ASC Fine Wines, the exclusive importer and distributor of Louis Jadot wines in China, has embarked on a campaign to introduce Burgundy wines to Chinese consumers and sommeliers through a series of winemaker dinners and tastings.
Conducted in Shanghai and Chengdu, these events featured Frédéric Barnier, chief winemaker of Louis Jadot, who elucidated the maison’s strategy for penetrating the Chinese market.
Barnier posited that amidst a global decline in wine consumption, “regional Bourgogne wines could serve as a gateway for new wine enthusiasts, cultivating a lasting affinity for Burgundy.” He underscored a shift in wine consumption among younger demographics, who lean towards lighter, less alcoholic options. “The younger generation seeks something more approachable and versatile for various occasions. It’s our task at Jadot to persuade them of Burgundy’s accessible facet.”
Makoto Nagae, CEO of ASC Fine Wines, a subsidiary of the Suntory Group, concurred that “amidst an economic slowdown, consumers increasingly prioritize value, seeking wines offering both quality and affordability.” He remarked, “Louis Jadot’s regional and village wines resonate particularly well with discerning Chinese consumers, blending quality and value in today’s market.”
Established by Louis Henry Denis Jadot in 1859, the maison now produces 800,000 cases annually, ranging from regional wines to esteemed Grand Crus. Barnier accentuated the value and accessibility of Louis Jadot’s offerings, including Macon Village and Chalonnaise, stating, “We’ve invested significantly in producing exceptional Macon Village, Bourgogne-Chalonnaise, and Beaujolais wines.”
The objective is to introduce consumers to the brand through village wines, progressing to Premier Crus, and ultimately, Grand Crus. Barnier likened this journey to dating, explaining, “It’s akin to a first date with Burgundy. The goal is to arrange another.”
Nagae emphasized the dominance of brands in China’s wine market, remarking, “Brand recognition significantly influences Chinese wine consumption, encompassing producers, regions, and grape varieties.” He noted the rising popularity of Burgundy among Chinese consumers and anticipated that moderating Bourgogne prices and favorable vintages would attract more Chinese wine enthusiasts.
Barnier expressed optimism about the Chinese market’s potential, highlighting the importance of strategic partnerships like that with ASC in educating consumers about Burgundy’s diversity. “We are expanding our wine range in collaboration with ASC teams, and I believe we are making significant progress,” he concluded.
