Market Entry Strategy
Assessing where a brand fits in the China and Hong Kong markets, and building a clear, practical route to market — from positioning and pricing to channel selection.
Helping premium wine & spirits companies enter and grow in China and Hong Kong.
A dedicated, in-market partner for estates and producers who value focused attention and a hands-on commercial relationship.
Why KBS
Every estate expanding or entering a new market wants the same thing: someone who treats their product as a priority, not one line on a long account list. This requires genuine effort and adaptability — time spent on the ground with importers, distributors, and buyers; a clear understanding of where a brand sits in the market, and the judgement to focus on the opportunities that are the best fit.
KBS is built around this capacity directly — working with a small, carefully chosen group of producers, with a strict policy against representing competing products from the same region. The result is straightforward: dedicated time and attention for each client, no conflicts of interest, and a commercial partner who is personally accountable for the results.
About
Oliver Murphy is the founder and Principal Consultant of KBS. He has spent almost twenty years working in the wine and spirits trade across Asia. Based in Shanghai since 2014, he is a fluent Mandarin speaker and a bon vivant.
Before founding KBS, Oliver held commercial roles with a number of established names in the trade, including Aussino World Wines, SK Networks Fine Wine International, Bodegas Barbadillo, Bernard Magrez Grands Crus Classés, and Ulysse Cazabonne — building a career spent entirely on the ground in the markets KBS now serves.
Services
Commercial Development
Ongoing, hands-on growth of an existing presence — identifying new distributors, retail and on-trade accounts, and commercial opportunities as the market evolves.
Full Representation
Acting as a brand's dedicated in-market resource — managing relationships with importers, distributors and buyers as if part of the producer's own team.
Project-Based Support
Focused engagements for specific needs — market assessments, distributor due diligence, trade tastings, hosted wine dinners, and event planning for product launches.
Where digital and e-commerce strategy is required, KBS works alongside specialist partner agencies to ensure full channel coverage.
From the Field
Notes and analysis on the China and Hong Kong wine and spirits trade.
Finding the Positives in China's Shrinking Imported Wine Market
Read on LinkedIn →Thoughts from Chengdu
Read on LinkedIn →Get in Touch
For enquiries about market entry, commercial development, or representation in China and Hong Kong, get in touch directly.