Brygon Reserve Wines has partnered with Chinese online alcohol retailer, Jiuxian.com, to sell its The Third Wheel and Humming Bird series on the Chinese e-commerce site.

Jiuxian.com’s chair, Hao Hongfeng, led a delegation to visit Brygon to close the deal with the Margaret River winery’s CEO, Robert Fraser-Scott, to sell Brygon wines on the site to provide Chinese consumers with a wider selection of high quality wines.

In 2015, Jiuxian.com expanded its reach into the global wine market by initiating direct purchases with wineries worldwide.

Recently, Jiuxian.com rolled out a series of promotions to celebrate its Wine Festival, including a limited-run flash sale for some fine wines priced at only 1 yuan (about US$0.15), providing online shoppers with over 10 million yuan (about US$1.5 million) in discount coupons as an incentive.

Wine is gaining a growing share of the Chinese alcohol retail market in line with the continued rise in the country’s living standards. Wine data analysis service provider IWSR said in a report that China’s wine retail market was valued at around 78 billion yuan (or US$12 billion) in 2015, one third of which was contributed by imported product.

Brygon Reserve Wines is included in the list of Australia’s Top 40 Best-Selling Wines, chosen by leading wine and spirit magazine, Winestate. Brygon was also named Best Wine in Western Australia and Wine of the Year.

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