Elodie Chabot, DBR APAC Marketing Manager Interview
Lejend al Sauterne, First Launch in Korea and One Other Country
Sweet Wine Pairing Well with Spicy Korean Food
Key Korean Market... "Continued Expansion of Market Lineup"
"'Les Legendes R' is a wine that condenses the know-how and techniques accumulated over six generations of producing Grand Cru wines from the delicate and elegant Lafite, allowing anyone to comfortably enjoy it with meals."
Elodie Chabot, Asia-Pacific Marketing Manager of Domains Barons de Rothschild Lafite (DBR), who visited Korea to launch 'Les Legendes R Sauternes,' emphasized in an interview with Asia Economy on the 18th that the goal of the Les Legendes R series is to enable everyone?from beginners to wine enthusiasts?to experience the essence of French Bordeaux wines at a reasonable price.
DBR is one of France's leading wine producers, owning several estates including 'Ch?teau Lafite Rothschild,' one of the five great Bordeaux ch?teaux, as well as 'Ch?teau Duhart-Milon,' 'Ch?teau Rabaud-Promis,' and 'Ch?teau Rieussec.' In particular, Ch?teau Lafite Rothschild is regarded as the most prestigious winery among the Premier Grand Cru Class? 1st growth ch?teaux. However, its high reputation comes with a high price, making it difficult to access. The Les Legendes R brand was launched with the goal of presenting wines that represent the unique characteristics of each Bordeaux sub-region at a reasonable price while preserving Lafite's elegant character.
Manager Chabot explained, "Les Legendes R is a brand first introduced in 1995 with the motto 'Bordeaux for everyone,' aiming to show that Bordeaux's terroirs have distinct personalities depending on the sub-region. Since its purpose is to introduce Bordeaux wines comfortably to the public, it was created to allow consumers to understand the typical character of each region and to be wines ready to drink immediately." So far, five types have been released, including Pauillac, M?doc, and Saint-?milion, and with the launch of Sauternes, the lineup has expanded to six.
The newly introduced Les Legendes R Sauternes is the first product to be launched in Korea and China. The direct reason for importing it was the scarcity of good-quality Sauternes wines at reasonable prices in Korea. Manager Chabot said, "Les Legendes R Sauternes pairs well with spicy Korean dishes and chicken dishes, and the high level of understanding of Sauternes among Korean consumers was also a factor in choosing Korea as a launch market."
Les Legendes R Sauternes is a noble rot wine made by blending 80% S?millon and 20% Sauvignon Blanc. Noble rot wines are made from grapes affected by noble rot, which causes moisture loss and extreme concentration of sugar and acidity, resulting in a smooth texture and luxurious sweetness. The grapes are hand-harvested individually, leading to limited production. For this wine, 30% of the pressed grape juice is aged in concrete tanks, and the remaining 70% is aged in oak barrels to develop the wine's structure and aging potential.
Manager Chabot also reiterated that DBR and the wine industry are paying close attention to the growth of the Korean wine market. He said, "It is encouraging that, after COVID-19, more people in Korea are enjoying wine at home with meals, similar to Europe. Although the market has experienced some fluctuations due to recent economic downturns, wine is gradually becoming a staple for Korean consumers, so we see it as a market with long-term growth potential." He added, "DBR also regards Korea as a key market and plans to continue introducing various wines in the future."
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