Bordeaux plan predicts significant income rise

Bordeaux is predicting a significant increase in income over the next five years due to rising demand from China.

According to the Bordeaux wine bureau (CIVB), the region is forecast to raise its annual turnover from around €3.4 billion to €4.6bn from a predicted production increase of 600,000 hectolitres and shift to higher value wines.

The projections form part of the Bordeaux Tomorrow Plan which considers the region’s development over the next five-to-eight years.

It is anticipated that much of the future demand will come from the Far East and specifically China.

To help build Bordeaux’s image in the latter market the CIVB is continuing its relationship with PR company Burson-Marsteller in China, which will focus on educating consumers about Bordeaux.

The contract extends a relationship between Burson-Marsteller China and the CIVB since 2008, and the communications firm has secured a further three-year retainer to promote Bordeaux in China.

“China is a nation of abundant culture and history and we hope to leverage our strategic partnership with Burson-Marsteller to help Chinese wine drinkers learn more about the heritage and innovation of Bordeaux wines,” said the CIVB’s Asia director, Thomas Jullien.

The Bordeaux Tomorrow Plan was announced in late July last year as Georges Haushalter was elected to replace Alain Vironneau as head of the Bordeaux wine council.

Haushalter will lead the CIVB for a further two years.

The 120,000ha of Bordeaux produce 5-6 million hl per year and accounts for 20% of all France’s AOC production.