Meijian, a popular plum wine brand in China, is embroiled in controversy after its New Year promotional materials sparked accusations of gender discrimination, drawing attention to the brand’s marketing approach and the changing dynamics of female consumers in the alcohol market.
Launched in 2019 by Chongqing Jiangxiaobai Wine Co., Ltd. — also known for its Baijiu brand, JIANGXIAOBAI — Meijian has quickly risen to popularity with its affordable pricing and fruity taste. Priced at under RMB 70 (approximately US$9.64) for a 750ml bottle and with an alcohol content of around 12%, the plum wine has gained a strong following.
In fact, according to LeadLeo, a Chinese research institute, Meijian saw impressive growth, achieving a cumulative sales value of RMB 1.2 billion within two years of its launch. In 2022 alone, the brand experienced a remarkable 144% growth, reaching a retail market value of over RMB 2.5 billion (around US$340 million).
However, the brand found itself embroiled in controversy at the beginning of 2025. A social media post on Red Note, a Chinese platform, showcased a New Year greeting attached to a Meijian bottle that many found offensive. The note, which read, “Dear son-in-law, you must have been suffering, lol. My daughter doesn’t deserve you,” was intended as a family New Year message, but instead came across as dismissive and disrespectful to women.
The post quickly went viral, with over 22,000 likes and thousands of comments expressing dismay. Many social media users criticized the message, with some questioning how such a mistake could have gone unnoticed during production. One user remarked, “How did no one realize there was a problem?” Another added, “I would feel uncomfortable receiving this.”
In addition, a similar post on Weibo included a note that read, “Sister, wish you have much money as men do in the New Year,” sparking further outrage. The post garnered over 1,700 likes, with one user lamenting that the promotion would alienate male consumers, while others expressed concern that the brand appeared to focus disproportionately on female consumers.
In response to the backlash, Meijian issued an apology on January 13, 2025, through its official Weibo account. The statement, signed by “All Staff of the Meijian Brand,” acknowledged the mistake and expressed regret for the offensive advertisements. “We sincerely apologize for the negative feelings caused by our inappropriate advertising, which has damaged the trust in our brand,” the statement read. Meijian also announced the recall of the controversial promotional materials and pledged to review its marketing processes.
The controversy highlights a broader shift in consumer behavior in China, where the traditionally male-dominated alcohol market has seen an increase in female buyers, particularly among younger consumers. According to a 2020 report by CBNData, women born between 1990 and 1995 are now purchasing alcoholic beverages at a higher rate than men. Additionally, research from AliResearch shows that women aged 18 to 34 tend to prefer sweet, low-alcohol beverages — a preference that aligns with Meijian’s fruity, approachable profile.
Despite Meijian’s popularity among women, critics argue that the brand’s recent marketing missteps have relied on outdated stereotypes. Liu Anqi, Regional Manager for Spain’s DAVIDWINE, stated that the marketing portrayed women through a male-centric lens, which undermined the brand’s appeal to its core female demographic.
Meijian’s situation is not unique, as its parent company Jiangxiaobai has faced similar challenges in the past. Known for its innovative marketing strategies, Jiangxiaobai experienced rapid early success with its Baijiu products, capturing a younger, trend-conscious audience. However, the company also faced setbacks, including a significant drop in market share in 2020, when its small-bottle Baijiu segment shrank from 20% to just 0.5%.
The controversy surrounding Meijian’s advertising may affect the brand’s growing reputation, especially at a time when it is positioned to capitalize on the rising influence of female consumers in China’s alcohol market. Some industry observers, like Shen Yi, a former executive in China’s wine sector, suggest that Meijian’s marketing may have been a deliberate attempt at “shock marketing,” aimed at drawing attention and sparking discussion, even if it came at the cost of alienating some potential customers.
Despite the criticism, the controversy has brought the brand considerable attention, and it remains to be seen whether Meijian’s future marketing efforts will be more attuned to the evolving preferences of China’s diverse consumer base.
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