In 1997, the Torres family came to China and established Torres China, opening up an important territory in the Chinese imported wine market. In more than 20 years of development, it has become the leading imported wine operator in the Chinese market. In 2023, Torres China will merge with Summergate Wine, a subsidiary of Digging Wine China, to further consolidate its market position.
This time, the fourth-generation owner of the Dorothy family, Michael · Miguel A. Torres came to China for an exclusive interview with WBO, in addition to reviewing the 27 years of the Dorothy family's entry into China, how will Dorothy China China deepen its layout and development in the Chinese market after the merger and acquisition of Summergate Wine?
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Dorothy's old owner travels to China, inheriting classics, responsibilities and dreams
In recent years, global wine production has continued to decline, and under the trend of shrinking market fundamentals, the old owner Michael · "The wine industry is facing the challenge of climate change in general. and may ultimately affect the quality of the wine. Over the years, the Torres family has been adapting to the effects of climate change, changing the way they manage their vineyards to slow ripening, focusing on increasing the resilience of the grapes to the climate, planting vineyards at higher altitudes, and installing irrigation systems to support our vineyards. ”
He further emphasized: "At the same time, the Dorothy family is reducing carbon emissions. In 2022, we reduced our total emissions (direct and indirect) by 36% and we aim to achieve net zero emissions by 2040. Since 2008, we have invested more than €20 million in adaptation and mitigation of the effects of climate change. ”
In the face of global climate change, the Torres family is practicing their responsibility and belief in environmental protection and sustainability. A. Dorothy's arrival in China also continues to pass on this belief.
On April 23rd, the old owner Michael · A. Dorothy brought a masterclass tasting event full of feelings. Subsequently, industry leaders, senior executives of Wajiu Group and VIPs had a dinner with Mr. Dorothy.
During the event, under the guidance of the concept of renewable planting, the old owner Michael · A. DOROTHY PRESENTED FOUR FLAGSHIP PRODUCTS: MILMANDA WHITE, MAS LA PLANA BLACK MASLA PLANA, RESERVA REAL AND GRANS MURALLES. Mr. Lu Yang, the world's first Chinese sommelier and the founder of Guipu Wine Academy, gave a professional explanation and tasting sharing.
In the tasting, everyone not only appreciated the long-standing production area and the revival of ancient varieties, but more importantly, each bottle of wine contains responsibility, faith and legendary stories.
At the scene, Mr. Li Meng, chairman of the Digging Liquor Group, expressed his gratitude to the old owner Michael · A. Dorothy's decades of perseverance and love for the cause of the spirit of deep admiration. He said: "Mr. Lao's dedication to the inheritance of wine culture is very similar to the traditional characteristics of the great Chinese nation: diligence, enthusiasm, kindness, tenacity and respect. On the road of enterprise development, Dig Liquor Group has always dared to innovate and continue to explore, and the merger of Summergate Wine and Torres China has made traditional enterprises that have been deeply involved in China for more than 20 years begin to embrace new changes. The Dorothy family has always inherited the tradition and continued to innovate and explore. The same corporate pursuit makes us the best partner, and we are full of confidence in the future!"
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Torres China has been loyal to its original intention for 27 years, and the accelerated layout after the strong alliance
Since entering China in 1997, the Chinese wine market has been changing continuously in the past 27 years, and Torres China, as one of the earliest imported wine companies, has witnessed the development and changes of the Chinese grape market, and has also experienced multiple stages of development in the Chinese market.
In 1997, the Torres family established its own trading company in China, introducing more brands and a rich product line, and experienced explosive growth over the years. This was followed by structural adjustments, shifting the focus from commercial brands to fine wines. By 2007, Torres China had become a major player in the Chinese wine market.
In 2023, Torres China and Summergate Wine acquired to jointly promote the imported wine and spirits business in the Chinese market.
And the basis of the cooperation between the two sides, as Michael · "After more than 20 years in China, we needed a significant distributor, especially in terms of digitalization, in order to better serve our customers and strengthen the position of the brand we represent in the market," says A. Torres. ”
Since the official merger with Summergate Wine in November last year, through the efforts in channel layout and resource integration, the development of Torres China has become more in-depth and professional.
"We believe that Summergate Wine is the best partner to not only allow Torres China to further expand its brand presence in the traditional trade and non-trade channels it has already covered, but also to enter the B2B online market segment, which has great potential and is undoubtedly one of the biggest advantages of Dig Wine China. "Michael M. A. Dorothy said.
In the more than half a year since the merger with Summergate Wines, the new team has integrated its organizational structure to improve its efficiency and strength, and maintain a better position in the Chinese wine market.
Looking back on the 27 years of the Dorothy family's cultivation in the Chinese market, it can be said that it is an epic full of challenges and opportunities, innovation and development. From the initial joint venture to the current comprehensive layout of mergers and acquisitions with Summergate Wine, the Torres family has written a brilliant chapter in the Chinese wine market with its deep brand heritage, keen market insight and continuous innovation spirit.
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With a deep grasp of the Chinese market, what are the possibilities for the Dorothy family?
In the current Chinese wine consumption market, due to the comprehensive impact of consumption level and economic situation, consumers are more "rational" and "downgraded" in wine consumption, as the representative of Spanish wine, the Dorothy family continues to enhance the competitive advantage of Spanish high-end wines in the Chinese market.
Michael S. "Our strategy forward revolves around consistently delivering value to our customers, proximity to the market and promoting wine culture. ”
"Our goal is to maintain the loyalty of our existing consumer base while fostering trust with new enthusiasts," he stressed. Committed to reaching consumers through a variety of channels, including events and social media platform interactions, and ultimately cultivating a focused community of brand advocates as an important stronghold. ”
In addition, in the face of the current complex development trend of the global wine market, the Torres family has also accurately grasped the taste preferences and purchasing habits of consumers to speed up the layout.
"Globally, we can see an increase in the consumption of white, rosé or sparkling wine, rather than red wine. Consumers also prefer lighter wines, and the demand for non-alcoholic and low-alcohol wines is increasing. "Michael M. "In China, we are seeing a significant shift in consumer drinking behaviour and consumers becoming more and more sophisticated in their drinking choices. There is a clear tendency among consumers to choose quality over quantity, taking a refined approach when choosing beverages. This shift covers all price segments and reflects the expectation of quality products. At the heart of this shift is the deepening of consumers' trust and recognition of well-known brands. ”
Nowadays, the recognition of imported wine by domestic consumers is increasing, and in this situation, the leading operator brands represented by Torres China and Summergate Wine will play an increasingly important role in driving the entire sector.
With the strong empowerment of the Liquor Group, the Torres family has shown the market that it has a clear path for deep cultivation of the Chinese market in terms of product creation and channel construction. It is foreseeable that the Torres family will bring more surprises to the Chinese wine market.
The family heritage of the winery, for a specific generation, means both staying true to tradition and innovating, not only as a commitment to the previous generation, but also as a responsibility to the next generation. Michael S. A. Dorothy is not only an excellent successor and an outstanding entrepreneur in the Dorothy family, but also a leader with a broad pattern and deep feelings. His presence has undoubtedly injected strong vitality into the Torres family brand, and has contributed valuable strength to social progress and sustainable development.