Positioning
Estate reds from the Gobi edge of the Tian Shan — organic blocks, real structure, a story Australians have never tasted.
Changji · Tian Shan Beilu · Xinjiang desert light
Herb, pepper, tannin that holds — Barossa-friendly
Dry climate, clean farming, not a sticker stunt
Gecko — survives the desert, remembers the ground
Logo system
China keeps the official gecko + 印象戈壁 lockup. Australia uses English primary with the same gecko.
印象戈壁 · YINXIANGGEBI · 葡萄酒庄
Avatars, stickers, coasters, IG profile
Sell sheets, email, web header, talkers
Product & campaign visuals
Studio product · gecko mark from official logo · AU retail
Studio product · gold capsule · minimal label field
Trade fair / website wines section header
Hook image for “What if the next red wasn’t Barossa?”
16:9 landscape for site hero or Meta ads
Market wine talkers · staff script
20-second opener
| SKU | One line | Pair | Who for |
|---|---|---|---|
| 01 CMS Cab · Merlot · Syrah |
Herb. Pepper. Real tannin. | Rib-eye, lamb, aged cheddar | First pour · Barossa drinkers |
| 02 Marselan | Blackberry · plum · plush middle. Ask for the Marselan. | Char siu, five-spice duck | By-the-glass · curiosity |
| 03 Organic | Smoke · black cherry · clean finish. Farming first. | Chicken, mushroom pie, goat cheese | Organic shoppers |
Objection handlers
- “Chinese wine?” — Same latitude band as Mediterranean wine country. Different desert. Taste first.
- “Too tannic.” — That’s the Gobi. Air and food fix it — try with lamb.
- “Never heard of Xinjiang.” — North of the Tian Shan. Silk Road, then open the bottle.
Who we sell to first in Australia
Independent bottle shops
Story-led shelves. Owner tastes with you. Put all three SKUs on one card.
Asian fine dining
Marselan by the glass; CMS for steak / duck courses.
Specialty importer
Not Dan Murphy day one. One partner who owns the Silk Road narrative.