French family wine group AdVini has expressed high ambitions for its expansive range of wines after it struck a partnership recently with wine & spirits agency Duty Free Global (DFG). The partners aim to expand the AdVini footprint across travel retail markets where it currently has limited presence.
The brand owner’s strengths in the channel lie mainly in Europe, where it has a strong presence with Lagardère Travel Retail and Gebr. Heinemann from airports to border stores. It is also seeing expansion in Middle East markets with ambitions to grow further in Asia Pacific and the Americas.
During a vertical tasting of key expressions at last week’s TFWA Asia Pacific show, AdVini Asia-Pacific Sales Manager Luc Jalenques said: “We have great products but distribution in travel retail is not that simple. You need a great partner to sell, especially in markets where you have less of a presence. So we are delighted to work with Barry Geoghegan and his team.”
Explaining the rationale for the partnership from a Duty Free Global viewpoint, Founder Barry Geoghegan said: “We have been waiting on the right partner from Bordeaux and in AdVini we have found them. What we get is not only quality but consistency of price that we can talk to the retailer about. The open market price fluctuations make it very difficult normally to have a consistent conversation.
“Having this agreement with a long-term established player also allows us to build the brands and give operators support regardless of how the latest season has turned out, and that makes it very focused for travel retail. It means we can establish a long-term commitment to Bordeaux supply in this market.”
The partnership covers AdVini’s global brands from Bordeaux and Rhône Valley, as well as other regions in the South of France such as Provence and Languedoc-Roussillon, and major brands from AdVini’s South African wine offer.
The tasting for media partners at TFWA Asia Pacific was titled ‘Revealing the terroir wines: Bordeaux versus Rhône’. It featured flagship expression L’Oratoire des Papes, a renowned estate from the Châteauneuf-du-Pape appellation in the Rhône Valley, known for its elegant and complex wines.
Guests also gained insights into the history and taste profile of Château Patache d’Aux, a Cru Bourgeois Supérieur from the Médoc region. The coach on its label symbolises the three families who have taken over the estate throughout its history, which now produces well-regarded Cabernet Sauvignon-dominant blends known for their structure and aging potential.
The tasting featured the back story about the winemaking styles of these two prestigious French wine regions. Jalenques talked terroir, techniques, traditions and taste, while covering the complexity, elegance and changing nature of wines from these regions amid the impact of global warming.
Founded in 1872, AdVini is an international wine group that combines expertise in winemaking, producing, supply chain and distribution.
