Following one of the advices given in the « Bordeaux Demain » programme to develop wine bars as ambassadors of Bordeaux wines, The first Burdigala Wine Bar has just opened in Shanghai, in the district of JingAng. Wine bars are multiplying in the major cities of China and this will be the first 100% Bordeaux oriented wine bar, named after the original name of the city of Bordeaux. Created by Franck Boudot, an investor with previous experience in catering and luxury hotels, the project gathers several private investors and the CIVB, who made available its communication network and opened its events, such as « Bordeaux fête le vin » or the « Sweet Bordeaux ». The wine bar presents a selection of approximately 50 references and demonstrates the diversity of appellations of the Gironde. « 95% of appellations are represented (Bordeaux, Saint-Emilion, Médoc, Côtes de Bordeaux…), says Franck Boudot.
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All colours are present, including Crémant and sweet wines ». The only man in charge, he can choose to reduce his margins and to put forward a loss leader. « Price is not decisive when it comes to the buying of wine and no appellation is being privileged, says Franck Boudot, Our objective is to demonstrate that Bordeaux wine is good wine and does not need to be expensive, to bring the truth forward in other words« . Visitors may choose a bottle among the 2,500 bottles stored in the temperature controlled cellar and may reserve a locker. To make things easily understandable, indications are given in English and Chinese and wines are organised in four, easily understandable categories (light and fruity, fresh and gourmet, smart and balanced, spicy and robust), all with a colour logo. Upon entering the bar, clients discover the characteristics of the major varieties of grapes before being shown the wine card.
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The Chinese generally prefer red wine and will therefore be able to discover the wide range of Bordeaux wines, by the glass or by the bottle, in a modern setting of acoustic effects and carefully designed lighting, in contrast with the more traditional wine bars. Several tasting formulas are offered, with or without catering, often with playing activities. To satisfy a wider clientele, prices of most bottles range between €19 and €56, with glasses from €4.50. Wine growers from Bordeaux may also invite their clients, organise meetings or tasting events to promote their wines.
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« The objective of the concept is to promote the image of Bordeaux in China, we are going to organise many theme evenings and develop take aways… We hope to import a container of 11,000 bottles every quarter to start with » adds Franck Boudot. Five months of research and procedures involving some sixty agencies and real estate promoters have been necessary to open the first two bars, with an envelope of some €1,000/sqm. A second « Burdigala Bordeaux Wine Bar » will open in Shanghai at the end of summer 2012, in the district of Luwan Jianguo. New York, London, Berlin, Tokyo and Hong Kong will then follow.
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November 2012
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