SHANGHAI--The French industry body representing the key wine-growing region of Bordeaux has re-appointed Burson-Marsteller to oversee an expanded public relations programme in China.
The CIVB retained B-M following a lengthy review to handle a three-year contract that is estimated at $1.5m, as China becomes a critical export market for Bordeaux wines. CIVB’s Bordeaux Tomorrow Plan anticipates that wines from the Bordeaux region will experience an annual turnover of €4.6 billion and a trading volume of 6.3m hectoliters in the next five to eight years, with the China market representing the best growth potential of any global market.
“Each chateau in Bordeaux has a story to tell, and each bottle has a distinctive taste,” said CIVB Asia director, Thomas Jullien. “China is a nation of abundant culture and history and we hope to leverage our strategic partnership with Burson-Marsteller to help Chinese wine drinkers learn more about the heritage and innovation of Bordeaux wines.”
Burson-Marsteller’s continued collaboration with CIVB will focus on media engagement and consumer education around the Bordeaux brand. Burson-Marsteller China first won the CIVB retainer in 2008.
“The relationship between affluent consumers in China and luxury goods is evolving,” said Chris Deri, Burson-Marsteller China’s CEO. “Increasingly, brand loyalty for this portion of the market is influenced by heritage, artistry and timelessness.”