Bordeaux wines, like many other French wines, are facing increasingly intense competition. The strategy of claiming that our French wines are the best is losing its appeal. Many competitors are now adopting a consumer-focused approach that emphasizes marketing and communication. I have had the opportunity to speak with vineyards on several occasions, and it is disappointing to observe that they often have a very short-term vision, seeking only ways to fill their boxes by the end of the year. Having had the chance to live in different Asian countries, I noticed that the branding of our wine brands, as well as the promotion of our French regions and terroir, is almost nonexistent. Solutions do exist, but very few are willing to revisit their strategies. #wine #asiamarket #frenchwines #strategy #branding
Broader global challenges and its pricing strategy unfortunately meant Bordeaux is losing its popularity. Bordeaux grand cru classe wine exports to Greater China hit a new low at only 240 million euros, down from last year's record low of 300 million, as data revealed by UGCB president shows. More importantly, out of 15 of its top export markets, only three registered growth - Thailand, UAE and Taiwan, China. Will Bordeaux bounce back? Our full report here. #Bordeaux #wine #china #Hongkong #UGCB #exports #news #market #analysis #downturn #businessfrance