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Sinolink Fine Wines

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

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 1 October 2011



Sinolink Fine Wines.

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.



May Cheng, S. (2011), "Sinolink Fine Wines", Emerald Emerging Markets Case Studies, Vol. 1 No. 4.



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