Sichel to increase presence in China

Bordeaux-based producer and négociant, Maison Sichel, is to double the size of its team in China by the end of the year following long-term investment in the country’s wine market.

Sichel initially worked from France with one, single, national distributor, before opening an office in Beijing in 2008 which later moved to Shanhai in 2010.

Charles Sichel

The company, which has been working with regional distributors and wholesalers in the country, has said it now plans to establish a minimum 4-strong, full-time team based in China by late autumn 2014.

Charles Sichel, export director responsible for Asia, said “the time is right” for the company to increase its presence in the country.

He said: “The market is getting more structured and we want to take advantage of this and get in on the ground floor. We now need more good people in the field to work for us directly, in the north, south, east and west of the country.”

In 2013 Maison Sichel achieved its best performance ever in China with sales up by 30% on 2012, despite a worldwide slowdown in China following continued austerity measures by its Government.

Charles Sichel attributed the company’s success to its “long-term approach” to the market, and greater understanding of Bordeaux wines by the trade and consumers, which he said had “led to a more diverse demand for Bordeaux wines and, in turn, opened the doors for mid-range, Cru Bourgeois level and non-classified wines that offer value for money”, concluding that it was a “sign that the market is maturing and that distribution needs to change with it.”