ボルドー最高評議会
the Grand conseil du vin de bordeaux
CommanderIES, wine brotherhoods

On April 17^th 2024, the CIVB organised the first event of «BORDEAUX undiscovered 2024» in Tokyo, an initiative that met with great success by bringing together more than 260 Japanese wine professionals.

Our main objective was to renew interest for Bordeaux wines with local trade, by presenting new wines; to reflect the modernity and diversity of the wine region, in line with our marketing strategy in Japan. Our main targets were importers, wholesalers, buyers, distributors and traditional channel professionals.

The role of the CIVB in running this event was to offer several experiences, set out with several main features:

• A tasting for professionals, including an area dedicated to the «50 Bordeaux 2024» Selection, with 30 importers present, having been chosen for this selection of wines available in Japan; and another area dedicated to new Bordeaux supply, with 60 wines not yet sold on the Japanese market (10 references per group of appellations: Saint-Emilion-Pomerol-Fronsac, Whites, Médoc, Bordeaux Bordeaux Supérieur, Graves and Sauternes and Côtes de Bordeaux), presented by a delegation of Bordeaux professionals present at the event: Delphine Faure-Maison, Marc Milhade, Jean-Hubert Fabre, Mathilde Assereto, Amélie Portfilet, Helene Ponty and Nea Berglund.

• Masterclasses on various themes: «The new reds», «Bordeaux, a committed wine region » and «The whites», presented by Mr Ishida-san, Vice President of the Sommeliers Association of Japan and B2B ambassador this year. These masterclasses brought together 133 professionals, surpassing our initial expectations by 33%. These sessions were backed up by comments from the 7 Bordeaux wine professionals present.

• Press interviews were done during the day by 13 journalists. These discussions highlighted the importance of the Japanese market for Bordeaux wines and the invaluable relationship with Trade professionals. It was also reminded that if Bordeaux is committed to transmitting a strong heritage, the Bordeaux of tomorrow is also being invented. The media impact of this event was significant, with the participation of 13 media and the launch of a digital campaign that generated more than 1.3 million impressions, with a reach of 200K, amplified by the presence of influencers during the event. These results demonstrate the interest generated by our event in Japan, opening up new prospects for Bordeaux wines on this market.

• To conclude this day, a tasting, as well as amusing and educational experiences were proposed to consumers, to present Bordeaux wines in a more accessible way.