By now most of you have seen the racy ads, seductive wines and the enigmatic brand that Jing Song has created, Crown Range Cellar.
We caught up with her at her office in Parnell to see what she was up to and learn more about the story behind this exciting new brand.
Jing is a dynamo of energy and passion, all the while brimming with ideas, enthusiasm and youth. She is set to shake up the traditional norm of the, very often, overly traditional and conservative wine industry.
She is set on a course to shift attitudes and ideas around wine and the wine culture, starting with some big heavy hitting wines and some new concepts. After moving from China when she was 12 she has been involved in several interesting projects, from being an accountant to promoting a high profile hotel development in Dunedin to now transforming the New Zealand wine industry with a new model. She contracts with well known winemakers from strategic vineyards and regions and then makes wines that fit a certain profile and taste.
Currently she offers the Signature Selection, Stolen Heart, China Girl, Dolce Vita, French Collection and has just launched The Drowsy Fish, which is targeted towards restaurants.
Jing has quickly gained the attention of wine writers, critics and consumers alike after winning the IWC Pinot Noir Trophy with her Crown Range Cellar Signature Selection Grant Taylor Central Otago Pinot Noir 2013 , an honour that many wineries seek after years and years of hard work.
She said: “Being of Chinese ancestry, we have one of the oldest traditions of art and culture in the world. We’re very discerning when it comes to things of beauty, quality and great potential. It was like that when I first saw Otago in New Zealand.”
Her newest venture is sure to tickle your fancy with a bit of whimsical, “Alice in Wonderland” mystic. Drowsy Fish wines pair with their favourite fish on their labels and include a Sauvignon Blanc from Nelson, a Pinot Gris from Central Otago, and a Riesling from Waipara.
Check out the video to get the full experience…
From super foods such as black current powder to Hawke’s Bay reds, we look forward to all the new and exciting ventures and products that Crown Range Cellars has in store – it is sure to make us all take a slight flight of fancy, if just for a moment.