Each year the traditional Bordeaux Primeurs are organized to present the new vintage of the region’s great wines to professionals from all over the world. This is a crucial opportunity to get acquainted with the new vintage, and a determining factor for the order book of the year. However, in a global context of strict sanitary restrictions, international importers have been restricted in their access to the annual event usually held in Bordeaux. However, a large part of these wines is intended for export, of which Greater China is the first destination in volume and value, 3.75 million bottles exported in 2019 for a total of 360 million Euros1. So, how to allow importers in Greater China to discover and taste these new vintages? How can they live the experience of the Primeurs?
Sopexa proposed to the French Ministry of Agriculture and Food to highlight these Bordeaux Primeurs in its international promotion campaign for French products Taste France.
In this way, Sopexa has created a tailor-made event, Taste France Bordeaux En Primeur, focused on the Grands Crus Classés of Bordeaux to present and promote their new vintage to Chinese professionals. On June 29, the meeting was held in the historic Shangri-La Hotel, in Shanghai. On site, importers were able to taste the wines accompanied and guided by sommeliers. In order to go further, QR codes gave simple and efficient access to the technical data sheets and contacts of the winemakers. To strengthen the links between the public, a series of digital meetings between local professionals and winemakers were organized. Finally, 3 livestreaming sessions, for a total of nearly 4 hours, were hosted by the famous KOL Miss Seven on the leading platform JD.com. During these sessions, Cynthia Yang presented the wines and the Chateaux, allowing consumers to interact with the Chateaux owners and to virtually visit their domain.
In total, 102 Chateaux were able to present their latest vintage, 530 professionals (maximum audience size) were able to taste the wines, 1.06M people were engaged through the live streams, and 4 interviews were given thanks to this event.
“We are delighted to have been able to maintain the Bordeaux Primeurs event by adapting it to the health context. It was an opportunity for Bordeaux winemakers to strengthen ties with their audiences through hybrid Offline & Online adaptations and to bring the Primeurs experience to Chinese importers. We have received very positive feedback from all stakeholders.” says François Blanc, Counselor for Agricultural Affairs at the French Embassy in China.
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