Chinese wine aims to win over Europe

For many European consumers, China is rarely associated with wine in the same way as France, Italy or Spain. Yet over the past decade, Chinese wine producers have been making increasing efforts to gain recognition in international markets.

Among them is Changyu, founded in 1892 in Yantai, Shandong province, and widely regarded as a pioneer of China's modern wine industry. Established during the late Qing Dynasty (1644-1911) by overseas Chinese businessman Zhang Bishi, the company introduced European grape varieties and winemaking techniques to China at a time when modern industrial wine production in the country was still at an early stage.

Today, Changyu is one of China's largest wine producers. In recent years, however, the company has shifted part of its focus toward international expansion, particularly in Europe.

According to Sun Jian, general manager of Changyu, the company's overseas strategy began in 2013 after years of growth in the domestic market.

"At that time, we had already accumulated enough strength in the domestic market," Sun said. "We had built sufficient competitiveness and market position in China."

He said the move abroad was driven by long-term ambition rather than domestic market pressures.

"It was time for us to go global," he said, adding that Changyu hoped to transform itself "from China's Changyu into the world's Changyu".