Vinexpo is a Bordeaux-based organisation and, not surprisingly, the region is strongly represented at Vinexpo Asia-Pacific 2010.
Altogether 143 exhibitors or groups of exhibitors from Bordeaux will be present and they have taken 18 per cent of the exhibition space.
Hong Kong and the mainland are important Bordeaux markets. The mainland last year overtook Japan as the biggest Asian consumer of the region's wines.
In Hong Kong, for many years, the growth of Bordeaux wines has been attributed to its desirability to own and to drink. However, as a more inquiring attitude towards wine has developed, Burgundy has begun to gain ground and local drinkers have begun to take more of an interest in other countries and regions.
This was the pattern of market development in Japan, and a similar diversification of tastes is on the mainland.
'For Bordeaux wines, the most important challenge is to demonstrate there are good wines at any price, and not only iconic wines for the elite,' says Robert Beynat, Vinexpo's Asia-Pacific chief executive. 'Bordeaux wines are suitable for all occasions at different price points and wine cellars around the world are home to both fine and affordable wines.'
According to Thomas Jullien, Asia's representative at the Bordeaux Wine Council, the show will offer the Asian wine trade an opportunity to see the full range of what the region has to offer beyond such 'iconic wines' as Chateau Petrus and the five first growths - Chateau Latour, Chateau Lafite Rothschild, Chateau Margaux, Chateau Haut-Brion and Chateau Mouton Rothschild.
