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INTER-RHONE OPENED SHANGHAI REPRESENTATIVE OFFICE TO UP PROMOTION IN CHINA

By Tony Zhu

19-12-2022



Source: Inter-Rhone/Facebook

French Rhone Valley’s wine marketing board, Inter-Rhone, has recently opened a representative office in Shanghai, according to media reports in China.

Inter-Rhone’s senior marketing executive Anais Richard has been appointed as chief representative of the newly opened office.

The marketing board has been holding events in major cities in China to promote the new Shanghai office.

An event was held last week in southwestern Chengdu city and was attended by Guillaume Delvallee, Consulate-general of France in Chengdu.

Inter-Rhone Shanghai representative office’s new chief Anais Richard participated in the event through video link and presented to the audience their future promotion plans in the Chinese market.

Inter-Rhone’s chairman Philippe Pellaton announced in June last year that they are applying to set up a representative office in Shanghai. He said the Chinese market will be in the centre of the organisation’s promotional strategy.

“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,” Pellaton said last June.

Inter-Rhone had to suspend their activities in China in the past two years since Beijing tightened regulations on foreign Non-Governmental Organisations (NGOs).

Foreign marketing boards are considered as NGOs which required approved legal status in order to continue their operation.

Inter-Rhone originally hoped that it can get approval for its Shanghai office before the end of last year, but the process has taken much longer than expected.

(the writer can be contacted at: info@thewinechronicle.com)

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