This master thesis aims to provide a social media marketing concept for the regions of Greater China and Japan. The developed model is elaborated based on the example of the Austrian Wine Marketing Board. The seminal development of the wine import market in Greater China and Japan on the one hand and the awareness that a distinct and strategic social media usage is necessary to achieve the best results in raising positive awareness of Austrian Wine, are the initial stimuli for this thesis. The thesis first delves into particularities of marketing for alcoholic beverages, followed by similarities and peculiarities of marketing in the different countries in the region of Greater China and Japan. After giving insight into social media marketing; especially on the channels WeChat, Sina Weibo and QZone; the theory behind the nine steps of an international social media marketing concept are amplified. Building on this theoretical elaboration, subsequently an analysis of Austrian Wine Marketing Board’s macro environment and the competitors’ approach to social media marketing follows. Through qualitative interviews with representatives of the target group, primary research is conducted. The tailor-made social media marketing concept then is integrating all before concentrated information and includes an analysis of the initial situation, definition of the target group, setting of objectives, selection of suitable channels, definition of content’s aspects, organisational implication, monitoring and measurement as well as determination of the necessary resources.