Maison Louis Jadot aims to boost the success of its wines in China by promoting its village Burgundy wines, in the hope that brand-loyal consumers will climb the ladder towards its Premiers and Grands Crus. ASC Fine Wines, the exclusive importer and distributor of Louis Jadot wines in China, launched a series of winemaker dinners and tastings to promote the Burgundy producer among Chinese consumers and sommeliers. Held in Shanghai and Chengdu, Frédéric Barnier, chief winemaker of Louis Jadot, was present to explain the maison’s strategy to cracking into the Chinese market. Barnier argued that amid a global downturn in wine consumption, ”regional Bourgogne wines could serve as a gateway for new wine enthusiasts, fostering a lasting affection for Burgundy”. He highlighted a generational shift in wine consumption, with today’s younger consumers favouring lighter, less alcoholic options. “The young people are looking for something more easy, casual, for different occasions. And for us at Jadot, we have to convince them that there is an accessible part to Burgundy.” Makoto Nagae, CEO of ASC Fine Wines, a subsidiary of the Suntory Group, agreed that “amid a backdrop of economic slowdown, generally, consumers are increasingly value-conscious, seeking wines that offer both quality and affordability”. He told db: “In our case, Louis Jadot’s regional and village wines are finding particular appeal among discerning Chinese consumers, offering a blend of quality and value that resonates in today’s market.” Founded by Louis Henry Denis Jadot in 1859, the Jadot family’s first vineyard purchase was the Beaune
This Article was originally published on The Drink Business - Wine
