With Beijing tariffs gone, the Year of the Snake is a lucrative window of opportunity for Australian alcohol producers looking to catch the eye of Chinese consumers.
For more than a billion people around the globe, this Tuesday evening is a date that has been marked in the calendar several months in advance. Celebrating the new lunar year is often a lively multi-generational family affair: tables will strain under the weight of meats and seafood; youngsters will receive red pockets full of cash; and on the table will invariably be rice wine, red wine or baijiu, the popular Chinese liquor.
“We’ve really got to build, reconnect with our relationships, and then give time for our products to come in and take market share from the others,” said Taylor.Taylors Wines is among a handful of manufacturers that have released products centring on the Chinese animal zodiac ushering in the new lunar year. 2025 is the Year of the Snake, symbolising wealth, wisdom and rebirth.
Taylor estimates some $100,000 has been spent on the packaging. The price of the bottle has not been raised to cover this expense, but the spike in demand during this period means the sheer volume of stock sold more than covers the additional cost. It isn’t the family wine business’ first crack at zodiac-themed products; last year was the first experiment, with some bottles featuring neck tags that made reference to the occasion.
23rd Street Distillery’s Year of the Snake whisky retails for $225, nearly double its typical single malt whisky at $120.
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