« The Chinese are playful and playing is a good way of making them discover wine, colours and aromas » says David Sok, a Frenchman of Chinese origin who came back to Shanghai to create his own incentive company. He regularly works with two or three importers, in cooperation with brand ambassadors who give him elements to invent new games. « The educational objective should not make forget the promotion of wines, which one should also explain. A balance is discussed between game and training.
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The Chinese like to hear about France as much as they like to hear about wine and are starting to dislike sommeliers with their very technical, and boring, explanations« . A three hour training program is offered at 40 to 50,000 yuans (€ 4 to 5,000), with personalised modules, some of which have been tested by Sopexa, such as during the Pink Party which was organised for the professionals under the initiative of Vins de Provence.
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Professionals are the main target of events organised in Shanghai and Hong Kong, where David Soks company is based, but formulas are also being studied for private consumers, such as during the RVF show in Peking. « Rich expatriates also create value, but most expats consume less wine than the people of Shanghai as they are often on local contracts with lower salaries« .
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David Sok also organises oenotouristic trips in the châteaux of Bordeaux for his private clients, investors, collectors or caterers.
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November 2012
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