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November 30, 2020

CIVB unveils dry whites’ success at the Bordeaux Briefing

The flagship event of Bordeaux Wines UK’s trade calendar, the annual Bordeaux Briefing, aims to provide the trade with exclusive news and insight on the latest developments in Bordeaux. Despite the challenges and uncertainty of 2020, this year’s event was no different, with over 70 members of the trade tuning in via Zoom.

Vice President of the CIVB Allan Sichel started proceedings with an update on the 2020 vintage, and on the CIVB’s pioneering sustainability initiatives. Magali Dubeau, from the Economics Department at the CIVB, followed with invaluable trade, consumer and retail insights unveiling the latest export figures and current market trends.

“Following sustained promotion of dry white wines over the past 4 years, exports of Bordeaux white wines to the UK are on the rise – up by 11.5% in volume from September 2019 to September 2020, while exports to the US dropped by 12.5% in the same 12 months. It is the first time the UK has been the top export market for dry whites. This is an historic change and very good news for our whites in a key white wine market”, Magali reported.

Details of the CIVB’s new marketing approach and a preview of 2021 for the UK were also unveiled by Julie Rambaud Texier, Marketing Director at the CIVB and Fiona Juby, UK Market Consultant.

Our strategy is now to really anchor Bordeaux in people’s lives, and let others do the talking. This approach has worked particularly well for dry whites which are more lifestyle focused than the traditional big reds that Bordeaux is best known for. Going forwards, we’ll be implementing new “transformative pillars”, with a focus on working with ambassadors, ranging from Bordeaux professionals, independent wine shops, and digital communicators”, Julie revealed.

With the momentum around modern Bordeaux continuing to build in the UK and a promising 2020 vintage, here’s to a successful 2021.

To view the briefing in full, click here. If you have any questions or would like to explore how we can work together over the coming year, email us at: teambordeaux@cubecom.co.uk

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