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Examples
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Yellow Tail, introduced in the U.S. a decade ago, popularized the living-creature label, although there were others before, like the ducks from California's Duckhorn Vineyards.
Look-Alike Wines Featuring Look-Alike Marsupials Duke It Out David Kesmodel 2011
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Now that Via's Shanghai company is set up, Duckhorn said "95%" of the effort is advancing because of good communication between himself and company leaders on the ground, like Gaylen Richardson a former restaurant wine buyer in California whose industry contacts there are as good as Duckhorn's own.
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Never tired of the industry, Duckhorn bought the much smaller Via Pacifica of New Zealand, an exporter of wines to the United States.
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In a country where many foreigners complain about red tape, Duckhorn described as "great" the six months Via needed to get business licenses.
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Ironically, once you have a business license, Duckhorn said, it's easier to sell wine in China than the U.S., where tied-house laws limit sales across state lines and with certain customers.
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Besides help with paperwork, Duckhorn and Richardson have received help from their Chinese partners in choosing wines to sell.
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Seated in front of U.S. and California flags and surrounded by wine racks full of mostly Napa Valley exports, Duckhorn explained his China experience and strategy to Forbes in a Shanghai office modeled on the tasting room at his vineyard back home.
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Duckhorn expects within a few years sales in China will "for sure" surpass Via's current U.S. total of $5 million.
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Chinese are interested in wine, Duckhorn said, as part of a curiosity about international culture as their incomes soar, especially in rich cities like Shanghai.
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Yet the sheer size of China's wealth and population beyond Beijing and Shanghai seemed to leave Duckhorn as optimistic as much as any marketing details.
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