France government campaign encourages China to look beyond Bordeaux

Tutored tastings for the trade and consumers will form the backbone of the initiative.

France currently dominates China's emerging market for imported wine, but much of this is down to Bordeaux.

French officials are keen for other regions to capitalise on growth opportunities, amid rising competition from the likes of Australia and Chile, as well as domestic Chinese wine.

A spokesperson for French government agency Ubifrance, which organised the China campaign, told Decanter.com, ‘Bordeaux is still a part of the campaign, but there is a focus on lesser-known regions.’

She said tastings are the best way of persuading Chinese consumers and sommeliers to branch out.

‘In China, people buy their wines on a name. You can have a £15 wine from Languedoc-Roussillon that is a really good wine, but if you also have a £15 wine from Bordeaux then most people will go for the Bordeaux.’

Per capita wine consumption in China is only around one litre, compared to 14 litres per head in the US and 50 litres in France.

However, China is on course to overtake the US as the world's largest wine market by volume within two decades, according to statistical forecasts.

Ubifrance's campaign will run alongside marketing efforts by regional French wine bodies.

Languedoc officials are already working with French retailer Carrefour to promote 'Sud de France' wines in key Chinese cities.

Newly-elected French president Francois Hollande met with Kong Quan, the Chinese Ambassador to France on Monday, calling for closer ties between the two countries.