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French wineries turn to Chinese social media

15 : 03 : 2012 Wine : China : Social Media

Shanghai – French winemakers and dealers are turning to Chinese social network Sina Weibo to appeal to key demographics in the country.

French wine already accounts for more than half of China’s imported wine market share. Now, with interest from younger, middle-class consumers, who are considered to be the most technology-savvy, Sina Weibo is becoming key to the marketing strategies of French winemakers.

Bordeaux winery Château Brane-Cantenac, regional organisations Le Conseil Interprofessionel du Vins de Bordeaux and Les Huit de Loire, and high-profile brands such as Moët & Chandon have launched Sina Weibo pages aimed at educating potential customers and building their brands.

Brane-Cantenac announced on its website last month: ‘We launched our Sina Weibo account this week to continue to communicate regularly with Chinese customers and ‘fans’, and we hope to increase our follower base as quickly as possible. The potential is enormous because the Chinese use this new medium avidly to stay in touch with their families, friends and colleagues.’

For more on the changing face of luxury in emerging markets, read the New Markets Rising section of our Luxury Futures report. For more insights into the beverages market, read our Drinks Futures report.