An Opportunity to Boost Wine Sales in Hong Kong?
Last week, I had the pleasure of attending my first Hong Kong Sevens, a three-day spectacle that delighted rugby enthusiasts and even captivated those who were unfamiliar with the sport.
The event was filled with entertainment both inside and outside the stands, featuring concerts, various activities organized by the event coordinators, and passionate supporters in costumes and regular attire. (The South Stand, in particular, is renowned worldwide for its lively atmosphere.) To top it off, as a French person living in Hong Kong, I was thrilled that both our teams made it to the final four, and the Hong Kong men's team emerged victorious, winning the Claymore.
With such a successful outcome, expectations are already high for the next edition, which will be hosted in a brand-new stadium with a larger capacity.
However, it is worth considering areas for improvement.
As a wine enthusiast, I was disappointed by the limited availability of wine options. Wine, served with no detail regarding its quality and origin, was relegated to the bottom of the list of beverages offered at the stadium bars.
Some may argue that rugby supporters prefer beer. However, when you take into account that among the competing teams, we have countries renowned for wine production such as Argentina, Australia, Canada, France, New Zealand, South Africa, Spain, the United States, not to mention China and even Japan, there are ample opportunities to leverage the event and promote wine in a lighthearted manner that aligns with the lively atmosphere.
Given the diverse profiles of the supporters, it is highly likely that there are wine enthusiasts among the audience. Therefore, there is little risk in trying something new. Furthermore, at a time when the wine industry is concerned about declining interest and its perceived lack of appeal to millennials or genZ, the Sevens presents an opportunity to bridge the image gap, reach a wider audience, and challenge certain norms.
What are your thoughts on this?
#BoostWineSales #WineExperience
@HKSevens
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3moLooking good team! Only 112 days til Xmas 😁