Dec 22, 2020|
Mulled Wine on the Go Ahead of Christmas Thanks to JD & RIO
by Ella Kidron
Enjoying the rich winter flavors of mulled wine hassle-free is now made possible RIO’s new beverage, which debuted on JD.com on Dec. 19. Ahead of Christmas, the popular domestic ready-to-drink (RTD) brand released its new mulled wine-flavored canned beverage, on sale for a limited time only. The product was a category No. 1 on the first day of sales, and RIO saw a six-time increase in sales YOY.
RIO’s limited edition mulled wine-flavored beverage, available on JD
RTD cocktails are doing very well on JD, especially among young Chinese seeking alcoholic beverages with less alcohol (RIO’s beverages range from 3%-5% alcohol content) and fewer calories. Consumers aged 18-35 account for 60% of the category. Female consumers, who have been observed to prefer lighter beverages, account for over 50% of the total. The new mulled wine product is made of a mix of three grapes – Bonarda, Tempranillo, and Syrah, as well as vodka and other ingredients. It has 5% alcohol content.
In the last three years or so, mulled wine has become popular in China, and RIO’s product aims to capitalize on that trend, especially during the holiday season. The can is a deep red reminiscent of wine, and is decorated with a winter holiday theme, further driving this point home.
The novelty of RTD products is also a huge draw for JD consumers. “Our data shows that consumers are more willing to try new products and brands, especially those that offer something unique and entertaining,” said Yan Liu (刘岩), head of imported spirits at JD.com. As a result, JD offers a host of such products, and many brands choose to debut their latest and greatest on the platform.
RIO is the market leader in RTD in China. The brand was founded in 2003 and is known for its light and often fruity RTD “alcopop” beverages. JD’s emphasis on new products and its understanding of consumers’ demand for items that stand out from the crowd, makes the platform a natural fit for these products. JD and RIO have worked together several times to offer fun and inspired limited-edition products to consumers, including a cherry blossom flavor timed with spring.