Wine-lovers targeted with Decanter launch

Licensed from IPC Media by Choice subsidiary Woodbridge Media International Company, the Chinese version of the magazine hit shelves as Media went to press. Targeted at wine lovers from the middle to high-end consumer groups, 70 per cent of the publication's content will be sourced from its UK-based sister publication, while the other 30 per cent will be generated locally. "It will be the exact same layout as the original UK one, with columns, news and events, features, good living, Decanter's buying guide and a collectors section," said Frank Ong, director of product development at Choice. Positioned as an international brand with authoritative content, the monthly title hopes to attract advertising from the luxury groups -- watches and automobiles -- as well as wine businesses. A marketing burst has been designed and rolled out by the magazine's in-house team, and features TV and print executions. Magazine chiefs said Decanter would accommodate a growing market appreciation for wine in the region. "We believe there is a great need for an internationally branded high-standard wine magazine to serve the Greater China market," said Ong. "It's possible to buy the English-language editions of all the major magazines, but we sorely lack a wine magazine of international stature." Ong added Decanter would also be available outside Greater China, in Singapore and Malaysia.