China has overtaken the UK and Germany to become the top export market for Bordeaux wines in value for the first time this year – and the Chinese are increasingly learning how to savour good wine, not just how to buy it, according to the Conseil Inter- professionnel du Vin de Bordeaux.
Sales of Bordeaux wines in China have doubled every year for the past five years but, in the first half of this year, China and Hong Kong surpassed the UK to take top position for exports of Bordeaux wine by volume – and by value, now totalling €90m, ($118m) according to Thomas Jullien, Asia marketing director of the CIVB.
Germany was relegated to second place, in terms of volume, and the UK to second place in terms of value. China and Hong Kong – where many sales are also destined for the mainland – were fourth in terms of volume last year.