Legend Holdings wine subsidiary holds media pitch in China

Legend Holdings is involved in multiple industries, including real estate, chemical materials, modern agriculture, foods and IT. It is the parent company of Lenovo Group.

A source close to the pitch told Campaign Asia-Pacific that the client has already held a creative pitch a few weeks ago.

"It is the early start of the pitch, at request for proposal stage," according to the source. "The brief is for its WuLing wine brand."

Legend wines range from $48 to $640 (RMB300 to RMB4000), and its market presence has extended to tier one, two and three cities in China.

"We are very keen to get big Chinese companies, and this company is absolutely one of them," said a client-services director involved in the pitch. "The client’s management team is quite international."

The timing of the pitch may be due to the brand's new management: Sam Chen, former marketing director of Samsung Electronics in China, joined Legend Wine Industry Holdings last October.