Changyu, officially China's oldest winery—though Zhang Bishi founded the winery in 1892, that was long after adventurous French monks planted productive vines and made wine in remote mountainous Cizhong village in Yunnan province—has big wine plans.
And then came the Disney-like marketing effort called Chateau Changyu AFIP Global.
Besides, these facilities,
the company is building three other chateaus—Changyu Baron Balboa in Xinjiang
Uygur province, Changyu Moser XV in Ningxia province and Changyu Reina in
Shaanxi—planed to open in 2013. Adding to this armada of wineries, Changyu announced at the end of June plans to
build a “wine city” in Yantai. Blueprints
call for the 413 ha facility to have a research institute, wine production
center, vineyards, an international wine trading center and, of course, a “European-style
village.”
Obviously Changyu feels it has a winning
formula with the European-style villages as wine tourism destinations. Back at
AFIP, even the adjoining estate vineyard serves dual purposes, both as a source
of wine grapes and as a scenic experience with the Yan shan Mountains in the
background. A young couple stroll hand in hand through the vineyard on the two-kilometer
long street-wide concrete walkway with a lacy metal arched overhang. They
giggle and photograph themselves with iPhones near tight clusters of Cabernet
Sauvignon grapes hanging ready for harvest.
Changyu just might have the winning wine formula—by combining entertainment, education and tasting—for luring Chinese to wine.