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FRANCE: Bordeaux sales up after UK drive

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Sales of Bordeaux wines to the UK rose 38% in volume and 22% in value to the off-trade over the important November/December period in 2001 compared to the same period a year previously.

Translated into annual performance terms, Bordeaux saaw a rise of 7% in volumes. According to figures released by the Conseil Interprofessionel du Vin de Bordeaux (CIVB) Bordeaux exports have also grown by 5.5m bottles between 1991 and 2001 up €52m in value.

"The dramatic rise in 2001 was a direct result of the CIVB's marketing campaign to woo new consumers," said the CIVB.

CIVB marketing director Tanguy Chatillon said: "we are delighted to see that Bordeaux has performed well as a direct result of our activity. OUr campaign to maintain strong growth for Bordeaux in the UK by attracting new consumers has been very focused. We plan to continue developing our presence in the market through lifestyle associations."

The CIVB recently announced its 2002 campaign, which is to include sponsorship of London Fashion Weekend and a strong TV advertising programme.


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