DBR LAFITE DIVERSIFIES ITS DISTRIBUTION NETWORK IN CHINA
By Susan Lewis
Ending eight years of exclusive distribution partnership with Japanese-owned ASC Fine Wines in the Chinese market, DBR Lafite is set to diversify its distribution network with the addition of Pernod Ricard China and two Chinese companies as its distributors in China from 1st July.
Known for its first growth Château Lafite Rothschild in Bordeaux, DBR Lafite runs a wine empire with labels from other French wine regions and seven overseas wineries spreading over three continents.
The revamp involves splitting DBR Lafite’s six brands between four distributors to replace the exclusive partnership with ASC Fine Wines, a subsidiary of Japanese wine and spirits giant Suntory.
Effective from 1st July, Pernod Ricard China will be appointed exclusive distributor of the mid-priced Légende R and SAGA R series, both have significant e-commerce presence in China.
Chinese company Beijing ABA Trading will become exclusive distributor of Bodegas CARO label, a partnership between DBR Lafite and the Catena family in Mendoza.
Also from 1st July, Shanghai Bailian Youan, which is part of the state-owned retailer Bailian Group, will exclusively distribute labels from Château Paradis Casseuil of Entre-Deux-Mers and Château Peyre-Lebade of Haut-Médoc.
ASC Fine Wines, however, will retain the exclusive distribution rights of Viña Los Vascos label from Chile and Domaine d’Aussieres from Languedoc in the Mainland China, Hong Kong and Macau markets.
DBR Lafite said the revamp will allow its multiple brands to achieve “independent and multi-dimensional” development in the fast changing Chinese market.
Jean-Etienne Gourgues, Managing Director of Pernod Ricard China, said they were honoured to be in partnership with DBR Lafite. “Together with them, we are confident in accelerating consumer recruitment and making greater achievements here in China,” said Gourgues.
Yoshi Shibuya, CEO of ASC Fine Wines, said: “DBR Lafite’s Vina Los Vascos and Domaine d’Aussieres produce great wines by great people in great vineyards with terroir of great potential. They are the kind of wines that shine with artisanal brios. We are confident Los Vascos and Domaine d’Aussieres will help ASC to deliver value, quality and DBR Lafite’s tradition of excellence to consumers.”
“We are glad wine consumers in China are becoming more mature. Their needs are getting more diversified. Their quest for quality wines must be acknowledged. This is an exciting time for ASC because as a leading fine wine company, we must and we can satisfy such needs. I look ahead with great optimism,” Shibuya added.
(the writer can be contacted at: SusanLewis@thewinechronicle.com)
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