The Chinese market of Rhône Valley Wines

Jun 24, 2013 1 Comment by

Wines of the Rhône Valley

The vineyards of the Rhone Valley is a French vineyard that stretches over 200 km including the departments of Drôme (26), Rhône (69), Ardèche (07), Vaucluse (83), Gard (30) and Loire (42). It is the second largest vineyard in France (in terms of wine production) after Bordeaux. From north to south, this vineyard can be divided into two parts:

• The Rhone Valley called « septentrionale » (from Vienne to Valence), with a moderate continental climate, summers are hot and sunny but autumns are cooler and winters are harshest.

• The Rhône Valley called « méridionale » (from Montelimar to Avignon), with a Mediterranean climate. The summers are relatively hot and dry, winters are soft and sunny. All offer very favorable terms to the vine in this region.

vignoble-de-la-vallée-du-rhône

Among the most famous wines:

Wine table

There are also some rosé wines, the most famous are Lirac and Tavel and some sparkling wines (Saint-Peray and Crémant de Die).

Rhône Valley wine in China

According to a study on the Rhône Valley communication in China, made by Daxue Consulting (Consultant Company based in Beijing), the Rhône Valley’s wines are part of the top 3 of French wines the more known in the country. The study included more than 141 interviews of professionals located in Beijing, Shanghai, Guangzhou, Chengdu, Qingdao, Xiamen and Hong-Kong.

Rhône Valley (4th place) come after Bordeaux which ranks first known as the most famous French wine region, followed by Bourgogne and Champagne region. The wines of the valley of the Rhône are clearly identified as French and to the red colour but their white wine and rosé are less known (just professional like sommeliers and foreigners in China mentioned it). It is difficult for respondents to describe the wines’ tastes mainly due to lack of knowledge. For people who known those wines, they perceived it as powerful, fruity and spicy. The most famous in the Rhône Valley wine is Châteauneuf du Pape, perceived as a great wine.

Chinese market of the Rhône Valley Wines

To conclude this study underlines that even if the Rhône Valley wine are known by Chinese people but these one are not enough famous. The Rhone Valley misses notoriety, that’s why Chinese refuse to invest more in that Valley. But the respondents are convinced that with more marketing, Rhône Valley’s wines could have a great success in China.

So now, the region just has to focus on its communication schedule in China, by concentrating on Internet communication which is the most popular communication way in this country followed by newspaper and relationships.

Sources: Daxue Consulting, TechnoResto, Côtes du Rhône

 

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