BORDEAUX—The French industry body that represents the key wine-growing region of Bordeaux has concluded its multimillion dollar PR review by unveiling a new agency roster, as it seeks to reverse a recent decline in international sales.
The review, which began last year, covered the (Conseil Interprofessionnel du Vin de Bordeaux's (CIVB) key growth markets outside the EU: the US, Canada, Japan and China.
Budgets are believed to amount to as much as €3m per year, reflecting the industry body's efforts to drive international growth of the region's wine industry.
For the US and Canada, which accounts for the largest proportion of the budget, the CIVB has retained existing agencies Creativefeed and Selavi for PR services and experiential, respectively.
In China, a critically important market, the CIVB has shifted the lucrative PR and experiential mandate to FleishmanHillard from Burson-Marsteller, which won the assignment three years ago.
The FleishmanHillard hire comes after Bordeaux wine exports to China slowed in 2013, dropping by 16% versus 2012. China and Hong Kong represent almost a quarter of all Bordeaux sales, making the region the largest importer of Bordeaux wines by volume.
The China slowdown meant that Bordeaux wine exports slid by 6% last year. Overall sales were down 1.4% to €4.24bn.
For Japan, both PR and experiential have been retained by Sopexa. All of the accounts last for three years.
The CIVB represents some 10,000 Bordeaux wine producers and growers, and is considered France's most important industry body.