Promotion des Vins d'Alsace en Chine en 2027, 2028 et 2029

The contract timeline indicates that actions should commence on January 1st and conclude on December 31st, 2027, which are the provisional application dates for the CIVA - FAM Convention. The proposal should establish a triennial strategy and implement an action plan for the first year. Additionally, the proposal may include recommendations for actions for the years 2028 and 2029, following the triennial strategy. The contract also mentions an optional tranche for the second and third years.

The core scope of work for this tender involves the promotion and communication of Alsace Wines in China for the years 2027, 2028, and 2029. The tender seeks an agency to execute this program, which is co-financed by the European Union at 50%.

The overall investment is allocated as follows:

• 60% for trade promotion activities, which include a mini-exhibition and training.
• 40% for off-trade and on-trade highlighting, as well as consumer communication.

The Statement of Work summary and core deliverables include:

• Promotion and communication activities: Specifically, communication, public relations (targeting both professionals and consumers), and the general promotion and highlighting of Alsace AOP Wines.
• Target audiences: Primarily young general public consumers (Millennials and Gen'Z), wine enthusiasts, and casual buyers, alongside "trade" professionals (distribution, retail) and media. A particular emphasis is placed on stimulating the motivation of "trade" actors.
• Strategic planning: The chosen agency must establish a three-year strategy and detail an action plan for the first year (2027), with actions commencing on January 1st and concluding on December 31st, 2027.
• Budgeting: The proposal must include a budget itemized by action, clearly separating fees from technical costs.
• Optional future recommendations: The proposal may also include global recommendations for actions in 2028 and 2029, consistent with the proposed three-year strategy.
• Compliance: All proposed actions must comply with the regulatory framework for EU co-financing, specifically Article 58, point 1, k) of Regulation (UE) 2021-2115, which covers public relations, promotion, or advertising actions emphasizing the high standards of EU products.