The first China Wine Digital Research Institute (the Institute) was recently set up in Yantai, Shandong province. Its first batch of partner wineries includes Changyu, COFCO Great Wall, Weilong, Dynasty, and Moutai Wine.
Supported by the China Liquor Industry Association, the Institute aims to promote the application of blockchain technology in China’s wine industry. It will utilize big data to guide the sensory design, packaging innovation, marketing communications and promotions, consumption habit cultivation, and wine culture promotion of the industry. The Institute will also be releasing data reports regularly that will serve as the benchmark of the development of the industry, allowing the wine industry to digitalize, as well as further enhance its global influence.
In October last year, Changyu and Tencent jointly developed and launched the first blockchain platform in the Chinese wine industry. As of April 9, Changyu had 47.6 million bottles of wine traceable on the platform. Changyu will also share the blockchain platform with the Institute members to help more Chinese wine products to achieve anti-counterfeiting and traceability functions so that more consumers can trust and fall in love with Chinese wine.
“The establishment of the China Wine Digital Research Institute will not only enhance the influence of domestic wine in the minds of consumers but also allow consumers to enjoy faster, better, and more convenient Digital retail services,” said Li Xiuran, general manager of Tencent Smart Retail Business during the opening ceremony of the Institute.
