My experience in China focuses on VINCE Wines which I joined on Day 1 and we built the brand up through celebrity events, networking with wealthy individuals, high-end parties and relationship- building with key partners. The concept of VINCE Wines is what we call « Livin’ the life » which relates to the desires of aspirational men in China to be more wealthy and successful. We communicate these values through our own parties and co-branding events including Chinese models competitions (New Silk Road Models, Miss World China) and luxury car brands races (Ferrari, Lamborghini, Formula 1). As well as prominent presence in key on-trade venues (high-end bars, nightclubs, five star restaurants) and off-trade distributors (high-end liquor stores).
