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  • Invigor Group is set to drive Australian wine sales to the Chinese market through its WeChat Pay and associated social marketing platforms
  • Invigor, and joint venture partner Enring, will sell Aussie wine products through a ‘Mini-Mall’ shop within the WeChat online community
  • China is the largest export sector for Australian wine, representing roughly $1 billion in annual sales

Invigor Group is set to drive Australian wine sales to the Chinese market through its WeChat Pay and associated social marketing platforms.

The business-to-business data intelligence company will launch a dedicated WeChat-powered online community, to market and sell Australian wine to Chinese consumers in both Australia and China.

WeChat is a Chinese-owned messaging, social media, and mobile payment app, owned by company Tencent. The platform is by far the preferred payment method for Chinese travellers overseas.

Invigor and joint venture partner Enring will sell Aussie products through a ‘Mini-Mall’ shop within the WeChat online community, which was developed by Enring.

According to Invigor, this online retailer will provide a secure and trusted platform for Chinese consumers to see reviews, pricing, and promotions of Australian wine products.

Invigor plans to integrate its shopper insights, loyalty, and pricing software into the WeChat platform to help with pricing and analytics in the wine industry.

Company CEO Gary Cohen said this drive into the Chinese market is another step in capitalising on the growing WeChat Pay operations.

“Invigor and Enring have the capability, technology platforms, export licenses and relationships in place to generate sales relatively quickly,” Gary said.

This is the second major deal struck by Invigor in the past few months. In June this year, Invigor partnered with Sun Asia to sell Aussie produce to Chinese consumers via the WeChat Pay platform.

Now, by driving Aussie wine sales to the Chinese market, Invigor is tapping into a new opportunity. According to Wine Australia, 172,736 Australians are employed across 2468 wineries and 6251 grape growers in the country.

The industry contributes over $40 billion a year to the Australian economy.

China is also the largest export sector for Australian wine, representing roughly $1 billion in annual sales, according to Invigor.

Invigor shares are unchanged today, continuing to trade for 0.3 cents per share in a $8.57 million market cap.

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