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france 24 Business

Video: Chinese learn the art of selling French wine

© Philippe Lopez, AFP | French wine exports to Asia increased by 24% in 2015

Text by FRANCE 24

Latest update : 2016-02-08

Students from China are flocking to the wine-rich region of Bordeaux to learn about French vintage - not how to make it, but to sell it.

On the banks of the Garonne River, where boats once loaded up bottles bound for other countries, the INSEEC business school now teaches students from across the world the fine points in selling French wine. Those students are increasingly from China.

The Asian giant already counts amoung the world’s biggest consumers of red wine, but Chinese students say that the potential for expansion is huge. In dozens of classes, they learn about marketing, branding and selling.

They are a welcome sight for regional growers, who are looking to expand business in Asia.

“We must consider them like ambassadors because they export this production and they teach their fellow citizens how to be more familiar with our product,” Marcello Roudil, director of INSEEC’s Wine Program tells FRANCE 24.

“It is a great opportunity for Bordeaux.”

Click on the player above to watch FRANCE 24’s full report on Chinese students learning about French wine.

Date created : 2016-02-08

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