Bordeaux has special designs on Chinese consumer

Bespoke Bordeaux labels for the Chinese market are on the rise, according to a forthcoming feature on packaging design in the May edition of the drinks business.

Considering the sudden and massive price increase in Lafite after the addition of a Chinese symbol for its 2008 release, followed by a similarly large jump in value when Mouton-Rothschild unveiled a Chinese-designed label for the same vintage, more chåteaux are tweaking their appearance to improve their appeal in the Far East.

Indeed, db broke news late last month of a rumoured Chanel creative director Karl Lagerfeld-designed label for Rauzan-Ségla 2009 and May’s magazine records the positive impact of a range of rebranded Bordeaux châteaux for the Far Eastern market.

Commenting on the increasing trend for showy pack and label designs for the Chinese consumer specifically, often using gold ink and gift boxes, Jack Hibberd, research manager at Liv-ex, said: “With their latest antics to attract interest in Asia, the Bordelais are only doing what the Champenois have been doing for centuries.”

However, Simon Staples, fine wine sales director at Berry Bros. & Rudd warned of the dangers of changing a brand just for the Asian market. “Don’t underestimate the Chinese, they are an extremely savvy nation and any interlopers will be sussed out immediately,” he stated.

For more on label design including comment from a range of fine wine merchants, packaging designers and Tony Buzan, the world’s foremost expert on thinking visually and inventor of “mind mapping”, see the May edition of the drinks business.

Patrick Schmitt, 05.05.2011