Louis Vuitton family launches wine for the Chinese palate

Louis Vuitton’s founding family has launched XLV, a range of wines specifically tailored to the Chinese palate.

Encompassing wines from the southern Rhône, Bordeaux and Champagne, XLV is named after fifth generation family member Xavier-Louis Vuitton, who owns a wine estate near Apt in the Vaucluse department of France.

Xavier-Louis’ son Quentin-Louis, who has taken on the role of cellar master, was at last week’s HKTDC International Wine & Spirits Fair to introduce the range. Describing wine as “a passion I inherited from my father”, he explained: “I made many trips to Asia to understand the Asian palate.”

As a result, the family has worked with business partner and vineyard manager Gael Vachet to create a range that aims to capture the fruit-driven style and softer tannins that Vuitton found appeals to Chinese consumers, who will form the primary initial target market for the XLV wines.

Tommy Wong, who is managing XLV’s distribution explained the appeal of the Vuittons’ close connection to this project. “The family is involved and that is important. In China trust is important – there are many imitations, but this brand can be trusted.”

Although the XLV team emphasised that its project has no connection with the Louis Vuitton brand, which is now owned by LVMH, the popularity of this luxury fashion house in China is likely to provide a useful connection for the Vuitton family in building a following for its wines.

As for the decision to launch the brand in Hong Kong rather than mainland China, Wong highlighted the administrative region’s role as a hub for the Asian wine trade, saying: “If you want to be in the Chinese market, the first step is to be here in Hong Kong.”

While the Ventoux wine is made from the Vuitton estate’s own grapes, the family works with growers for its other wines. These come from fellow southern Rhône appellation Châteauneuf du Pape, the Bordeaux appellations of Pomerol, Pauillac, St Estephe, Pessac and Margaux, and finally Champagne, where the brand has a Grand Cru blanc de blancs from Verzenay.

Currently sold through Hong Kong-based online retailer yeswine.com, prices range from HK$360 (£29) for the XLV Ventoux 2010 up to HK$2,450 (£199) for the XLV Pauillac 2007.

Emphasising a focus on “the most prestigious wine regions of France” Quentin-Louis hinted at future expansion plans for the brand. “People are asking for a Côte Rôtie”, he observed, but indicated that any such extension would be “two to five years” away.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Fine Wine Sales Administrator

Davy's Wine Merchants
London, UK

Content Manager (Maverick Drinks)

ATOM Supplies
London, UK

Graphic Designer (NPD)

ATOM Supplies
Tunbridge Wells, UK

Press Officer

Speciality Drinks
London, UK

UK Private Clients Manager

Ditton Wine Traders
London, UK

London Business Development Manager

Maisons Marques et Domaines UK Ltd

Head of Buying - Spirits

Enotria&Coe
West London, UK

Liquid Production Supervisor

ATOM Supplies
Tonbridge, Kent, UK

Sales Account Manager – Cotswolds

Haynes Hanson & Clark
Gloucestershire, UK

Communications & PR Manager

Bruichladdich
Islay, UK

International Bulk Wine and Spirits Show

London,United Kingdom
26th Feb 2018

Spirited London

London,United Kingdom
15th Mar 2018

Prowein 2018

Dusseldorf,Germany
18th Mar 2018
Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more