac Wine, but also pioneered the choice of high-end and high-quality positioning in terms of positioning, bringing the Chilean Zodiac Wine to a new height.
Shelley Xu, General Manager of Santa Rita Wine Group Greater China, said: "The status of the dragon in the hearts of Chinese is the supreme of the 95 Dynasty, and Santa Rita can think of making matching high-end wines in the Year of the Dragon, which is a high tribute to Chinese culture of the Santa Rita brand, and it can even be said that this is the strategic goal of Santa Rita in the Chinese market for many years." ”
As the world's first zodiac wine of Santa Rita Winery, the launch of Santa Rita Cabernet Sauvignon Limited Edition in the Year of the Dragon market in China shows an extraordinary strategic height and brand culture at such a meaningful vintage.
From the point of view of the product itself, in terms of wine label design, Santa Rita has built a new product image with the theme of "dragon". The color of the whole wine label does not use traditional bright colors, but mainly uses low-key, calm and more high-end colors such as black, highlighting the unique and luxurious temperament of the product, and has a kind of mind and openness that the master hides in the world.
The image of the "dragon" fully respects traditional Chinese culture. "Good design, people will be amazed and love it at first sight. This dragon logo should be a capture of the core elements of the 'Double Dragon Playing Pearls' in traditional Chinese culture, and the concept of abstraction in the craftsmanship reflects the high-end feeling. A senior wine packaging designer told WBO.
Santa Rita's design of product gift boxes is also another major feature and highlight.
In keeping with the Santa Rita's understated and restrained temperament, the entire box is made of an unconventional dark red color palette, highlighting the understated and restrained temperament, while echoing its black-dominated label. However, in the dark red color, its textured lines faintly reveal an extraordinary luxury concept, reflecting a low-key luxury temperament in the inconspicuous mountain dew. This also echoes the traditional culture, the attitude of the true dragon to hide in the world.
At the same time, the dragon design of the gift box is echoed from afar, and its dragon pattern design with the scale pattern of the abstract koi fish as the core looms on the front of the gift box, and its low-key artistic expression also highlights the product concept of the whole Santa Rita brand.
Shelley Xu Shan also said: "As the old saying goes, ** will turn into a dragon when it encounters a storm." This is completely consistent with Santa Rita's corporate culture, which is low-key and down-to-earth, but when needed, it can also leap into the dragon gate and soar for nine days. The Santa Rita Year of the Dragon Cabernet Sauvignon Limited Edition is, in a sense, a true embodiment of the dragon's seclusion. Just like the development of the Santa brand in the Chinese market in recent years, under the low-key market operation, it has begun to gradually rise and take off in multiple market dimensions, opening up a new market space and pattern. ”
It has the same origin as its "Eighteen Arhats" production area
Founded in 1880, the founder of Santa Rita Winery as a renowned entrepreneur and public figure, Domingo Fernández Concha, introduced the best French grape varieties to the unique soil of Chile's Maipo Valley, introduced professional machinery and equipment, hired wine experts, and finally produced superior wines in an innovative way, thus changing the way the entire Chilean wine is produced.
In 1980, Château Santa Rita was acquired by the Claro Group, which further improved its quality and business. Since then, Château Santa Rita has been producing fine wines using advanced technology and has won various wine segments through excellent market performance.
As a Chilean winery with more than 100 years of history, Santa Rita has a wide variety of geographical, climatic and soil vineyards, which has resulted in a world-class wine range full of differences.
As one of the world's most famous Cabernet Sauvignon growing areas, the Maipo Valley has a stable climate and is protected by the Andes Mountains and the Maipo River. Summers are usually warm and dry, winters are short and mild, with annual rainfall of no more than 450 mm, large temperature differences between day and night, mineral-rich soils, flat terrain, mainly sandy clay soil, and good permeability, making it an ideal hotbed for high-end fine wines.
Alto Jahuel, on the other hand, is a magical corner and winemaking paradise in Chile's Haut-Maipo Valley, which has become a center of world-class wine production and an ideal place for viticulture, thanks to its unique combination of natural and climatic factors, attracting wine lovers and winemakers from all over the world.
Santa Rita Group's most celebrated Santa Rita flagship wine, Triple C, and the "Eighteen Arhats" wine, Gold Reserva, are both produced in the Alto Jahuel region.
The Santa Rita Dragon Cabernet Sauvignon Limited Edition is also released here, and it is truly the same origin as the top wines.
Based on 90% Cabernet Sauvignon, 5% Cabernet Franc and 5% Petit Flavour from Aalto Jahul in the Upper Maipo Valley, the Santa Rita Dragon Cabernet Sauvignon Limited Edition 2021 builds a good balance of fresh and delicate Cabernet Sauvignon, with aromas of fresh herbs, spices, plums, gooseberries, etc., and a juicy taste with peppery notes that embodies great complexity and richness on the palate, which is not only ready to drink, but also has a strong aging ability.
Chile's high-end boutique "Zodiac" represents the wine
Chile is the second largest importer in the Chinese market, and the emergence of the Santa Rita Dragon Cabernet Sauvignon Limited Edition has also supported the market map of Chile's high-end boutique Zodiac wine in China.
Santa Rita was once the number one winery in Chile by market volume (*data**: Nielsen 2019 Annual Report), accounting for 305 Market share, 1 out of every 3 glasses sold is from Champoy Santa Rita. In the export market, it is also one of the top three wineries in Chile, and its products are exported to more than 90 countries around the world.
In more than 140 years of history, Château Santa Rita has been selected as the world's most admired wine brand by Drinks International 11 timesSimilarly, it was positioned as one of the best wineries to visit in the Maipo Valley in the first edition of the "World's Best Vineyards" ranking;It has won the "Winery of the Year" award 10 times, and is also a famous Chilean winery with deep roots in China.
In recent years, Chilean wines have shown an obvious trend of high-end in the Chinese market, and consumers in the Chinese market have become more and more receptive to Chilean high-end wines.
"Not only as a consumer product, but also as a collectible, wine has become a cultural symbol of a specific history, region and group, and its market value is constantly being proven and extended around the world. The limited edition products created with the zodiac culture are also more valuable for investment and collection because of their scarcity attributes. Santa Rita's first 'Year of the Dragon' Zodiac wine is such a limited edition product with the concept of high-end Chilean 'Zodiac' that is both drunk and collectible. ”
The Santa Rita Dragon Cabernet Sauvignon Limited Edition product itself has a deep differentiation in the field of Zodiac wine, which makes it a particularly promising market prospect as a high-end boutique Zodiac wine in Chile.
At the same time, Santa Rita, with its differentiated products and marketing strategies, is also constantly stimulating the core demand points of high-end wine consumption: taking the scarcity and cultural connotation of its own products as the biggest highlight, forming a capture of high-end opinion leaders and precision consumers.
With the gradual establishment and improvement of Santa Rita's high-end image, its promotion in the Chinese market will also be further deepened, and the unique position and market map of Chile's high-end fine wine in China will be built.