Le Pin targets Chinese year of the rabbit

Bordeaux property Le Pin is courting the Chinese market with the launch of a special label featuring a rabbit design to celebrate 2010 as the year of the rabbit.

The move sees the Pomerol estate, which produces just 700 cases a year, seeking to capitalise on the fortunate similarity of its name with the French word for rabbit.

Le Pin’s decision echoes marketing-savvy moves by several other Bordeaux châteaux to appeal to the booming Chinese thirst for the region.

Only last year it was announced that Château Mouton Rothschild had chosen a Chinese artist to design its 2008 label.

Likewise demand for Château Lafite 2008 surged after news emerged that bottles would be etched with the Chinese symbol for the number eight.

Last month, db reported on growing speculation about a potential boost for Château Beychevelle in 2012, when its distinctive dragon boat label could prove popular with Chinese consumers in the year of the dragon.

Despite, or indeed because of Le Pin’s extremely limited supply, the wine has begun to attract strong interest from the Chinese in recent years. The property’s rarity and easily pronounceable name makes it a popular gift for important officials or clients.

db, 01.04.2011