French wine campaign to tap Chinese market

9th May, 2012 by Lucy Shaw

Newly elected French president Francois Hollande is to promote French wine in China and educate the Chinese about wine through a series of events in the country.

The French agriculture ministry has also promised 400 different wines from 12 regions across France will land in China in batches over the next three years.

Targeting both the Chinese wine trade and consumers, the three-year campaign, starting from 2012, will help instill wine knowledge in importers, distributors and chefs, as well as invite consumers to wine tastings and French cookery courses.

The 12 wine regions taking part in the campaign are: Alsace, Beaujolais, Bordeaux, Burgundy, Champagne, Corsica, Jura and Savoie, Languedoc Roussillon, Provence, Sud-Ouest, Val de Loire and Cotes du Rhône.

France exports wine to more than 190 countries. In 2011, it exported 1.33 billion liters of wine valued at €7bn, €800m more than that of 2010.

Although the US, the UK and Germany remain the three major export markets for French wine, Asia has risen to be a new growth engine, and one of France’s most promising emerging markets.

China is the fifth biggest importer of French wine in both volume and value terms.

French wine exports to mainland China increased by 75.5% in value in 2011, compared with 2010, and by 36.4% in Hong Kong, with a considerable amount of French wine sold to Hong Kong later resold inland.

Despite growth in consumption, public understanding of French wine culture is still in its nascent phase.

A number of Chinese consumers still add Sprite, Coca Cola or ice cubes to wine to sweeten and lighten the taste, and few know the correct temperatures for preserving and drinking wine.

2 Responses to “French wine campaign to tap Chinese market”

  1. Charles Curtis MW says:

    “A number of Chinese consumers still add Sprite, Coca Cola or ice cubes to wine to sweeten and lighten the taste, and few know the correct temperatures for preserving and drinking wine.” – this is no longer true.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Senior National Account Manager

Bibendum PLB
London, UK

ON-TRADE Sales Executive

Roberson Wine
London, UK

OFF-TRADE Sales Executive

Roberson Wine
London, UK

Judging Week Runners

Decanter World Wine Awards
ExCel Centre, London E16, UK

Sales Administrator

Les Caves de Pyrène
Guildford, UK

Retail Commercial Executive

Laithwaite's Wine
Theale, Berkshire

Wine Buyer

Conviviality Plc
Crewe, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Sales Account Manager - On-Trade

Berkmann Wine Cellars
M3/M4 corridor

Media Sales Manager - Hong Kong

The Drinks Business Hong Kong
Hong Kong

Regional Account Manager

New Generation McKinley
London, UK

Experienced Sales Account Manager – On Trade

Cantina Goccia
London and the south, UK

National Sales Manager – Premium Drinks

Core Recruitment
London based with national travel

The Global Merlot Masters 2017

Deadline : 24th February 2017

The Prosecco Masters 2017

Deadline : 10th March 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 3rd March 2017

Click to view more

The Global Sparkling Masters

the drinks business is thrilled to announce the launch of The Global Sparkling Masters

The Global Rosé Masters 2016

the drinks business is proud to announce the launch of the Global Rosé Masters 2016.

The Prosecco Masters 2016

Now in its third year, the competition will reflect the growth in popularity of this fresh and exciting sparkling wine from the picturesque regions of Veneto and Friuli.

The Global Pinot Noir Masters 2016

After the success of last year’s competition that judged over 250 wines from no less than 16 countries, the drinks business is proud to announce the third year of the Global Pinot Noir Masters

Click to view more