Last year on this blog, I was sharing our hopes for VIN DE FRANCE’s future in China. I am happy to report that the sales of VIN DE FRANCE bottles in China have risen by 12% Anivin Chinebetween 2013 and 2014. In 2014, China represented 13% of VIN DE FRANCE exports in volume, which equals to 37.9 million bottles.

With this in mind, we were keen to extend VIN DE FRANCE’s promotional campaign in China in 2015. Back in June, our trade tour of China took us to Kunming and Chengdu, two major cities we had never visited before. We hosted seminars and tastings for over 600 enthusiastic professionals. The seminars were then complemented with one on one information meetings with 12 key Chinese importers.

Our ambition was to introduce the VIN DE FRANCE brands and wines available on the market to the trade, entice Chinese importers to widen their VIN DE FRANCE offer and promote it to their peers, and to raise awareness for the VIN DE FRANCE varietal wines category as a whole in China.

Xu Wei

Xu Wei

Anivin Chine3In both cities, the day started with the trade seminars. I first presented the key assets of the VIN DE FRANCE category. A tutored blind tasting of 7 VIN DE FRANCE wines followed, hosted by Chinese wine expert and writer XU Wei. XU talked the audience through the wines and the French grape varieties, prompting comments and questions from the captive audience as he went.

We then hosted trade tastings, where around 10 Chinese importers introduced around 30 VIN DE FRANCE wines to on and off-trade buyers, sommeliers and journalists. The audience included key local professionals such as LI Lishu (Executive Director, Sichuan 1919 Wines & Spirits) and PU Heng (General Manager, Yunnan Debai Trade Co. Ltd). All events were supported by a campaign on social media platforms Wechat and Weibo.

Anivin Chine2This year again, I was delighted to see how enthusiastic the local trade was about both VIN DE FRANCE varietal wines as a category and the wines they tasted.

Thomas Giubbi (La Compagnie Rhodanienne) and I finally hosted a series on one to one information meetings with 12 key Chinese importers in Beijing and Shanghai. Amongst the companies targeted were Kunming JIEXI in Kunming; Cofco Wines & Spirits, Sofcco Fine Wines and in Beijing; Shining International Ltd, Jebsen, ASC and in Shanghai. We introduced the VIN DE FRANCE category to their main buyers and demonstrated the benefits of introducing VIN DE FRANCE varietal wines into their portfolio. A helpful time in China, where feedback from those attending the events was encouragingly positive.

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