The trade association representing the wine growers of Bordeaux is planning another marketing drive to attract the attention of drinkers in China.
Following a lengthy review period, the Conseil Interprofessionnel du Vin de Bordeaux (CIVB) has decided to re-appoint Burson-Marsteller to spearhead this drive.
The CIVB has handed Burson-Marsteller a three-year contract worth an estimated $1.5 million (£0.9 million) to help Bordeaux retain its position as the most coveted wine region among the growing market of Chinese drinkers.
Interest in top wines such as Chateau Lafite Rothschild, Chateau Latour, Chateau Margaux and other First Growth labels has been strong in the Far East for some time.
Wines from years considered to be classics, such as 1961 and 2005, have proven popular with the growing Chinese middle class, but interest has also grown in supposedly 'lesser' vintages, such as 1991 and 1992.
While auctions are proving popular for older Bordeaux vintages, there has been huge demand from Chinese drinkers for en primeur wines.
The 2009 Bordeaux is considered by many - including renowned critic and founder of The Wine Advocate, Robert Parker - to be one of the best vintages ever made, and en primeur prices reached record levels on the back of interest from China competing with the traditional European and US merchants.
However, the head of head of Sotheby's Asia division, Patti Wong, believes that the Chinese are now broadening their tastes, and looking more toward top Burgundy labels, such as Domaine de la Romanee Conti.
With this in mind, the CIVB has decided to reinforce its marketing programme for China.
The group's proposal for future growth and sales, entitled Bordeaux Tomorrow Plan, expects vineyards in the region to generate a total annual turnover of €4.6 billion (£4 million).
With the Chinese market representing the primary target for growth, the CIVB has charged Burson-Marsteller with helping it promote the unique nature of Bordeaux wine.
"Each chateau in Bordeaux has a story to tell, and each bottle has a distinctive taste," said CIVB Asia director Thomas Jullien.
"China is a nation of abundant culture and history and we hope to leverage our strategic partnership with Burson-Marsteller to help Chinese wine drinkers learn more about the heritage and innovation of Bordeaux wines."
Chris Deri, Burson-Marsteller China's chief executive officer, says that the relationship between affluent Chinese consumers and luxury goods is constantly evolving - their challenge is to make Bordeaux wine consistently relevant, which he believes is achievable.
"Increasingly, brand loyalty for this portion of the market is influenced by heritage, artistry and timelessness," he added.
While the CIVB plans its Chinese public relations strategy, the thoughts of Bordeaux's wine growers have already turned to the 2011 harvest.
Due to dry, sunny weather in spring, most of the region's vines have developed far beyond where they would normally expect to be in mid-August.
As such, some chateaux have already started picking their grapes - between three and four weeks earlier than normal.
However, there is expected to be an increase in yield this year, which will help Bordeaux in its bid for possession of the Chinese market.
According to Decanter, France's grape harvest is expected to exceed 47 million hectolitres this year – an increase of six per cent when compared to 2010.
The French Ministry of Agriculture and Fishing, which produced the figures, admitted that there is still time for these yields to be reduced, as vines will always be susceptible to rot and disease.
"Fungal attacks are under control for the moment but could be affected in the coming weeks if the humid weather continues," the ministry said in a report.