France government campaign encourages China to look beyond Bordeaux
France government campaign encourages China to look beyond Bordeaux
May 11, 2012 6
(Decanter) - The French government is funding a marketing campaign to encourage wine consumers and sommeliers in China to look beyond Bordeaux. Around 400 wines from across France will be included in the three-year campaign, launched in Beijing this month.
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.
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