Retailing, Franchising, and Consumerism Business Intelligence in China

The “Art Of Wine” Is Celebrated In China Through End Of October


Shanghai, China, September 20, 2016 / - This 5th edition of Wine Days will provide the opportunity to illustrate Sofitel's commitment to wine by means of a variety of events that will enable everyone to make daring new discoveries or deepen their knowledge of the world of wine.

On the occasion of its wine days, Sofitel commissioned a study in 2015 with the French Institute of Public Opinion (IFOP) about the art of wine. This exclusive study in two parts (Image and Imaginary of Wine in 2015 and Wine Consumption in 2016) had a study sample from seven countries (Australia, Brazil, China, France, India, Russia, and the United States). Last year, the study revealed compelling findings about the image and imaginary of wine. This year, Sofitel has focused on how wine is currently consumed. Brand new graphics will be unveiled on social media under the hashtag #SofitelWineDays.

From Australia to India as well as the United States, the desire to know more about wine is everywhere. This goes hand in hand with the general increase in the number of consumers. According to a study presented by Sofitel, 34% of those surveyed define themselves as wine novices but are keen to know about French wines. Furthermore, 45% of those surveyed – across all nationalities – expressed a desire to further their knowledge of French wines. “This confirms that France is a world leader in this field, with an undeniable image of excellence that is recognised all over the world.”

Sofitel Wine Days tastings represent a unique experience for wine lovers, providing the ideal framework to benefit from the brand's know-how, thanks in particular to its 50 years' experience that has allowed it to refine its expertise, its master sommeliers, a high quality wine library and exceptional wines served at the event.

Now in its fifth year, the common theme of this celebration is to pay tribute to wine. In Greater China, the 2016 edition offers guests a dazzling programme of events, which have been specially designed for the occasion. Numerous tastings, events, discoveries and meetings will be held at Sofitel hotels, offering diverse wine-oriented experiences to guests. The First Master of Wine in Mainland China, Fongyee Walker, has been invited as a guest sommelier. She will conduct wine master classes and participate in opening and closing wine events at Sofitel Wanda Beijing and Sofitel Legend People's Grand Hotel Xian, as well as creating a wine dinner menu with French Chef de Cuisine Fatela Yohan at Heritage French restaurant at Sofitel Wanda Beijing.

Sofitel Kunming will host a “Dining in the dark” event, featuring a creative menu with wines and cocktails, on 28th and 29th October. At Sofitel Nanjing Galaxy, on 14th October, guests will be able to explore the pleasurable experiences hidden in the less familiar world of French organic wines including Gérard Bertrand and Château l'Hospitalet. Customers can also attend “After-work Wine & Saxophone” evenings, savour wine-based cocktails and enjoy gastronomic meals.

Sofitel Wine Days in Greater China will delight guests with a number of other surprises, for the enjoyment of amateurs and aficionados alike!

The complete study 2015 – 2016 « Sofitel Wine Days » is available on request.

Source: Accor Greater China

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