Chateau Lafite Rothschild to put Chinese Symbol on Bottles
As Wine Portfolio’s episode on Wine in China proved there is a large and ever growing market for fine wine in the Middle Kingdom. The rapidly expanding economy, Chinese love for luxury brands, and a new appreciation for wine (especially French wine) make the market attractive for foreign investment. And Chateau Lafite Rothchild has responded in a big way demonstrating that they understand the direction of the global luxury market for the next 20 years.
A spokesperson for Lafite owner Domaines Barons de Rothschild said Chateau Lafite Rothschild’s 2008 bottle is to feature the Chinese symbol for the figure eight in celebration of the First Growth’s new vineyard venture in China. The symbol reflects Lafite ‘s partnership with CTIC, China’s largest state-owned investment company. The company has acquired 25 hectares in a joint venture on the peninsula of Penglai in Shandong province, an area we featured in our Chinese episode that is said to be China’s Bordeaux.
The spokesperson explained the reasoning for adding the auspices figure to their bottles was to, “remind all those who will have the pleasure of drinking these wines in a few years of this exciting undertaking.”
As Jody and the team saw when we visited Penglai, China is an emerging consumer of wine and wants to be an emerging producer. Lafite clearly gets this.