{"id":23749,"date":"2022-03-21T00:00:00","date_gmt":"2022-03-21T00:00:00","guid":{"rendered":"https:\/\/insidelaplace.rcassocies.com\/2022\/03\/21\/inside-la-place-the-new-strategy-of-yquem\/"},"modified":"2022-03-21T00:00:00","modified_gmt":"2022-03-21T00:00:00","slug":"inside-la-place-the-new-strategy-of-yquem","status":"publish","type":"post","link":"https:\/\/insidelaplace.rcassocies.com\/en\/2022\/03\/21\/inside-la-place-the-new-strategy-of-yquem\/","title":{"rendered":"Inside La Place – The new strategy of Yquem"},"content":{"rendered":"

Mathieu Jullien (left)<\/h2>\n

Marketing & Sales Director<\/p>\n

Lorenzo Pasquini (right)<\/h2>\n

Estate Manager<\/p>\n

Met by Gerda at the Ch\u00e2teau<\/p>\n

Ch\u00e2teau d’Yquem<\/strong><\/h2>\n

1st Grand Cru Sup\u00e9rieur Class\u00e9 en 1855<\/p>\n

Sauternes<\/p>\n

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Gerda:\u00a0<\/strong><\/span>I was able to interview Lorenzo Pasquini, Estate Manager, and Mathieu Jullien, Marketing and Sales Director at LVMH Exceptional Wines, before the release of Ch\u00e2teau d’Yquem 2019, scheduled for March 22nd, 2022.<\/span><\/p>\n

Whenever I walk through the doors of Ch\u00e2teau d’Yquem, I always get a little shiver. Is it my love for this appellation or this magical place that provokes it…? Certainly a mixture of both! I can say that I was wonderfully welcomed that day at the Ch\u00e2teau, not only by the sun shining in my glass but also by a fascinating conversation with two wines, Sauternes and Yquem lovers.<\/p>\n

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Gerda: Tell us about you…<\/em><\/strong><\/span><\/p>\n

Lorenzo PASQUINI<\/strong>: I am originally from Italy. I started in my family vineyard in Tuscany, then I moved to Argentina and finally arrived in Bordeaux. I am passionate about wine and deeply in love with the beauty of the product and what it conveys.\u00a0<\/span><\/p>\n

Mathieu JULLIEN<\/strong>: I am the son of a winemaker from the South, precisely in the C\u00f4tes du Rh\u00f4ne. I was professionally trained by the English. Indeed, I started my career in the British Wine Trade. Today I am Sales and Marketing Director of LVMH Vins d’Exception, which includes the Group’s major wine estates: Ch\u00e2teau Cheval-Blanc, Ch\u00e2teau d’Yquem, Clos des Lambrays, and Colgin Cellars.<\/span><\/p>\n

Gerda:\u00a0What are the main challenges you personally face, in the practice of your work?<\/em><\/span><\/strong><\/p>\n

LP<\/strong>: The climatic changes.\u00a0There are more and more excesses: either too much water or too much aridity. We are in organic conversion and we have to protect and perpetuate the vines.<\/span><\/p>\n

LP and MJ<\/strong>: We have a new challenge for which a new strategy has been prepared to create desire and emotion for the customers. Ch\u00e2teau d’Yquem has the capacity to charm every generation and adapt to all palates. Already bottled, it has a magnificent expression and great drinkability. There is always a positive reaction when customers drink Yquem.\u00a0<\/span><\/p>\n

Our main question is:\u00a0How can we enable everyone to taste Ch\u00e2teau d’Yquem once in their lives? To facilitate this meeting between the magic of Yquem 2019<\/strong> and customers, we have put in place certain actions before the launch in March:\u00a0<\/span><\/p>\n

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