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Los Vascos confident of ‘potential for development’ in Hong Kong wine market
Los Vascos managing director Philippe Rolet tells the drinks business about the Chilean winery’s success in Hong Kong with the help of importer and distributor ASC Fine Wines.
Chilean winery Los Vascos, part of the Domaines Barons Rothschild (Lafite) stable, chose Hong Kong as the first market for its inaugural organic range, Chagual, which will be distributed by ASC Fine Wines.
The organic range Chagual will launch in Hong Kong in early 2024, but ASC Fine Wines has said it is already promoting the wine in Hong Kong by sending samples to major restaurant groups, and has received positive feedback.
The two companies have been in business since 2012 – a “long and firm relationship”, according to Rolet, and Hong Kong remains a major market for Los Vascos.
“Presently, it stands up as our third market worldwide. According to Chile export metrics, Los Vascos is the first Chilean wine in the market,” he said.
A Frenchman now living in Chile, Rolet first moved to South America in 2002 and took over as managing director of Los Vascos in 2020.
He said that for Hong Kong wine consumers in particular, a sense of place is key. “My understanding is that they seek for an identity, a wine that reflects the terroir it was produced from. In the case of Los Vascos, the consumer also values the awareness of a traditional wine family,” he noted.
Hong Kong has been “open and enthusiastic” about recent developments in the producer’s range, including newly-launched Cromas and the new image and label of its icon wine Le Dix.
Chagual is the latest launch, and highlights the producer’s commitment to organic viticulture.
“Organic production is a strategic move for the estate that was initiated in 2011. Today, half of our vineyards are either organic certificated or in transition. It is part of our wider sustainable vision. We are glad to show those new wines through ASC Fine Wines,” he said.
Rolet says Los Vascos continues to have “confidence in the market and its potential for development”, highlighted by the fact that regional manager Elodie Chabot is based in Hong Kong.