by Giles Cadman
The hype around the Chinese wine market has been mainly about the prodigious prices paid for investment wines. First growth prices have gone up hugely, catching the attention of the world’s media.
What has not received so much coverage is the huge emerging chinese middle class, people who are buying moderately or low priced wines in increasing numbers. While this has not been picked up by the media as the huge prices for investment wine has, there are many stories like the following in the industry.
A leading producer of Languedoc has revealed plans to increase the amount of wine he currently exports to China over the next four years.
Gerard Bertrand, a former professional rugby player and owner of the Domaine de Villemajou winery in Corbieres, revealed the expansion plans in a recent interview with Decanter.com.
The fine wine producer currently operates across 400 hectares of vineyard in Languedoc, exporting 100,000 cases to the US.
However, Mr Bertrand revealed that the firm signed a distribution deal with importers Summergate, which will see it providing 100,000 cases to the Far East within three to four years.
He believes that the key will be providing Chinese enthusiasts with a more affordable fine wine investment.
“Chinese consumers recognise entry level wines and the first growths of Bordeaux already, so we need to create a market for wines in the €8-€50 range,” he told the news provider.
