Bijou launches wines in Thailand

Bijou Wines has launched its portfolio in Bangkok’s on-trade, in a bid to “prove that rosé can also be diverse, complex and fascinating to match with food”, the brand told db.

“Rosé wines are still perceived in most of Asian countries as simple, with less complexity than reds and whites, suitable as an aperitif but still not ‘serious’ enough to enjoy during dinner,” Pauline Nardo, international sales and marketing manager for Bijou, told the drinks business.

She explained that French wines became popular in Asian markets as a result of Bordeaux, with its “image of tradition, authenticity and prestige”. As a result, “it is now custom to look for full bodied red profile and old vintages”, she said.

According to Statista, the market value of red wine in 2018 was around €778 million, compared with rosé’s €1.4m share.

However, Bijou is looking to shift this narrative, having introduced a range of rosé wines into Bangkok in September to up its presence in Asia.

“The main strength of Bijou is to offer different types of rosé. We want to prove that rosé can also be diverse, complex and fascinating to match with food, especially with Asian cuisine,” she said.

Le Bijou de Sophie Valrose and Bijou Jolie Terre di Providence have performed particularly well, according to the brand.

As part of the launch, Nardo has facilitated a series of masterclasses, training staff responsible for curating the wine lists at Bangkok’s most exclusive establishments, including the Park Hyatt, Aesops, Shangri-La, and more.

Bangkok’s positioning as an international city, with a high number of tourists. The brand noted that the perception of wine as a status symbol is helping to drive demand in both the on- and off-trade in Bangkok, with many rooftop bars now turning their attention to wine as well as cocktails.