DBR eyes Asia’s millennials

Domaines Barons de Rothschild (Lafite) has launched its updated Légende range to the Asia market, specifically targeted towards the millennial category.

The Légende collection covers three Bordeaux appellations: Médoc, Saint-Emilion and Pauillac with the addition of Bordeaux Rouge and Bordeaux Blanc and have been released with new label designs to appeal to Asia’s growing young wine consumer market.

The production of the wines is supervised by Domaine Barons de Rothschild’s (DBR) oenologist, Diane Flamand and the Asia launch follows the release in North America and Germany in spring and the rest of the world in summer of this year.

Michel Negrier, DBR’s export director commented on the bottles’ suitability for Asia’s growing market of younger wine consumers “who represent a growing and dynamic category of wine lovers.

“They look for authenticity, quality, and seek the reassurance of a respected brand name from the owner of Chateau Lafite,” he said.

“The new labels, designed in a more refined style, are easy to understand and combine tradition and modernity. Each label has its own visual identity to differentiate the appellations, while retaining a consistent look across the range. The new labels strong identity re-inforce the Légende brand as the benchmark brand of the premium generic Bordeaux.”