NEWS
RHONE WINES’ MARKETING BOARD TO OPEN REPRESENTATIVE OFFICE IN SHANGHAI
By Susan Lewis
25-6-2021
Source: Inter-Rhone
French Rhone Valley’s wine marketing board, Inter-Rhone, said they are planning to open a representative office in Shanghai at the end of the year to relaunch its promotional activities in the Chinese market.
Inter-Rhone is not yet sure how long the procedure will take but hopes to open its new office before the end of 2021, with a view to starting up its promotional activities next year.
Inter-Rhone’s chairman Philippe Pellaton said at the organisation’s AGM on 4 June that after scaling back its activities in 2020 due to Covid, Inter Rhone is re-launching promotional projects in a bid to gain market shares in France and in export markets.
He said the Chinese market will be in the centre of this new promotional strategy.
Inter-Rhone has so far suspended its actions 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, after which they hope to be able to restart their promotion drives with no further issues.
“Inter-Rhone has therefore decided to establish a representative office so that it can resume its promotional activities. Its Shanghai location, which requires a significant investment, confirms the marketing board’s determination to have a long-term, structural presence in the Chinese market, which is one of Rhone Valley wines’ most dynamic markets,” Inter-Rhone told French wine and vine media Vitisphere.
(the writer can be contacted at: info@thewinechronicle.com)
ALL RIGHTS RESERVED
**IF YOU THINK THE WINE CHRONICLE IS WORTH SUPPORTING, PLEASE MAKE A DONATION TO HELP US IMPROVE AND CONTINUE OUR WORK**
TRENDING│ FOCUS│ MISSION│ ABOUT US│ CONTACT
| 