What makes a good wine label in China?

Xing Wei, who became an MW in 2024, believes bilingual labels are not the way to go for wine brands looking to win over consumers in China.

“I think to be successful in China, international brands needs to maintain their identity while introducing a touch of design,” he said.

All wines sold in Greater China have a translated back label, meaning information about the wine is always available to the consumer.

However, Xing explained that for the majority of wine consumers in China, technical information is not a primary factor influencing purchasing decisions. “The problem is no matter if Chinese is on the front or back, the translation of the wine’s information or tasting notes is not necessarily a motivator to buy it,” he said. “People who don’t know what Tempranillo is won’t know its Chinese translation.”

Instead, “labels should make Chinese people feel closer to the wine”, particularly through elements of design.

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