{"id":23896,"date":"2025-04-04T00:00:00","date_gmt":"2025-04-04T00:00:00","guid":{"rendered":"https:\/\/insidelaplace.rcassocies.com\/2025\/04\/04\/inside-la-place-the-new-lascombes-strategy-back-to-basics\/"},"modified":"2025-04-04T00:00:00","modified_gmt":"2025-04-04T00:00:00","slug":"inside-la-place-the-new-lascombes-strategy-back-to-basics","status":"publish","type":"post","link":"https:\/\/insidelaplace.rcassocies.com\/en\/2025\/04\/04\/inside-la-place-the-new-lascombes-strategy-back-to-basics\/","title":{"rendered":"Inside La Place : “The new Lascombes strategy: Back to basics”"},"content":{"rendered":"

Vincenzo D’Andrea<\/strong><\/span><\/h2>\n

Sales Director<\/h2>\n

Ch\u00e2teau Lascombes<\/strong><\/h2>\n

Margaux\u00a0<\/strong><\/h2>\n

2\u00e8me<\/sup> Grand Cru Class\u00e9 1855<\/strong><\/h2>\n
\n

Gerda:<\/strong> You arrived in Bordeaux in February 2025. Is the commercial challenge of a Cru Class\u00e9 like Lascombes the same as that of Bibi Graetz, where you recently worked?<\/strong><\/p>\n

Vincenzo d’Andrea:\u00a0<\/strong>The global context is exactly the same, and we address the same customers around the world. It’s vital to take the time to understand the commercial aspects of a Second Grand Cru Class\u00e9 with such a long history. My first task is to assess the current situation – the \u201cstate of play\u201d – in order to understand what’s going on today. <\/strong>During my first two months, I haven’t been as proactive in the market as I used to be, preferring to listen and talk to as many people as possible, starting with our main partners, the negociants. Listening is essential to understanding the whole picture. This business has centuries of history, and it’s essential not to change everything overnight without understanding the fundamentals. The great thing is that the current American owner immediately recognized the potential of Ch\u00e2teau Lascombes. With the right ingredients, it can regain the place it truly deserves.<\/p>\n

A strategy based on a return to basics<\/strong><\/em><\/span><\/h2>\n

G:\u00a0Can you tell us about Lascombes new strategy?<\/strong><\/p>\n

Vincenzo:<\/strong> First of all, it’s about going back to our origins. Starting with production, Axel Heinz wants to return to the original terroirs of 1855. To do this, we’re refocusing on our Cabernet Sauvignon vines, planted all around the estate – around 60 hectares out of our total 115 hectares. As for the other acquisitions made over the last 100 years, mainly Merlot, they will be destined for our second wine, Chevalier de Lascombes, with the exception of a small parcel called La C\u00f4te, reserved for an exciting project. The 2022 vintage from this parcel will go on sale at the end of the year. Our main objective is to refocus the quality and production of our wines in line with what the 1855 classification represented.<\/p>\n

A cha<\/span>nge of style and volume<\/strong><\/em><\/span><\/h2>\n

G:\u00a0<\/strong>Will this new strategy impact both the style of Lascombes and the quantity produced?<\/strong><\/p>\n

Vincenzo:\u00a0<\/strong>Yes, starting with the 2024 vintage, Lascombes will change both in terms of winemaking and production. The proportion will be totally reversed. Previously, we produced 70% Lascombes and 30% Chevalier de Lascombes. Now, we’re aiming for complete inversion.<\/span><\/p>\n

G:\u00a0This also implies a radical change in the style of the wine.<\/strong><\/p>\n

Vincenzo:<\/strong> Absolutely. In an in-depth tasting with Axel this morning, we compared the 2023 and 2024 vintages. The 2024 stands out for its remarkable precision: a wine that’s clean, direct and rich in detail. It expresses a magnificent freshness, which was somewhat lacking in previous, often more opulent vintages. In this way, we rediscover a true Margalais style for Lascombes, which had been overshadowed by the winemaking philosophy of the ch\u00e2teau’s former director.<\/p>\n

A strategy well received by the market<\/strong><\/em><\/span><\/h2>\n

G:\u00a0Do you already have an idea of how the market will react to these changes?<\/strong><\/p>\n

Vincenzo:<\/strong> After an initial analysis of the current situation on the Bordeaux marketplace, I travelled to meet the main players in fine wine, both in Europe and Asia. At this stage, it’s essential to be close to the markets, to understand the dynamics and specific needs of each partner. The market’s reaction to the project has been very positive: in Europe, I’ve found a very receptive ground, interest, and strategic partners in key markets, ready to commit and support us in this new development. In Asia, a historic market for Ch\u00e2teau Lascombes, the brand is very strong and well distributed. The objective was therefore to reconnect with the historical players, re-establish a link and plan the next steps. In both cases, I’m very pleased with the feedback we’ve received, both for the 2024 primeur campaign and the 2025 deliverables.<\/p>\n

<\/p>\n

A strategic repositioning<\/strong><\/span><\/h2>\n

G:\u00a0Will the Chinese market remain a priority for Lascombes?<\/strong><\/p>\n

Vincenzo:\u00a0<\/strong>Of course, we’re still interested. But we’re also expanding our strategy in Europe and other strategic markets.<\/p>\n

G:\u00a0Does Bordeaux still play an essential role for Lascombes?<\/strong><\/p>\n

Vincenzo:<\/strong> Yes, but we’re going to work with a smaller number of committed negociants, rather than multiplying opportunistic partnerships.<\/p>\n

Attracting Generation Z to wine<\/strong><\/span><\/h2>\n

G:\u00a0How do you attract Generation Z to wine?<\/strong><\/p>\n

Vincenzo:\u00a0<\/strong>We need to change the way we communicate. Wine is often perceived as a complex and intimidating product. We need to make it more accessible by adopting simple, inclusive language.<\/p>\n

G:\u00a0Do you think wine can be intimidating?<\/strong><\/p>\n

Vincenzo:<\/strong> Yes, especially for younger consumers. We need to make wine more attractive by modernizing our communication while remaining true to our heritage.<\/p>\n

G:\u00a0Can you say a few words about the 2024 vintage?<\/strong><\/p>\n

Vincenzo:<\/strong> The 2024 follows on from the 2022 and 2023 vintages, marking a gradual return to a more precise, elegant style. It’s a measured evolution, in line with our repositioning strategy.<\/p>\n

<\/p>\n

<\/h2>\n

Gerda BEZIADE <\/span><\/span><\/em>has an incredible passion for wine, and possesses a perfect knowledge of Bordeaux acquired within prestigious wine merchants for 25 years. Gerda joins Roland Coiffe &<\/span> Associ\u00e9s<\/span><\/span>\u00a0<\/a>in order to bring you, through “Inside La PLACE”<\/span> more information about the estate we sell.<\/span><\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Inside la Place, discover Ch\u00e2teau Lascombes’ renewed focus on returning to its roots, emphasizing quality and elegance. With a strategic shift to more precise winemaking and authentic terroirs, Lascombes aims to reclaim its prestigious place in Margaux’s history.<\/p>\n","protected":false},"author":3,"featured_media":16830,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[450],"tags":[],"appellation":[1043],"profession":[],"propriete":[1172],"personnalite":[],"class_list":["post-23896","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-property","appellation-margaux-en","propriete-chateau-lascombes-en"],"yoast_head":"\nInside La Place - Ch\u00e2teau Lascombes' Return to Quality<\/title>\n<meta name=\"description\" content=\"Explore Ch\u00e2teau Lascombes' new strategy in our blog article "Inside La Place." 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