Export volume sales in 2012 rose from 20,534 hectolitres the previous year to 30,295 hl (+47.5 percent) and from 9.64 million euros to 13.51 million (+41 percent) The volume surge was driven by markets such as China (+30 percent) the United States (+22 percent), the Netherlands (+19 percent), Belgium (+14 percent), the United Kingdom (+10 percent) and Germany (+5 percent), with similar increases in value sales. Despite a drop in imports for the second year running, Canada is still Cahors’ largest export market. The region’s wine marketing board UIVC is hoping to reverse the trend this year by promoting the appellation in provinces other than its stronghold of Quebec. It will be using the marketing strapline ‘Cahors Malbec, Cahors, the French Malbec’ and the wines will be positioned as a complementary range to Argentinean Malbec. The board’s strong marketing drive in the United States is starting to pay off and the US is now Cahors’ second-largest export market. Press relations and an aggressive ‘Cahors Malbec Tours’ campaign are at the heart of the marketing initiative and over the next three years, the marketing board predicts that the US will rank on a par with Canada. The third target market – China – is also expected to rise to the same level over the next five years through press relations, participation at Vinexpo Hong Kong, the Cahors Malbec Académie, buyers’ trips and the release of a book.