Castel eyes export growth to China

Castel is looking to increase wine shipments to its premier export market, China, by a further 4m bottles this year.

Last year, the French group's volumes in the country reached 20m bottles compared to 14m bottles in 2009.

Speaking exclusively to just-drinks last month, Castel’s director of communications, Franck Crouzet, said: “Having entered the Chinese market about a decade ago, the past four to five years has seen us almost double volumes on an annual basis. A slower rate of growth is inevitable now while nevertheless remaining a double-digit one.

“The Chinese market is maturing rapidly with greater discernment than ever before on the part of consumers as to what constitutes a good wine, coupled with the notion of value for money. In response to this, we are bringing more and more of our wines to the market and catering for increased demand for higher value products.
”
Castel can call upon “a truly nationwide distribution network in China which has allowed us to achieve considerable market penetration”, Crouzet noted. “Today, we are one of the most visible wine brands in China
and are a regular advertiser on national television.”