✨ Introduction

From the launch of our Big Golden Goat wine (1.5L Magnum) in 2014 to the arrival of the Year of the Horse edition in 2025, Auswan Creek's Zodiac Wine Series has completed a full twelve-year cycle. What started as a festive gift offering has become a beloved annual tradition, celebrating Chinese culture through wine. As we mark this milestone, we invite you to revisit the story behind the bottle that started it all.

1. Category Innovation: Bringing the Zodiac into Wine

Before 2014, zodiac-themed products were largely reserved for baijiu and traditional goods. Swan Wine Group broke new ground by introducing the Chinese zodiac into wine culture, creating the Big Golden Goat as a celebration of the Year of the Goat—and a brand-new gifting category.

• Zodiac + Wine: A bold move that fused festive tradition with modern winemaking
• 1.5L Magnum + Gold Embossed Packaging: Crafted for impact and celebration

2. Breakthrough Marketing: A Wine Launch Without Wine

Instead of hosting a conventional tasting event, Auswan Creek launched the Big Golden Goat entirely through WeChat—a visual campaign with no physical wine involved. In just 11 days, over 110,000 bottles were sold. It became a viral sensation and a landmark moment in wine storytelling.

• Limited-Time Preorder + Scarcity Strategy: Created demand and urgency
• Corporate Customization + Social Sharing: Strengthened brand-community ties

3. Emotional Positioning: More Than Wine, It’s a Lunar Gift

As CEO Li Wei put it, “We’re not selling wine—we’re selling New Year blessings.” The Big Golden Goat wasn’t just a product; it was a ritual. Each vintage aimed to capture the emotional essence of reunion, luck, and prosperity.

• Symbolic “Three Goats Bring Bliss” Theme: Resonated deeply with Chinese cultural values
• Merlot Grape Variety: A playful nod to “Mei Mei Le Le” (美美乐乐), meaning joy and beauty

💡 4. Brand DNA: Innovation With Heart

The Big Golden Goat marked the beginning of a strategic rollout—one zodiac wine each year, with every edition centered on a cultural theme. From fortune to vitality, each vintage became a new chapter in our design-forward, emotion-driven brand story.

• Annual Design Refresh: Kept the series visually fresh and collectable
• Narrative-Driven Appeal: Made gifting meaningful, not just transactional

✨ Conclusion: The Big Golden Goat as Cultural Expression

It’s more than a bottle—it’s a bridge between modern winemaking and age-old celebration. The Big Golden Goat redefined how wine could speak the language of Chinese culture, turning tradition into experience and gifting into connection. With one full zodiac cycle complete, we look ahead to the next twelve years with renewed creativity and gratitude.