Xavier Planty, Manager and co-owner of Château Guiraud*, knows that sauternes only represents 1% of Bordeaux wine sold in bottles and that it is not the major worry of the trade. Contrary to the Sauternes-Barsac AOC, of which French sales represent 75% of sales, Guiraud’s export share reaches 70% of its turnover (deliverable wines).

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With 80% of sales outside of France, including 12% in Asia, Xavier Planty has decided to reinforce exports by appointing Augustin Lacaille as Brand Ambassador and to make the link between production and sales on all markets. Decision was also taken to open an underground bond room warehouse in Shenzhen, in operations since 2011. Logistics are managed by Grand Cru Storage, a subsidiary of the Mitsiu group, in cooperation with Shizun, the warehouse keeper.
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« There is a true passion for sweet wines in China, says Augustin Lacaille. Twice as much of it was drunk as was drunk major red AOC’s during the Hong Kong Wine & Dine and during the International Wine & Spirit Fair which we attended. We are also working on new food and wine matches in several regions, depending on local specialties and with local chefs. We are on a constant standby, in all countries, to get out of the dessert wine image« .
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Chinese consumers understand the idea and they love sweet wines. They are also fond of impulse buying. « Without major intermediaries on the market, we created this warehouse to turn words into action and to assist distributors, who remain very demanding as far as reactivity is concerned« . The strategy is supported by PR events such as the Castle Celebration during the Moon Festival, the second most important event after the Chinese New Year.
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« The idea came from Max Ford, a Hong Kong importer. We receive a hundred guests or so, mainly Chinese living in Bordeaux, with merchants and their clients.
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The event has reinforced our reputation and helped penetrate the sensitive universe of the Chinese customer » adds Augustin Lacaille.
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*Since 2005, with de Robert Peugeot, controlling shareholder, Olivier Bernard and Stephan von Neipperg.
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November 2012
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