BEAUNE, FRANCE--Wine growers in the French region of Burgundy are seeking to redouble their global PR efforts as they emerge from a punishing global recession

The Holmes Report has learned that the Burgundy Wine Board (BIVB) is tendering its multi-million euro PR assignment, drawing the interest of several international agencies. The account is currently held by Fleishman-Hillard, out of the agency’s Paris office.

The BIVB’s mission is to promote the Burgundy brand, which was hit hard by the global recession before staging a solid recovery in 2010, thanks in part to surging Asian demand. The BIVB’s two biggest export markets are the UK and US, both of which grew in 2010, but have yet to recover to pre-recession levels.

In addition, the Burgundy brand has come under heavy pressure from newer, and often cheaper, wine regions such as Australia, New Zealand, Chile and California.

The brief reveals a particular focus on emerging wine markets such as Singapore and Hong Kong, although European countries are also believed to be critical. The BIVB is also calling for digital to be integrated into all campaign activity.