Next generation French wine marketer aims to change attitudes
Dispelling the belief that French wine is exclusive and financially crippling to the Australian wine drinker is the aim of Valérie Eymas, a French wine student and marketing representative for French winery Château La Rose Bellevue.
A recent visitor to Australia , Valérie is completing an intensive nine-month course in wine and spirit sales that is funded by the Bordeaux Chamber of Commerce and supported by Château La Rose Bellevue. As part of her studies her mission is to identify niche market opportunities in Australia for the Château La Rose Bellevue wine range.
Providing academic and industry support to Valérie, Chisholm Institute wine educator, Jenny Polack based at its Rosebud campus said the 28-year-old faced a huge task that would take time and patience, but is certainly achievable.
“French wine is considered expensive by most Australian wine drinkers,” Valérie said. “It is also common in Australia , unless you are a wine lover, to know only the major regions of Bordeaux , Burgundy and the Rhône Valley .”
With the assistance of Jenny and Chisholm Rosebud's wine education resources and industry contacts, Valerie is learning about the market and directing her efforts into educating Australian wine drinkers, letting them know that there are many excellent “value for money wines” from the lesser known regions.
Based in the Premières Côtes de Blaye, a sub-region of Bordeaux , Château La Rose Bellevue is owned and run by the Eymas family. The winery offers a selection of red and white wines and a rosé all of which are bottled on-site.
Married to third generation winemaker, Jérôme Emyas, Valérie said the wines of Château La Rose Bellevue are very successful on the French market, however the winery is looking to diversify and is now seeking overseas opportunities.
“We chose to focus on Australia for market opportunities for many reasons,” Valérie said. “Jérôme has worked in an Australian winery so we had an understanding of the industry as well as some contacts.
“We also found the industry to be more dynamic, willing to try new things. Although we have found that most people in the Australian market only know of Bordeaux or its two key sub-regions Médoc and St Emilion, I believe I can work at changing this through working with people in the Australian wine industry. Many Australians think Bordeaux is very expensive; I want them to know that this is not always the case.
“I recently had the experience of marketing Australian wines. I worked for Peter Lehmann at Vin Expo 2003 in Bordeaux . I found that my friends criticised me for working for an Australian winery, but it was the liveliest part of the expo. Because of this it was an excellent networking opportunity for me.”
A vibrant personality, Valérie has been working under the auspices of Select Vineyards. With the assistance of Curtis Marsh from Select Vineyards and Chisholm wine educators, she has met with a range of business people in the sector, including importers, winemakers, restaurant owners and wine sellers.
“Curtis and Jenny have shown me the importance of forming strong relationships with the client and supplier,” Valérie said appreciatively.
“Meeting people has been an excellent experience. I have found many people in the industry to be relaxed and laid back, even in the sales area. Not what I was expecting because in France the sales representative is always pushing.
“Because these people are meeting me face-to-face, they get to know me,” she said. “If you want to be successful in export you need to come to the country and meet the people and get an understanding of the market.”
This has also led her to RMIT University where she presented a talk on the French wine industry to 40 international marketing students, an experience she savoured, as prior to moving into wine marketing Valérie taught French in France and at the Alliance Française in Melbourne.
In realising the niche market opportunities and also the obstacles of the Australian market, Valérie is fully aware that her desire to change the mindset of the average Australian wine drinker towards French wine will not happen overnight.
“Everywhere I have gone in Australia the French wines, particularly Bordeaux wines, were the most expensive. They are between $30 and $80 and sometimes around the $150 mark,” she said. “I aim to break the image of French wine being expensive – when I came here I wanted people to try my wine and like my wine and understand its potential as a good value wine.
“Many wine drinkers also have the impression of Bordeaux wines being ‘wishy washy' – an Australian term I have picked up. I want people to know wine from Bordeaux is more than Médoc and St Emilion, that there are different sub-regions like Premieres Côtes de Blaye, which offer different tasting wine.
“Most of all I have to prove that I can sell these wines. That I can do what I set out to do, change the image of Bordeaux wine away from the high price tags and give an understanding of our culture through the wine.”
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