Sources and tags:

• China
• France

With more than 11 millions bottles sold in the Asia-Pacific region in 2008, Castel is the French wine market leader in most of the Asian countries, particularly China and Japan. Group sales marked an increase of 23.5% in 2007 and 21% in 2008. In China, Castel saw their sales increase by 115% in 2008 and soar by more than 243% by the end of May 2009. With more than 5 million bottles sold, the sales figures from 2008 have already been left behind!

This success stems from the expertise of Castel coupled with solid market knowledge following ten years of presence. The development strategy has also played a key role, in line with the Group’s golden rule: adapt to market trends in terms of styles of wine, packaging and cost, with a range suited to the distribution network, all based on the quality and reputation of CASTEL. The local country-specific teams work to expand the whole
ranges of branded wines and Châteaux Castel wines over this vast area. More than 100 Castel references are present on the Chinese market for example.

10 years of history of Castel in Asia
1998: Opening of the bottling plant in Langfang (China).
1999: Opening of the Castel subsidiary in Japan (currently with 10 employees).
2002: Partnership with Changyu (wine leader in China) and inauguration of Château Changyu-Castel.
2002: Partnership with Suntory on the production and importation of French wines in Japan.
2003: Establishment of the Castel China Offices in Shanghai.
2006: 1st partnership with a Chinese distributor and importer of the brand Famille Castel.
2006: Opening of an office in Korea (currently with 3 employees).
2008: 5.4 millions bottles sold in China, accounting for 18% of French wines imported to China.
2009: Partnership with 10 importers, supplying more than 1,500 distributors throughout China.

With Mr Alain Castel, Managing Director of Castel
‘We have succeeded on Asian markets by simplifying the French range and promoting appreciation of our
branded wines and Châteaux, including the brand Famille Castel. We need to have a hands-on approach with our distributors to help them meet their client’s needs. They appreciate our permanent presence in the field. We offer them all the services they require (import/export assistance, marketing, communication, sales follow-up, etc.). We guarantee them a complete range and regular quality, both with our branded wines and our Châteaux Castel’, explains Alain Castel.

In 2012 China will be the 7th consumer of wine in the world (Vinexpo) and may become Castel’s No.1 export market with 12 millions bottles sold since 2009[1]

• Wine among the Chinese customs: China is increasingly opening up to wine. The knowledge of the Chinese is still in its infancy and their choice is driven by the origin, brand and price of the wine.
• The reputation of French wines is very strong among Chinese consumers. It has established their social standing. The portfolio of branded wines and Châteaux Castel wines meets this goal and underpins these values.
• The wine imports into China in 2007 were more than double those in 2006 with 56 million bottles.
• 2008 has experienced a growth of 36%!
• With 20.7 million bottles imported in 2007, France has the lead with a 37% market share in front of Australia (22%).
• This leadership was confirmed in 2008 with 40% and 30.6 million bottles!
• AOCs: 45% (of which Bordeaux: 71% in volume, and Languedoc-Roussillon: 11% in volume)
• Vins de Pays: 36%.

Note

1. Source: Chinese import customs/French export customs(↩)

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