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LV launches wines for Chinese market

  • Staff Reporter
  • 2012-11-19
  • 15:07 (GMT+8)
The window of a Louis Vuitton shop. (File photo/CNS)

The window of a Louis Vuitton shop. (File photo/CNS)

French fashion house Louis Vuitton launched a range of wines, XLV, which have been tailored to the taste of Chinese customers. The fashion house has launched the wines in Hong Kong and been selling through local online retailer yeswine.com.

The website offers a range of XLV wines from HK$360 (US$46) -a bottle XLV Ventoux 2010 to XLV Paui Ilac 2007, which was priced at HK$2,450 (US$316) per bottle, according to Want Daily, our Chinese-language sister newspaper.

The wine was named after the fifth generation of the design house Xavier-Louis Vuitton and made with grapes grown in the regions of Bordeaux, Champaign and the southern part of the Rhone Valley. The Vuitton family owned a wine estate in Vaucluse.

Quentin-Louis, the son of the owner of the estate, said he is very familiar with the flavor that Asian consumers like since he has made several trips to the region. The Vuitton family partnered with the estate's manager Gael Vachet, aiming to produce fruity, smooth and less sour wines to appeal to the Chinese consumer, according to LV's research cited in our Chinese-language sister newspaper Want Daily.

Tommy Wong, who is in charge of the distribution of the XLV wines, said the participation of the French fashion house helped the wine build a reputation in China. The Chinese market has been marred by many counterfeit products but the LV brand can earn the trust of customers.

The French fashion house also chose to launch the wine in Hong Kong instead of China since the special administration is the center of Asian's wine market, according to Wong. It will focus on producing wines from "prestigious wine region of France." Although some people showed interests in wines producing from Cote Roite region, but its development will take two to five years, said Quentin-Louis, according to Want Daily.

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