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Bordeaux estate to open cellars in China and Hong Kong

Bordeaux estate Chateau Giraud is to open two wine storage cellars in the Far East, as it looks to gain a foothold in the lucrative Chinese wine market.

One will be situated in the Chinese city of Shenzen in April, with the other set to follow two months later in nearby Hong Kong, Decanter reports.

The Bordeaux estate has made the move as a way of ensuring that Chinese merchants and distributors have ready access to authenticated stock that can then be delivered quickly.

Augustine Lacaille, brand ambassador for Chateau Guiraud, told the publication that these cellars will form a main pillar of their education program in the Far East.

He told the publication: "This is key for Sauternes wines, as we need to show how flexible they are, particularly with Chinese cuisine."

"This is a professional cellar, not in any way an attempt to sell direct."

Christie's auction house recently displayed its commitment to educating Chinese wine enthusiasts.

It will be producing Chinese tasting notes for Bordeaux and Burgundy vintages, as it is said that traditional French descriptions mean very little when translated into Mandarin.
 



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Bordeaux vineyard Chateau Giraud will be opening cellars in the Far East.
Bordeaux vineyard Chateau Giraud will be opening cellars in the Far East.
Bordeaux vineyard Chateau Giraud will be opening cellars in the Far East.