In 2019, Oceanus Group forged a strategic partnership with Season Hong International, a 40-year stalwart of the Asian wine and beverage industry. Headquartered in Hong Kong and Shenzhen, Season Hong brought to the table a vast network spanning across Mainland China, Hong Kong and Macau, and deep expertise in navigating the complexities of Asian markets. Together, they established Season Global, a venture with a bold vision: to become a leading player in the fast-moving consumer goods (FMCG) sector on a global scale.

At the helm of Season Global is Ms. Shero Dong, a young, dynamic leader whose tenure as CEO has been marked by resilience and innovation. Taking over from founding CEO Mr. Sammul Lin in 2022, Shero faced the daunting task of steering a relatively young company in an industry known for its fierce competition and entrenched players. “Even in the middle of the night, I’m contactable by our customers in Australia,” she quipped, reflecting on the demands of leading a cross-border enterprise.

Her efforts paid off. Under Shero’s leadership, Season Global achieved unprecedented growth, emerging as one of Asia’s largest alcohol distributors. The company secured several landmark deals, including the exclusive distributorship for Penfolds champagnes in China, a 20-year exclusive agency agreement for Cognac De Luze in Greater China, and the rights to distribute Speyside Scotch Whisky across the Asia-Pacific region.

Shero’s leadership style stands in contrast to the traditional, hard-nosed approaches often seen in the beverage and alcohol industry. She brings a fresh, youthful perspective, emphasising soft skills such as communication, trust-building, and collaboration. “It’s very important to maintain an open and collaborative attitude and keep learning at all times. With our customers far away on the other side of the ocean, mutual trust is essential.”

This philosophy extends to her commitment to staff development and digital innovation. Shero has invested heavily in training programs and new technologies, ensuring that Season Global remains agile and forward-thinking in an increasingly digital marketplace. She has also urged Season Global to focus on corporate social responsibility, noting the broader shift in consumer expectations, where sustainable consumption is becoming an important driver of brand loyalty.

Shero’s leadership is deeply influenced by the values espoused by Oceanus Group CEO Peter Koh, who has long championed the purpose-driven business. “Peter has often said that Oceanus must evolve from traditional buying and selling to building a global trade network with a commitment to food security at its core,” she shared. This vision has become a cornerstone of Season Global’s strategy.

Shero’s and Season Global’s journey has not been without its challenges, though. In November 2020, China imposed sweeping sanctions on Australian wine, including anti-dumping and countervailing duties of up to 116%. The move caused sales of Australian wine in the Chinese market to tank. For Penfolds, one of Season Global’s flagship brands, the impact was particularly severe.

Yet, with Shero at the helm, Season Global not only weathered the storm but emerged stronger. The company experimented with new concepts such as “Day/Night Wines,” “Alcohol Supermarkets,” and a variety of e-commerce initiatives. While competitors adopted a wait-and-see approach, Dong’s team methodically tested new ideas, laying the groundwork for future success. Their efforts paid off: in March 2024, Penfolds signed an exclusive distributorship agreement with Season Global for its champagnes, a testament to the company’s resilience and strategic acumen. A few months later in June 2024, Season Global and Oceanus Group signed a RMB 200 million contract with the Shaoxing Municipal Government to develop the Shaoxing Huangjiu Town (Dongpu) and enhance bilateral distribution business in China.

“Fortune Favors the Bold” – Season Global’s success is a testament to the power of bold leadership, strategic innovation, and a steadfast commitment to purpose. In an industry characterized by volatility and shifting consumer preferences, Shero and her team have adapted, innovated, and thrived; forging new partnerships and creating opportunities where others see only challenges.

As Season Global continues to expand its footprint across Asia and beyond, two priorities remain at the heart of its mission: delivering the highest quality products to customers and fostering a culture of continuous learning and growth. For Shero, these principles are not just business imperatives but a reflection of her belief in the transformative power of global trade to connect cultures, drive progress, and create a better future for all.

In her own words, “We must realise that we can do more than just sell things; we have a higher role to play in the larger ecosystem.” This sense of purpose will continue to guide Season Global as it charts a course toward a more sustainable, inclusive, and prosperous future.