If you ever thought, even for a split second, that the producer of the world’s most sought-after Bordeaux is concerned about a drop in sales in the Middle Kingdom, think again. No other bottle captures the imagination (and those deep pockets) of Chinese consumers like Chateau Lafite Rothschild. And no one tells the story of his company better than the ever so distinguished Michel Negrier, export director of Domaines Barons de Rothschild (Lafite). Passionate about wine, among other things, he had plenty to say about DBR’s past, present and future.
What does Domaines Barons de Rothschild Lafite represent?
It’s not only a French wine brand; it represents true quality and the spirit and culture of winemaking. In addition, it also represents a long family history. DBR (Lafite) is a Rothschild family company. Since 1868, five generations of Rothschild have followed one another at the head of Château Lafite Rothschild, the cornerstone of the group.
Who have you partnered up with in China to strengthen your presence?
We’ve partnered up with ASC Fine Wines in China to strengthen our presence since January 1, 2011. ASC Fine Wines is China’s leading fine wine importer and distributor, with over 1,000 team members across Chinese mainland, Hong Kong and Macau. Legendary wine critic Robert M. Parker, Jr. has described it as “China’s greatest fine wine importer.”
The wine consumption in China is getting much more rational
The brand has been buoyed by record demand for your flagship wine, Chateau Lafite Rothschild. What further steps have you taken to expand your market presence?
In order to expand our market and offer wine enthusiasts the possibility to drink accessible, good quality wines with an immediate appeal, not only in China, but also for the global market, we have included wines from the vineyards of Viña Los Vascos (Chile), Bodegas Caro (Argentina), Château d’Aussières (Languedoc, South of France) and the Collection wines (Légende, Saga, Réserve Spéciale and Sélection Prestige). This was inspired by the desire to develop a varied range and to share our passion for wine with a wider audience.
And for China, as we put great value on its wine market, in 2008 we committed ourselves to a major project: the creation of a vineyard in the Penglai region with our partner CITIC. This is an ambitious project for which all of our teams have demonstrated a great deal of enthusiasm. The wines produced from this vineyard will naturally be intended primarily for the Chinese market.
What is the growth potential and challenges that you feel 2015 will bring?
Due to the influence of the China government since the end of 2012, the current wine industry of ‘expensive’ wines has decreased slightly. But we are glad to see that there are more and more real wine consumers and lovers in China. Rather than choosing wine as a gift, they now prefer to share and drink wines regularly at different occasions. The wine consumption in China is getting much more rational.
What steps are you taking to reach out to more consumers to prevent the rampant counterfeiting of your brands in China?
We want to inform our customers that they must ensure that their wines come from a good source. Wines should be bought from an accredited supermarket, wine shop, hotels or restaurant.
All our wines in China can be sourced from our exclusive wine distributor in China: ASC Fine Wines, and come with an anti-counterfeit label on each bottle, so you can be assured of its authenticity. The eight-digit unique QR code ensures every bottle of ASC imported wine is traceable from importation to customer delivery. The QR codes are available for consumers to scan using their mobile phones with or without the official ASC app. The QR code will display to consumers basic product information and specific bottle tracking history.
What tips would you give to an amateur wine collector?
There are no special rules when it comes to collecting wine. Learn or take references from some professional wine guides, either from books or the Internet. Try to taste different wines if you have the chance. The most important aspect is to find your own interest in wines, and then follow your heart to select a wine with the flavor you prefer. Pair it with some delicate food and drink it with a friend or two. That is what wine is all about.
What are you drinking right now?
I’m drinking Château Paradis Casseuil, also a Chateau product in Bordeaux under DBR (Lafite) group. This vintage uses the traditional methods of Bordeaux to produce a tipple that expresses a finesse and elegance typical of great Bordeaux. Bottled in the early autumn, it leaves a taste of freshness, deep fruity characteristics and light oaky flavors.
.jpg)
.jpg)
0 User Comments