Reflection on China's market. Magrez targets Asia market with luxury estate tours

Magrez targets Asia market with luxury estate tours

French wine magnate, Bernard Magrez has launched his exclusive wine tourism experiences to the Asia market in a bid to target China’s wealthy elite.

The historic Château Fombrauge estate in the UNSECO World Heritage appellation of Saint-Émilion.

by Lucy Jenkins


Announced during Vinexpo, the ‘Luxury Wine Experience’ provides guests with exclusive tours and stays around three of Magrez’s four Bordeaux properties, Château Pape Clément in Graves, Château Fombrauge in Saint-Émilion and Château La Tour Carnet in Haut-Médoc as well as his five-star La Grande Maison de Bernard Magrez Hotel which opened in December 2014.


“We take ‘wine tourism’ to a very special, luxurious and emotional new level. As refined Asian world travelers know well, some things in life simply have to be experienced,” said Magrez who was present at Vinexpo with his daughter, Cécile Daquin-Magrez.


Extravagant delights on offer include for the option of arriving by chauffeur-driven Rolls-Royce, Harley Davidson motorbike, or the humble bicycle, picnics in the chateaux gardens, cellar tours, banquets by harp in candlelight, “admiring Bernard Magrez’s collection of vintage cars”, caviar pairings with his wines and trips around the local regions.


Guests can choose to stay in any of the five bedroom suites in Château Pape Clément, Magrez’s Neo-Gothic property dating back to 1252, or in the two suites at Château Fombrauge, in the UNSECO World Heritage appellation of Saint-Émilion.


His third and oldest property, Château La Tour Carnet which has parts dating to the 11^th century features two suites served by a private butler and is one of the few Bordeaux estates with a moat and drawbridge.


Celebrated three-Michelin starred chef, Pierre Gagnaire will also open a restaurant at Magrez’s hotel this coming July.


Born in 1936, Magrez’s portfolio also includes Clos Haut-Peyraguey in Sauternes, Château Malleprat in Pessac-Léognan and Château Moulin d’Ulysse in Listrac-Médoc but he also has a large number of properties in other countries, including Spain, Portugal, Chile, Argentina, Japan, Morocco and California.


Coments of Wines Inform Assessors:


This is a right way to enter China. The unic problem is that the target are only wealthy people.


Common chinese people after years of being closed in his country desires travel and Europe is the highest objective as it can be seen at he experience explained at Exportar productos es exportar una cultura. El caso de China


Origin information: The Drink Business