ChangYu looks to Grey for strategic branding

GREY    ACCOUNTS    ALCOHOL 

Shanghai - ChangYu Pioneer Wine has appointed Grey Shanghai as its advertising agency tasked to oversee its corporate image and communications for all its products. 

Danny Mok, CEO for Grey Shanghai and Hong Kong, said the agency was awarded the assignment following a strategic brand presentation. 

He said Grey was selected as the client thought they demonstrated "fresh, simple yet sharp to the point" strategy as well as its creative excellence in previous works. 

Mok said this is an exciting win for Grey Shanghai as it reflects the agency's expertise of the local market and consumer understanding. 

ChangYu is said to be the largest wine company in China and the largest wine cellar in Asia established in 1905 in Yantai.

Its product portfolio includes red wine, brandy, champagne, ice wine and Chinese healthcare wine, which targets premium drinkers. 

Apart from China, the company cooperates with wineries in Italy, France and New Zealand. 

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