Belfast Office: +44 2890022869
Shanghai Office: + 86 2159745569
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Belfast Office: +44 2890022869 | Shanghai Office: + 86 2159745569

Email us:

Expanding Castle Brands into China’s Premium Spirits Market

Castle Brands was trading on the New York Stock Exchange until 2020 when they were acquired by Pernod Ricard, one of the largest wine and spirits companies in the world today.
The company has a portfolio of premium brands, positioned in the high-end segments of leading internationally recognized product categories.

Castle Brands

The Objective

In 2019, the Sinowei team worked together with Tony Carroll International Sales Manager for Castle Brands Spirits (Pernod Ricard). The objective was to introduce Castle Brands range into China and win business.

Project year: 2019

What we did

To make this happen the team in China and the team in Belfast had to translate all marketing material into Chinese and get sample products through customs and clear with Chinese government to have the products approved for sale in China. We succeeded in these tasks and then set about reaching out to potential buyers in China through trade shows and direct selling.



Within four months we had achieved results and started to sell Castle Brands products into the Chinese market. We also invited a key Chinese buyer to visit Castle Brands and the Knappogue Castle in Ireland for a week during August 2019. This was a considerable investment in everyone’s time, but building business in China works best when personal relationships are strong.


Shanghai trade show with Sinowei and Jawbox

Driving sales

To further drive sales and market the products directly to distributors and wholesalers throughout China, we organised a number of ‘tasting’ events in Shanghai. We invited Tony from Castle Brands to join us in Shanghai, during the CIIE Show so that he could meet the buyers directly and inform them about Castle brands product range. The products were put on display in our showroom and on our Chinese website, social media and online retail sellers.

Through Tony and the Castle Brands team, together with our teams in China and Belfast we are continuing to build more sales and clients for Castle Brands throughout China.

Castle Brands

Looking to contact the Sinowei team?

Whether you’re seeking to expand your brand in China, require expert guidance on navigating the market, or would like to learn more about our services, the Sinowei team is here to assist you.
Get in touch with us today for tailored solutions that drive success.

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