Vinadeis signs distribution ageement with agri-food giant COFCO
The cooperation agreement between Vinadeis and COFCO Wine was celebrated with a launch event, which took place on March 22nd in «Elle Café», in the heart of Chengdu. COFCO’s partners and distributors, as well as the Chinese press, atended a comprehensive presentationon the Cordier and Le Val brands, and their launch plan.The obvious partner, in sync with the Vinadeis positioning strategy for the «millennial»-oriented Cordier (Bordeaux) and Le Val (Pays d’Oc varietals) brands, for the uninhibited, easy-to-understand consumptionthat appeals to Chinese consumers.
Recently repositionedin the premium market segment, the entie range of the Bordeaux-based Cordier brand will be visible, from «Collection Privée» and «Labottie Prestie» to the varietals and the Bordeaux «Enjoy La Vie» AOP appellation.
Several varieties of the Languedoc-based Le Val brand will also be visible, particularly the range’s basic Pays d’Oc varietals (Cabernet-Sauvignon, Merlot, Grenache blanc…), and the Le Val «Highlanders» and «My Secret Peak» AOC selections.
Standard bearers for Invivo Wine’s international development, both brands will benefit from COFCO Wine’s national distribution network (wholesalers, supermarkets, and traditionalnetworks), as well as their exclusive partners, with a consumer price point between 128.00 and 328.00 CNY (between €15 and €35).This launch highlights Invivo’s desire to impose itself international, by bringing its recognised French brands to the forefront, at a time when France is losing market share in the face of increased competition.