Rhône valley makes push on younger HK market

Inter Rhône’s recent annual tasting combined art and film in a bid to win over Hong Kong’s younger generation of wine drinkers.

Aspiring Frédéric Bussière won a trip to the Rhone after presenting his film, ‘Wine from the Heart’.

Ahead of the event ‘See by Rhône’, the trade body Inter Rhône invited young Hong Kong filmmakers to submit short videos fitting the theme, ‘From Red to Emotion’ which was “inspired” by the colour most associated with Rhône wines. Separarently, Inter Rhône’s latest campaign also features a young woman clutching a balloon and a glass of wine and sailing into the distance, despite previously falling foul of France’s Evin Law with a similar ad – though this has since been relaxed.

Introducing wine via film and art is a move by the organization to target a younger generation of drinkers who are more “responsive” to this form of media, says Inter Rhône’s marketing ambassador, Oliver Lagrand.

“We are renowned for dreaming up creative, unconventional, impactful concepts for our tastings,” he said.  “We’ve introduced a refreshingly colourful and creative element to wine tasting. Wine, when all is said and done, is meant to be enjoyed.”

Several of the Rhône’s leading winemakers were present, including Château de Beaucastel, E.Guigal, Pierre Gaillard, Chapoutier, Pesquié and Les Dauphins.

Asia is a major developing export market for Rhône valley wines with China, Japan, Hong Kong and South Korea being the current key players. Over the last five years, Inter Rhône has upped its game by actively promoting its wines in Hong Kong, including becoming the first trade partner of ‘Le French Gourmay’, one of Asia’s largest annual cultural events.

The organization is keen to distance itself from Bordeaux and Burgundy by coming up with innovative marketing strategies. Through its website, Inter Rhône works on matching their wines to Chinese food and currently works with more than 300 restaurants in China and Hong Kong to promote the “versatility” of Rhône wines.

“People do know about Rhône wine now in Hong Kong and China,” continued Lagrand. “And that wasn’t the case even four years ago.”