Chateau d’Yquem will be offered by the glass at a select number of restaurants and bistros across Paris, Monaco and the French Alps.
Yquem…by the glass
Pierre Lurton, director of the renowned Sauternes estate told Decanter.com, the idea was similar to that used by Champagne houses in recent years, ‘where a consumer can choose a moment of celebration without having to purchase the whole bottle.’
Castel Paris, the legendary Parisian nightclub, is one of the bistros working with d’Yquem.
Xavier Legrand, the club’s general manager, is offering Yquem at €50 per glass.
‘We have had several young clients trying the wine, who have heard of Yquem but who would never normally drink this style of wine – or have only tried cheaper examples of Sauternes. Most often, a glass is chosen to accompany an entrée at the start of the meal, or as a drink in the club after dinner.’
If successful, Lurton plans to extend the strategy to restaurants in London, New York and Hong Kong. ‘We hope to present Yquem in a fresh style, and in doing so create new ambassadors for the wine.’
Written by Jane Anson in Bordeaux