Beyond Vineyards’: How Château La Coste is carving its own path in the UK market

As the trade seeks partnership over transaction, Château La Coste made the bold move this year of bringing UK distribution into its own hands. db finds out how the DIY approach is paying dividends.

Looking after a key export market is a tough job. Looking after such a market when your production spans two continents is even tougher. For many, the strategy would therefore be clean-cut: outsource as much of the work as you can.

Unusually, Château la Coste has chosen the opposite. After many years in the UK market working with partner importer-distributors, it has now taken that work in-house. With the creation of Château la Coste UK this year, it offers direct distribution across all channels without relying on third-party partners.

“The decision really came from a desire to have greater control over how the Château La Coste story is told in the UK,” explains UK Director Daniel Story. “Our name goes beyond vineyards alone: we are focused on sustainability, craftsmanship, art and hospitality and felt that bringing distribution in-house would allow us to communicate that more authentically and consistently.”

In fact, Château La Coste is communicating a three-part narrative. Each of the company’s projects bears its hallmarks – organic production and a keen interest in art and design – they are markedly different endeavours.

Château La Coste is the original estate; it makes quintessentially southern French wines in the rolling hills northwest of Aix-en-Provence and is biodynamically certified by Demeter. NOOH by La Coste is its offshoot employing the same sustainable and quality-led ethos to make dealcoholised wines. La Coste de Los Andes, as the name suggests, transposes Château La Coste’s winemaking expertise to Uco Valley in Mendoza, Argentina.

Bringing the UK distribution of all three in-house was certainly a substantial commitment. Yet Château La Coste UK is quickly seeing the benefits, as it uses the platform to grow in the UK.

Telling the story

Central to the decision has been the idea that Château La Coste UK can tell its own story. It can craft its own narrative and explore it with new partners, rather than everything being left to a third party.

That is particularly important because the three projects are not just winemaking endeavours; they come as a portfolio with its own clear identity.

The two winemaking hubs are very different. You could not mistake the garrigue and lavender-coated hills of Provence for Mendoza’s vineyard rows butting against the Andes. Yet the winemaking approach is similar. It begins with organic viticulture (as well as biodynamics in Provence) which trusts the land and sustains it. There is another common thread of exacting plot selection, whether in the Mediterranean hills or the high-altitude plateau.

Each has also expanded beyond winemaking, reflecting Château La Coste’s longstanding focus on art and design. And in both locations there are trails of contemporary works, including pieces by Damien Hirst and Tracey Emin. In Provence, there are also spaces designed by Richard Rogers, Frank Gehry and Oscar Niemeyer, as well as galleries for temporary exhibitions.

The opportunity to speak directly to customers is a great strength, as these narratives are integral to Château La Coste UK. Indeed, whether it is a business partnership or a direct sale (the company has set up a direct-to-consumer website in the UK), it is seen as welcoming them to the family.

“For us, that means creating genuine long-term partnerships rather than purely transactional relationships,” says Daniel. “We want our customers and partners to feel connected to the wider Château La Coste world and to know the team personally, from the ownership to the winemakers at the estate.”

“That might mean spending more time educating teams, collaborating on activations, hosting visits to Provence or Mendoza, or simply having closer day-to-day dialogue. We see our partners as ambassadors for the brand, so it’s important that they feel personally invested in what we’re building in the UK and beyond.”

Targeted growth

The other dividend of the new system has been a precise focus of where Château La Coste wants to see the wines. It is never possible, even in a perfect partnership, to move exactly in-step with a distributor. By bringing the UK market in-house Château La Coste UK is ensuring that the listings match the growth strategy.

In particular, as customers become more discerning in their expectations of famous wine regions, Château La Coste UK is targeting premium venues and retailers: luxury hotels, fine dining restaurants and independent wine shops.

Even in a short space, the results have been impressive, with wines from across the portfolio in top venues around the UK.

Among its hotel listings are the Firmdale Hotel group (behind establishments such as Ham Yard Hotel and The Soho Hotel) and Doyle Hotel Collection (owners of The Bloomsbury Hotel and The Marylebone Hotel, among others). Its wines are also served at Brown’s Hotel, the oldest in London.

Its restaurant listings, meanwhile, include by-the-glass pours at La Petite Maison, The Devonshire and The River Cafe.

As its presence in the UK builds, Château La Coste UK is able to turn to the future. With such a strong narrative behind the company – in winemaking certainly, but also in sustainability, art and design – it is making plans to bring the wines to even more consumers.

Daniel confirms: “There’s a huge amount of momentum behind the business right now. We’re excited to continue expanding our presence in some of the UK’s best hotels, restaurants and independent retailers, while also developing our wider distribution strategy across the country. Later this year, we plan to grow the team so that we can continue expanding our customer base while maintaining the high level of service that’s so important to us.”

As for the product range, both Château La Coste’s artistic connections and its winemaking expertise are creating new ways of reaching customers.

“We have two exciting wine launches planned for this year,” Daniel enthuses. “The first, created in partnership with a prominent British artist, is a great example of how wine and art can intersect authentically for us. Later in the year, we’ll also introduce a small-production, single-vineyard range showcasing some of the best vineyard sites at Château La Coste.”

It amounts to an exciting time for the company, particularly as the UK is an incredibly important market. Indeed, the distribution outfit has highlighted just how much opportunity there is for the taking.

“Most importantly,” summarises Daniel, “having our own UK distribution platform gives us the freedom to grow strategically and build lasting relationships with customers who truly connect with the brand.”

To speak with Château La Coste UK directly please email – [email protected]

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