France to try to woo Chinese oenophiles beyond Bordeaux
PARIS, May 20 — It may take a lot of wining and dining, but the French government has launched a three-year marketing campaign in Beijing this month to try and persuade oenophiles and experts there that France is more than the sum of its Bordeaux. According to wine trade publication Decanter.com, the campaign, organised by Ubifrance or the French Agency for International Business Development, will offer tutored tastings of 400 wines from across France.
It’s a move that aims to shift China’s obsession beyond Bordeaux and onto other vintages offered by France.
The Chinese mainland is now the largest importer of Bordeaux by volume. Last year, it was announced that China edged out Germany as Bordeaux’s largest importer by volume.
According to Decanter, officials from the Languedoc region are already working with major French retailer Carrefour to promote ‘Sud de France’ wines in key Chinese markets.
Meanwhile, the 4th edition of Vinexpo Asia-Pacific kicks off in Hong Kong May 29 to 31. Vinexpo is a wine trade event and alternates between Hong Kong and France every other year. — Afp-Relaxnews