On October 25, Shangri-La Wine Co., Ltd. (hereinafter referred to as “Shangri-La”) hosted a grand “Enjoy Private” banquet for barrel subscription in 2019 at Xueyingjinsha Hotel at the foot of Yulong Snow Mountain. Shangri-La has held the barrel subscription event for three consecutive year, with local government leaders, industry experts, the media, dealers and other distinguished guests witnessing the new journey of its barrel subscription -a limited number of 399 barrels are put on sale every year since the barrel subscription started in 2017.

Shangri-La’s grand private banquet for barrel subscription in 2019 began with the performance of a folk dance. Limited number of barrels were put on sale. This could better guarantee the quality of subscribed products and enhance the experience of subscribed clients.

Subsequently, Shangri-La awarded eight brand ambassadors. After appointing the first promotion ambassadors in the producing area and the ambassadors for the “Sacred” brand in this May, Shangri-La once again mobilized effective strength to strengthen the promotion of the Shangri-La producing area, Shangri-La Wine Co., Ltd. and Shangri-La products.

Barrel Subscription - A Long-term Strategic Goal for Shangri-La

The barrel subscription was introduced a few years ago. Some wineries and distilleries in China tried it before, but most of them simply took a tiny sip of it and lost their interest in such event later. Shangri-La has a unique vision that regards it as a long-term strategic goal. Since 2017, it has hosted a barrel subscription ceremony for three consecutive years. This event has become a unique “label” for Shangri-La.

When asked by some media reporters why, Wu Shuilin, the “headman” of Shangri-La Wine Co., Ltd., said that the barrel subscription essentially shortens the distance between wine and users that has otherwise separated them because clients are invited to experience and feel the wine personally at Shangri-La Wine Co., Ltd., where they can also better interact and share the unique plateau terrior and the small stylishly unique producing area in Shangri-La. “This project allows us to truly communicate with clients one to one, from long distance to zero distance, and also allows them to appreciate the unique terrior of the Shangri-La producing area and every other small producing area and to learn about the hard work behind each bottle of Shangri-La wine. That’s our original intention.”

It can be concluded that this unique strategic vision has made “Shangri-La’s barrel subscription” as well as a series of brands like “Single Vineyard”, “Sacred” and “Plateau Series” unique labels and business cards of Shangri-La.

Wine and Value-added Services Are the “Focus” of the Session

At this barrel subscription session, a limited number of 399 barrels were put on sale.

Shangri-La strictly controls the output of vineyards in each Chinese mu. The vineyards produce less than 300kg grapes per Chinese mu. Each vineyard is carefully managed in the same way as self-owned bases of high-end wineries, and the green and pollution-free food standards adopted in China run through the whole process; each grape is selected by hand to reflects the terroir of vineyards. These raw materials are carefully brewed by Australian winemakers and Shangri-La’s winemaking team and are stored in French exclusive oak barrels for 12 months and professional cellar bottles for 6 months. The subscribed products perfectly preserve the pure terroir and sunshine of Shangri-La. The rich aroma, strong taste, balanced and elegant texture make them popular among wine lovers.

For the barrel subscription, Shangri-La Wine Co., Ltd. pays more attention to every detail. It not only provides each subscriber with three-year preservation in professional cellars under constant temperatures and dedicated service specialists who take good care of every bottle, but also allow the subscribers to take their wine any time and receive it at their doorstep from professional logistics and delivery. In addition, the barrel subscribed products will be accompanied by customized labels, and exclusive products will come with individualized labels. A new value-added service is introduced this year: a branded premium wine set for free.

Good Products after Three Years of Hard Work

Wu Shuilin, the “headman” of Shangri-La Wine Co., Ltd., said on different occasions that the Shangri-La brand has so many stories and does not need any invented concept. All we can do is to make wines attentively and serve them to consumers.

Shangri-La’s actions speaks louder than words. In spite of the indifference in the industry, Shangri-La has been insisting on the barrel subscription for three years. Three years may just be a period of time to some, but it is a microcosm of the 20-year development history for Shangri-La. From the plateau eco-series to Dazangmi highland barley wine, from barrel subscription to single vineyard, from traditional sales to crossover marketing... Shangri-La is developing in solid steps. It is worth mentioning that the Technical Regulations for the Cultivation of Wine Grapes in Diqing Plateau drafted under the leadership of Shangri-La was officially released in August 2018, which marked the birth of the very first single vineyard standard in China; on May 28 this year, Shangri-La grandly released “Sacred”, the first real single vineyard wine product in China. The dream of the top sanctuary came true.

After three years of hard work, Shangri-La is creating its wine legend step by step at its own pace.