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Sinolink Fine Wines

Soo May Cheng (Public Policy Research Institution, Hong Kong Polytechnic University, Hong Kong, People's Republic of China.)

Publication date: 1 October 2011

Issue publication date: 1 October 2011


Subject area

International wine marketing, focusing on the emerging importance of Hong Kong as a wine business hub in the Asia Pacific region.

Study level/applicability

MBA or year 3/4 undergraduate business course. Some prior knowledge of organisational structure, management decision–making, marketing principles and consumer behaviour will be helpful.

Case overview

Sinolink is a small family business that successfully made the transition to become one of the largest local wine dealers in Hong Kong, trading internationally and growing phenomenally through a combination of management and marketing savvy. Its story is worth telling at a time when Hong Kong is emerging as an important wine business hub in the Asia Pacific region. It faces new opportunities and challenges in such a dynamic environment.

Expected learning outcomes

Some learning points are: how vision and leadership affects business strategy; international supplier relationship and product knowledge as critical foundations for the wine business; customer relationship management and marketing as competitive strategies; and flexibility in response to operational considerations and challenges is vital to success

Supplementary materials

Teaching notes.



The author is grateful for the assistance and permission given by the management of Sinolink Fine Wines (HK) Ltd for the development and use of this teaching case in the Bordeaux Management School Wine MBA class and its subsequent publication in the Emerald Emerging Markets Case Studies.


Cheng, S.M. (2011), "Sinolink Fine Wines", , Vol. 1 No. 4.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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