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Cellar door opens in Perth city to smooth winery’s path to China

thewest.com.au by Ray Jordan26/12/2018  

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Linquan Fan and Jeff Burch at the Howard Park City Cellar.Picture: Michael Wilson

Leading West Australian wine producer Howard Park and marketing and logistics company Linkar Group have teamed up to open a cellar door in the city, specifically targeting the increasing demand for WA wine in China.

The Howard Park City Cellar is a joint venture between the two companies enabling travellers to buy WA wine for delivery into mainland China. It comes without the additional freight and duty charges and volume restrictions that would apply if they bought wine from cellar doors and took the bottles on a plane.

Visitors to the Howard Park City Cellar can taste the range of wines before placing their orders. The wines are then shipped directly from 12 warehouses throughout mainland China where they are held in temperature-controlled conditions. Linkar guarantees delivery in two to three days.

Linkar is owned by Chinese couple Linquan Fan and Karena Yang, who established the business in Perth 10 years ago with the aim of providing a direct link for WA wine producers to the Chinese market.

Mr Fan said the cellar door facility had been open for only a month but already it was proving popular with travellers.

“There are 150,000 Chinese people in Western Australia, and closer to 200,000 with Chinese heritage from throughout Asia, which presents a great opportunity for us,” he said.

“The Chinese are starting to appreciate and understand quality wines and I believe the WA market is perfectly placed to take advantage of that growing awareness.

China is becoming an increasingly popular business and tourist destination and each day 300 people visit the Chinese consulate next door to apply for their entry visa into China. The feedback is that people appreciate the convenience and cost advantages of buying locally and delivering direct in China is ideal for gift giving on their return.”

Howard Park chairman Jeff Burch said China was a very important market for his company.

“Our Chinese customers like the taste of Margaret River cabernet, and it is important to have the city cellar door to showcase our wines,” he said.

“Our partnership with Lin and Karena has allowed us to offer our wines delivered to anywhere in China directly from our winery at our cellar door pricing. This guarantees the product delivery in China is real and authentic.

“With Chinese tourism is increasing, the Perth cellar door enables us to easily show our wines to time-poor tourists.”