NEWS
BORDEAUX WINE MARKETING BOARD CIVB OPENS REPRESENTATIVE OFFICE IN SHANGHAI
By Tony Zhu
14-10-2021
Credit: David Mathews
Bordeaux wine region’s marketing board, Conseil Interprofessionnel du Vin de Bordeaux (CIVB), has opened a representative office in Shanghai earlier this week to further promote Bordeaux wines in China.
The office will also help Bordeaux wineries to reach distributors and consumers in China, and better served those Bordeaux producers who want to export to the Chinese market.
CIVB Chairman, Bernard Farges, sent a video to mark the opening of the Shanghai representative office. He thanked the Shanghai authorities for their support in the application process.
He also said that with this new office in Shanghai, the CIVB has shown its confidence in the vibrant wine market in China. He said Bordeaux producers can now bring to the Chinese market more diverse styles of Bordeaux wines to suit various consumer groups.
“For many years, CIVB has always insisted on deepening the Chinese market. We have proactively involved in market development and consumer education and cultivation,” Farges said.
“At the time when the market is still uncertain, the representative office will inject confidence and vitality into the Chinese wine trade,” Farges added.
The CIVB is not the only French wine region which decided to open a new representative office in Shanghai.
Inter-Rhone, Rhone Valley’s wine marketing board, is also planning to open a representative office in Shanghai at the end of this year, with a view to start its promotional activities next year.
Inter-Rhone has suspended its activities in China, as marketing boards are now considered as Non-Governmental Organisations (NGOs), which have an obligation to have a legal representative in the country in order to operate, as per a 2017 law.
The regulations led all marketing boards to stop their activities whilst they sought compliance, including CIVB and Inter-Rhone, after which they hope to be able to restart their promotion drives with no further issues.
(the writer can be contacted at: info@thewinechronicle.com)
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