Going Global But Localizing The Brand

In Inc.

There are 1.3 billion potential wine drinkers in China, and Scott Henry, owner of Henry Estate, a winery in Umpqua, Oreg., was convinced they'd love his pinot noir. Henry understood that Western-style wine is a relatively new phenomenon in China, but he also believed that his wine's taste and texture were a perfect match for Chinese cuisine.

Henry Estate is no stranger to exporting. For the past 10 years it has shipped cases to Canada, the U.K., and Japan. How much harder could it be to add China to the list?

Read the article and find out here.