Castel: Perfect Distribution Networks in China With Mr Xavier Pignel-Dupont – Managing Director of Castel China

‘After joining forces with the Chinese group Changyu following our entry 10 years ago, we are much further ahead today: we have developed our own distribution network relying on 10 distributors that cover the entire country with their retailers. We work with these distributors to define the product and brand portfolio. We cover the 3 market segments of French wines: AOCs, Vins de Pays, and varietal wines. That translates into 1,500 regional retailers in charge of sales in our 6 large distribution networks’, comments Xavier Pignel-Dupont. Hotels & Restaurants: The largest network with numerous family events and business meals. Department stores: Next to the Japanese chains in the large cities, these are provincial or municipal distribution companies.

Supermarkets: With the exception of the foreign example (Carrefour and its 130 shops), large-scale distribution is still fragmented, with numerous provincial and municipal chains. They play a very important role in terms of promotion (Chinese New Year, etc.).

Wine merchants: A quite new type of retailers in Peking, Shanghai and Guangzhou.

Nightclub circuit: They are opening up to imported wines, to the detriment of spirits and strongeralcohol.

Sale among companies or private customers: This segment is very important in China, the ‘gift market’ par excellence, where the reputation of Castel makes all the difference.

A COMPLETE RANGE OF BRANDED WINES AND CH?TEAUX CASTEL

Chateaux Castel: from RMB 350 – EUR 36 Arcins, Go?lane, Ferrande, Tour Bellevue, Saint Léon, Tartuguière, du Bousquet, Haut Grava, Haut Coulon, du Lort, Barreyres, Tour Prignac, Técheney, Latour Camblanes, Mirefleurs, Malbec, Campet,

Hourtou, Tour du Mayne.Branded wines: RMB 80-350 – EUR 9-36 Famille Castel, Roche Mazet, Malesan, Baron de Lestac, Les Ormes de Cambras, Virginie, Vieux Papes, Blaissac, Catur, Sharon, Jean Bojour, Terrasses d’Azur, Jean Beauvillon, Cambras,Vallombreuse.

‘We have succeeded on Asian markets by simplifying the French range and promoting appreciation of our branded wines and Chateaux, including the brand Famille Castel. We need to have a hands-on approach with our distributors to help them meet their client's needs. They appreciate our permanent presence in the field. We offer them all the services they require (import/export assistance, marketing, communication, sales follow-up, etc.). We guarantee them a complete range and regular quality, both with our branded wines and our Chateaux Castel’, explains Alain Castel.