Ongoing Chinese vineyard pageant celebrates beauty, wine

China Daily | 04-Aug-2021

The third edition of the Miss Skyline Chardonnay selection is ongoing on Xiaohongshu, a lifestyle community platform, from July 20 to Aug 12. Organized by Tiansai Vineyards in Xinjiang Uygur autonomous region, the event aims to create a new cultural brand for Chinese wine and relate fashion trends to the vineyard’s star product — Skyline of Gobi Chardonnay.

Tiansai Vineyards’ Skyline of Gobi Chardonnay has won more than 40 awards at home and abroad, including multiple accolades as “China’s best white wine”.

Miss Skyline Chardonnay as a new cultural ambassador represents the diverse characteristics of the product, while symbolizing the “spiritual connotation and value orientation” of “new women in modern times”, according to the company. This year’s Miss Skyline Chardonnay will be held completely online, with new competition settings and selection methods. The event has been held twice a year since 2017. The last event held in 2019 involved six competition areas in China, where nearly 1,000 people attended and 860,000 voted, attracting more than six million views on the company’s social media accounts, according to the company.

Chen Lizhong, the owner of Tiansai Vineyards, says the company’s brand name has been promoting the concept of natural beauty as a representative product of Xinjiang, which is consistent with the selection of Miss Skyline Chardonnay – to represent beauty. Participants in the competition are required to submit two posts involving two of Tiansai Vineyards’ Chardonnay products from July 20-27 and from Aug 1-7, with the themes of “A Diversified Chardonnay for 101 Settings” and “Your Own Food and Wine Matching”. Posts attracting the most likes will be able to win memberships with the vineyard, and free trips to Xinjiang. The final selection of Miss Skyline Chardonnay will occur on Aug 12. Award ceremony of the 2ndTiansai Miss Skyline Chardonnay in August 2019.