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Home > News > Events > Charm offensive for Vignobles André Lurton red wines in the USA
17 May 2016

Charm offensive for Vignobles André Lurton red wines in the USA

Vignobles André Lurton recently joined forces with our traditional US importer, Deutsch Family Wine & Spirits, for a charm offensive to increase awareness of our red wines on the American market.

Bill Deutsch and Michel Rolland

Bill Deutsch and Michel Rolland...

This took place in New York. Presenting our wines in the best possible way called for someone highly-qualified and well-known. And who better to fit the bill than Michel Rolland, who has been Vignobles André Lurton's red wine consultant for nearly 4 years?  He accepted to act as ambassador for our red wines for several days, and was accompanied by our export sales team: Laurent Bélisaire, Export Manager, and Fanny Van de Velde, our new sales representative in charge of the American market.

Visiting a liquor store in New York with Michel Rolland

Visiting a liquor store in New York with Michel Rolland.

The operation took place over two very full days.

The first day, the 20th of April, was devoted to meeting various distributors working with our importer.

This involved tastings of red Château La Louvière (1986, 2010 and 2012 ), and red Château Bonnet Réserve (2012 and 2014), a visit to a well-known liquor store (Ambassador Wines & Spirits) in New York, and lunch with other liquor store owners at the Bistro Moderne, which was exclusively reserved for the occasion.

2)	Tasting at the University Club in New York

Tasting at the University Club in New York with Michel Rolland and Laurent Bélisaire, Export Manager of Vignobles André Lurton.

Michel Rolland presented the wines, spoke of his meeting André Lurton, and said a few words about the 2015 vintage, which is particularly successful and on everyone's lips the past few weeks. The visits continued at night, including meeting the chef and sommelier of the select University Club…

The 21st of April was just as full of events, with a series of presentations, mostly to the media. A wonderful place was chosen for this:  Daniel, a prestigious gastronomic 2-star restaurant run by Chef Daniel Boulud. He prepared a special meal tailor-made to accompany our wines.  Bill Deutsch attended and greeted the journalists with a long speech.  

Michel Rolland described his partnership with Vignobles André Lurton and the major effort made over the past few years on behalf of quality in the vineyards and cellars of both Château La Louvière and Château Bonnet. He also spoke of in-depth modernisation, the introduction of vinification intégrale (a patented method of red grape barrel fermentation), and the progress that has shown through in the red wines since the new programme has gone into effect.

Michel Rolland and Bill Deutsch at lunch chez Daniel (Chef Daniel Boulud) in New York

Michel Rolland and Bill Deutsch at lunch chez Daniel (Chef Daniel Boulud) in New York.

Thirty journalists from the wine media (Wine Spectator, Wine Enthusiast, Food Republic, and Wine Review Online) as well as freelance journalists attended this tasting lunch.  Chef Daniel Boulud’s dishes were perfectly matched with the wines. Michel Rolland made sure to speak to people at each table and was glad to answer everyone's questions.

lobster salad

The magical décor, the wonderful marriage of wine and food, and the convivial atmosphere were just a few of the reasons why this was such a great event.
After lunch, Michel Rolland devoted part of the afternoon to an interview by blogger Anatoli Levine (Talk-A-Vino focusing on wine, food, and the good life in general…).
This charm offensive unquestionably needs to continue in order to enhance the image of our red wines on the all-important US market.

America drinks more wine than any other country, but Bordeaux faces strong competition from domestic wines, as well as ones form the New World (Chile, Australia, etc.) and other traditional wine-producing countries (Italy, etc.).


Here is some feedback in the American media about this event:

verre rouge

An article by Sarah Lehman, a sommelier, editor, and creator of a very popular website, "Somm in the City":
Read: "Newly Released Lurton Wines!"

verre rouge

An article by Wanda Mann, whose "Black Dress Traveler" blog is devoted to wine and fine cuisine:
Read : "Sipping with a Legend: Michel Rolland and the Bordeaux Wines of André Lurton"

verre rouge

An article by Anatoli Levine, sommelier, wine lover, and blogger (Talk-A-Vino \ Wine food and life):
Read: "One on one with winemaker: Michel Rolland"

verre rouge

An article by Marisa D’Vari, blogger (blog "A Wine Story"):
Read: "Lunch with Michael Rolland Featuring Vignobles Andre Lurton"

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