Jérome Borie-Azeau: "When dealing with Asian markets, patience is a virtue"

erome Bories-Azeau created Celliers France Asie in 2007, distributing wine brands in Asia. His clients are in Cambodia, Laos, Myanmar or Vietnam, "these countries recently opened up to wine consumption. They are growing markets, even if their growth is not as important as China's. In Cambodia, there is an upper class consuming wine. The wine culture is more developed in Vietnam than in other neighboring countries, due to the past French presence. French wines have a good image there, but over the last 4 years, New World wines have made a great breakthrough, thanks to a favorable exchange rate."

"In these new markets, high-end and entry-level segments are growing. New-consumers are reassured by labels displaying well-known references. It is much more difficult for the moment to develop a brand and create notoriety from scratch.

Entry-level ranges work well, but the competition is fierce in these segments. If you want to develop a business in these countries, you have to respect Asian culture. Everything is not set during the first appointment. One must learn to be patient in order to gain trust. Also, laws and rules change quickly in these markets, adaptation is a need. "