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Home > News > Events > A trip revolving around Vinexpo Asia-Pacific
21 Jul 2014

A trip revolving around Vinexpo Asia-Pacific

The Hong-Kong Convention Center was once again the venue for a major biennial Asian event for wine professionals from around the world: Vinexpo Asia-Pacific.

According to both organisers and participants, and despite the less-than-ideal economic context, the 2014 exhibition was very successful, with some 16,800 visitors from throughout Asia. This was an increase of 6.4% compared to 2012. 1,300 exhibitors (from 34 different countries) took part. 500 were from France, including Vignobles André Lurton, who took advantage of the occasion to participate in various special events both at the exhibition and outside it... 

Vinexpo Asia-Pacific lasted three days, during which we promoted our entire range of wines and welcomed many visitors to our stand. This was an ideal opportunity for our sales representatives to meet faithful clients from various Asian countries (China, of course, but also Korea, Taiwan, Hong Kong, and Japan) and to make worthwhile and very promising new contacts. There were a number of special events too: tastings organised by the Grand Cercle des Vins de Bordeaux and the Union des Grands Crus de Bordeaux, as well as event exclusively showcasing Lurton family wines, etc.

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On 29 May, a lunch with our partner Telford Hong Kong featured a talk and tutored tasting by Vincent Cruège, the Vignobles André Lurton Head Oenologist.

Michel Rolland Vinexpo Hong Kong 2014

He explained the firm's "grand cru" policy recently introduced at our two Pessac-Léognan estates (Châteaux La Louvière and Couhins-Lurton) to a very attentive audience of journalists, distributors, etc. One of the key features of this is the arrival of the famous winemaking consultant Michel Rolland for Vignobles André Lurton's red wines.

Michel Rolland came in person to explain his strategy and involvement in this quality-oriented project. He also gave advice about matching food and wine.

Once the lunch was over, guests were invited to attend a series of tasting workshops where, among other themes, they were able to compare two vintages of white Château La Louvière (an older vintage versus a more recent one) or the 2000 and 2009 vintages of red Divinus from Château Bonnet.

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Dégustation Wine House

On Saturday 31 May, Herlry Wan, Managing Director of our importer, Wine House Ltd, organised a Winemaker's Dinner, at which our wines were highlighted. The thirty guests consisted essentially of sommeliers, journalists, and other opinion leaders who all belong to the Hong Kong Sommelier Association (Nelson Chow, president). This has over 300 members, two thirds of whom are wine professionals.  Participants were able to test their knowledge and experience at a blind tasting of wines from Château de Cruzeau.

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A few days later, our team went to South Korea, where the programme was every bit as full and well organised. The wines of Pessac-Léognan are still relatively little-known in this country, so some major promotional work was in order. A press conference was thus held, along with tasting workshops. These were attended by major journalists, including ones from the Chosun Ilbo, one of South Korea's major newspapers. Korean consumers are anxious to learn about the culture and philosophy of wine.

A-Young dinner

Taking advantage of the André Lurton team's presence, Mrs Lee, Marketing Director for our importers, A-Young, planned several comparative tastings in the framework of the Winenara Academy (set up by A-Young to train sommeliers). Sixty very interested and motivated students participated in these tastings, which were followed by a dinner at which the wine and food matches had been carefully planned. This meal also provided an occasion for Mr Buyn (Managing Director of A-Young and a great fan of Vignobles André Lurton wines) to serve old vintages such as 2007 white Château de Cruzeau, 2000 white Château La Louvière, and 1995 red Château de Cruzeau... A memorable experience for the fifty participants!

Lotté

Sturia, who produce caviar from Aquitaine and are a frequent partner at Vignobles André Lurton promotional events, also took part in the tasting at Lotté (a Korean department store), where thirty people were able to appreciate matching our wines (red Couhins-Lurton, red Rochemorin, etc.) with caviar. Other tastings of this type were also held in Korea.

It is interesting to note that Korean cooking is not very different from French cuisine.  While spicy, it is much less strongly-flavoured than Chinese cuisine. The raw materials and ingredients are always of the highest quality and the dishes go extremely well with our wines. 

 For instance, our white Pessac-Léognan wines are an ideal match with local fare and its surprisingly subtle overtones of hazelnut and curry...

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A trip to Japan was also part of the team's grand Asian tour. Our Export Direct Laurent Bélisaire spent a week there, during which he met with our importers, Pieroth Japan. Various promotional activities were likewise organized in this country: tasting workshops held not only to motivate the sales force, but also to promote the image of our wines directly to Japanese consumers. 

Vinexpo Asia-Pacific thus provided our team with a host of great opportunities to highlight our wines on several markets, all very different in terms of culture and cuisine.

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