This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
Bijou harnesses Asian market ‘transformation’ to drive strategic expansion
Bijou is tapping into growing demand for “approachable, fruit-forward” red wines in Asia to drive regional expansion in both new and established markets.
Gone are the days when bold Bordeaux-style bottles dominated Asia’s wine market. Instead, regions across the continent are seeing growing interest in more approachable, lighter reds.
“The Asian wine market is undergoing a fascinating transformation,” says Lecia Long, Bijou sales manager for Asia. “Younger consumers are moving away from viewing red wine as a mere status symbol and embracing approachable, fruit-forward styles.”
Bijou’s wines are perfectly suited to this new wave of drinkers.
The Southern French brand, best know for its rosé wines, made a successful debut in Asia in 2023. As younger consumers drive demand for wines that stand apart, the brand is seizing the opportunity to meet these shifting tastes with lighter, fruit-driven styles and unique varietals that move away from the dominance of Bordeaux traditions. It now seeks to define a distinct identity in the region’s evolving wine market, tapping into changing tastes with its range of Pinot Noirs.
Bijou has introduced Pinot to many of its best-selling ranges. Both Le Bijou de Sophie Valrose Pinot Noir and the premium Éminence de Bijou Pinot Noir earned Gold at the 2024 Global Pinot Noir Masters. These wines are grown in the cool, elevated terroir of La Haute Vallée de l’Aude, delivering freshness and aromatic complexity.
Its range of wines also taps into another key consumer cornerstone: sustainability. Around 94% of regular wine drinkers in China prioritise sustainability in their purchasing decisions, according to a recent survey by IWSR.
“Sustainability is no longer a choice but a necessity,” says Emily West, Bijou brand manager. The company embraces eco-friendly farming practices and is committed to reducing its carbon footprint, producing wines “that align with the values of conscientious audiences”, West says.
“At Bijou, we believe that responsible winemaking not only protects our planet but also enhances the authenticity and quality of our wines.”
Buzzing markets
Having cornered the market for rosé wines in Southeast Asia last year, Bijou continues to drive expansion in established and emerging Asian markets.
Bijou’s strategy for 2025 includes strengthening already blossoming partnerships and connecting with more premium establishments both on- and off-trade.
For the on-trade, Asia’s top tourist hubs make the perfect market.
Chris Ellis, Bijou’s managing director, is keen to target Singapore, a market whose “hotel, restaurant and bar scene is one of the most dynamic in the world, blending innovation and sophistication to create pretty unforgettable experiences.
Having just returned from the city state, Ellis observes: “Travel retail is equally vibrant, offering a global gateway to discover premium labels such as Bijou. Combined with the city’s thriving on-trade sector, Singapore has become a key hub for showcasing wines that connect with an audience eager for quality and storytelling. Each of our wines tells the unique story of Southern France’s exceptional terroirs and we are honoured to share them with the Asian market.”
Other established markets such as Japan and South Korea are also in focus for Bijou, as consumers in these markets continue to value both premiumisation and sustainability.
So which emerging markets offer exciting opportunities for the Southern French brand?
Thailand and Vietnam provide opportunities to cater to European tourists seeking premium wine options. Bijou’s launch into Asia began with Thailand, and the brand is now building on its success in premium hotels and restaurants in the market.
China offers untapped potential for international wine brands. Per capita consumption of imported wine still under two litres, and the shift away from Bordeaux-style reds offers a major opportunity for brands offering lighter, more fruit-driven styles.
Related news
Paragon Wine Estates expands fine wine business in Asia
Pop the cork on Prosecco glory: enter the Prosecco Masters 2025
Brexit and the UK wine market: did 2017 predictions hold up?