Burson-Marsteller China expands PR portfolio with Bordeaux wines

Under the CIVB (Le Conseil Interprofessionnel Du Vin De Bordeaux) assignment worth US$1.5 million, Burson-Marsteller will focus on media engagement, consumer education and press relations around the Bordeaux brand. 

CIVB anticipates that wines from the Bordeaux region will experience an annual turnover of US$6.6 billion (€4.6 billion) and a trading volume of 6.3 million hectoliters in the next five to eight years. Particularly, the Chinese market has the highest potential for growth in the world, according to the French wine industry body.

CIVB’s Asia director, Thomas Jullien, commented, “China is a nation of abundant culture and history and we hope to leverage our strategic partnership with Burson-Marsteller to help Chinese wine drinkers learn more about the heritage and innovation of Bordeaux wines."

Burson-Marsteller China first won the CIVB account in 2008, an addition to its roster of luxury clients in the auto, retail and home appliance segments.