Abstract

On April 13th of 2012, Frederic Engerer, Chateau Latour’s managing director, and his team triggered a huge earthquake in the Bordeaux wine industry (France) and in the world by completely revolutionizing the sales system: they announced their will to abandon the ‘Primeurs’ system, unique sales & distribution channel and strategy for all ranked Chateaux in Bordeaux since the 1970s. As a result, consumers won’t be able to find the 2012 vintage on the market before at least 10 years. Chateau Latour will release its wines only when they are ready to drink, exploiting their outstanding ageing potential and delivering customers with wines that are experiencing a phase of perfect maturity.

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