Aiming to cash in on the booming Chinese market, XLV wines has created a fruit-driven and softer tannin wine that they believe will appeal to Chinese consumers. Although the XLV team emphasised that its project has no connection with the Louis Vuitton brand, which is now owned by LVMH, the popularity of this luxury fashion house in China is likely to provide a useful connection for the Vuitton family in building a following for its wines. Launched in Hong Kong rather than mainland China, Tommy Wong, who is managing XLV’s distribution highlighted the administrative region’s role as a hub for the Asian wine trade, saying: ‘If you want to be in the Chinese market, the first step is to be here in Hong Kong.’
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