Maison Louis Latour switches UK distribution to Fells
Burgundy producer Maison Louis Latour has ended years of handling its own UK distribution, appointing John E. Fells as exclusive partner. Vice-President Eléonore Latour tells db why the family made the change.
Maison Louis Latour will join the portfolio of John E. Fells & Sons effective today, 15 September, ending its long-standing practice of managing UK distribution through its own agency.
Founded in 1797, Louis Latour is one of Burgundy’s most historic producers, with holdings in prestigious vineyards including Corton-Charlemagne, Chambertin and Corton Grancey. The family has overseen its own UK distribution for many years through Louis Latour Agencies, but said the time was right to make a change.
Strengthening presence in the UK
Eléonore Latour, vice-president of the family-owned estate, told db the decision was taken to “strengthen its presence and distribution in the UK market”.
“After many years of managing its own distribution through Louis Latour Agencies, the family concluded that working with a specialist distributor with deep market knowledge would allow Louis Latour to widen its distribution network,” she explained.
Florent Latour, president of Maison Louis Latour, said in the original announcement that “the UK has always been a special market for Louis Latour” and that Fells’ commitment to independent producers of premium wines made them “the ideal partner”.
Responding to a shifting market
According to Eléonore Latour, changes in the UK market have played a key role in the family’s decision.
Partner Content
“The UK market has become increasingly complex and competitive in recent years, with more fragmentation across channels and greater demands from both the on-trade and independent merchants,” she told db. “Partnering with a leading distributor enables us to adapt more quickly to these changes and ensure that our wines remain accessible and well supported.”
When considering future options for distribution, the Latour family looked carefully at a range of possibilities. But, Latour said, “Fells stood out due to its reputation for excellence, its portfolio of prestigious family-owned producers, and its strong track record of building long-term partnerships. The cultural fit and shared values were also decisive factors.”
Benefits for UK partners
From today, 15 September, John E. Fells will take on exclusive distribution of Louis Latour wines in the UK, excluding Northern Ireland and the Channel Islands.
Euan Mackay, managing director of Fells, said the partnership was a natural fit: “As a producer with an iconic legacy and a deep-rooted history in Burgundy, Louis Latour perfectly complements our portfolio of family-owned wineries from around the world.”
Latour added that the move would ultimately support customers across the trade: “This move will bring greater support and consistency for independent merchants, the on-trade, and all of Latour’s UK partners. Fells’ expertise and established infrastructure will allow for enhanced service levels, broader reach, and closer collaboration, ultimately benefiting all stakeholders.”
Looking ahead
Under the new arrangement, Louis Latour said its focus would be on “supporting independent merchants, reinforcing the on-trade presence, and ensuring that the brand remains synonymous with quality, heritage, and family tradition”.
“The priority is to continue to grow visibility and strengthen relationships across the UK market,” Latour told db. “We also want to tackle new challenges and convince a new generation to be curious about wine and have increased accessibility to our Bourgogne wines.”
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