The China Wine Competition looks to recognize, reward, and help promote wine brands that have successfully been created to identify with and target a specific wine drinker. For any wine brand to earn its place on a retailer’s shelf or a restaurant’s wine list – and then vitally, stay there – they need to be marketable and consumer-driven and not just produced in the general hope it can find enough people willing to sell and buy it. PACKAGING SCORE Packaging & Design is a subjective factor that takes into account several key issues, such as the overall look and presentation of the bottle (including cork and label), and how well the brand presentation of the bottle matches up with the personality of the wine inside the bottle. In today’s brand-driven marketplace, consumers now view wine as a branded product. As a result, they expect every bottle of wine they purchase to come with a unique brand story or unique brand identity. This reflects the fact that many consumers will make the decision of whether or not to purchase a bottle of wine based on how well it is perceived to match up with their current lifestyle or demographic group.