Alibaba Group will host its first edition of “9.9 global wine & spirits festival”(9.9Ś§©Ť≤ďŚÖ®ÁźÉťÖíśįīÁĮÄ)¬†next week, bringing 100,000 international wines, cognacs, whiskeys and other drinks from 50 countries to Chinese consumers through its b2c marketplace Tmall.com.
Brands such as Robert Mondavi Winery and Gallo Family Vineyards of the U.S., France‚Äôs Lafite and Japan‚Äôs Suntory Yamazaki will join winemakers from Italy, Spain, Australia and New Zealand in the first of what‚Äôs expected to be annual shopping event on Tmall. Hundreds of brands also will make their China debut during the festival, Alibaba said.
9.9, pronounced ‚Äújiu jiu‚ÄĚ in Chinese, which are homonyms for both ‚Äėwine‚Äô and the number ‚Äėnine‚Äô.
The move is evidence to the company‚Äôs intention to duplicate its success on the 11.11 ‚ÄėSingle‚Äôs Day‚Äô online shopping festival to a segment market.
“True to our mission, to make it easy to do business anywhere, Alibaba has built a solid infrastructure for businesses to grow and evolve in the new digital landscape. We are proud to empower the digital transformation of entire industries such as wine and spirits,”¬†said Daniel Zhang, CEO of Alibaba Group.
Starting 1 September,¬†Tmall will begin marketing campaigns to generate buzz around the festival, including live auctions of rare and limited labels.
The campaign will have an offline component as well, with about 5,000 bars and pubs in China offering free tastings and distribution services for consumers in the country.