Michelle Liu has almost 18 years’ professional experience on wine & spirits brand marketing & communication, in both China and Europe. A seasoned journalist and marketer, Michelle’s passion into wine & drinks led her to explore a career in the sector since 2003. She provided consultancy services to many governmental entities and regional associations such as Wine Australia, Foods & Wines from Spain, Napa Vintners, as well as world’s leading drink brands.
Her media experience started as the Managing Editor of Wine & Dine magazine, prior to her service at Hachette Filipacchi Media (China), where she headed a team to provide marketing solution to support top-notch fashion & lifestyle magazines.
Media Center (North) - Level 2 of North Lobby west
Climate change, technological advances and consumer behaviour will all have an impact on the wine and spirits industry. What innovative trends are emerging in the global wine and spirits industry in response to the latest changes?
Media Center (North) - Level 2 of North Lobby west
E-commerce, social media, contextual consumption, and the rise of a younger generation of drinkers have all redefined how wine is distributed, led to a fragmentation of channels, and required products to be updated and iterated more quickly to meet current market demands.