CHÂTEAU D’ESCLANS Sacha Lichine “Considering the Profile of the Next Generation of Wine Lovers” “The wine world is facing challenges that, as we all know, are related to broader problems related to consumer demand and the wide variety of wines and other beverages penetrating the wine market. Conscious drinking has reduced consumption (anti-alcohol sentiment), and interest in high-quality ready-to-drink beverages, particularly in North America, has contributed to this situation. In addition, wine itself is expensive (high inflation), especially among those who don’t have the income to afford it regularly. The rise in cannabis use has also affected the situation. Long-standing wine consumers, the so-called wine lovers, are getting older and drinking less. Those with a wine cellar with extensive stocks are storing their bottles, so they neither open nor consume them, which exacerbates the overall problem.

Distribution is crucial for us and has contributed significantly to the expansion of the Côtes de Provence rosé category. At the same time, we have created a larger and more demanding market through channels such as duty-free and on-trade. Regarding production, the advanced technological approach we introduced in 2006 and expanded in subsequent years has greatly influenced our quality in vineyard management and modern equipment in the cellar. This allows us to maintain the quality of Whispering Angel (while increasing production) and enhance the (gastronomic) profile of the fine wines in the Estate Collection (Château d’Esclans, Les Clans, and Garrus).

The foundation laid over the past decade has set the stage for phenomenal and accelerated growth, culminating in the formation of strategic alliances with LVMH, which acquired a majority stake in the company at the end of 2019. This momentum has now evolved to the point where the group owns the company almost entirely. At the same time, we are working closely with our team to further develop our range of award-winning rosé wines through premium initiatives around the world.

Having built my company over a period of almost twenty years, I will be expanding my horizons into other areas of the beverage industry, notably by currently investing in an emerging mezcal brand called Rosa-Luna and staying connected with lifestyle-related industries, including the creation of the first wine and food fair concept in Switzerland (Gstaad Wine & Food Festival), which will launch as an annual event in 2027. These ventures, along with contacts interested in developing other brands, represent a logical extension of my more than forty-year career in the wine industry. I began in Bordeaux, lived and worked in the United States and Asia, and continued my development in Provence. Education and inspiration go hand in hand.

 As my father, Alexis Lichine, used to say, “The best way to learn is to buy a corkscrew…” Looking ahead, however, it’s clear to me that the next generation of wine lovers will be self-described enthusiasts who come from a different era than my generation. Therefore, producers/suppliers and their key trade partners must take an approach that considers the profile of the next generation of wine lovers and speaks to them in a contemporary way to ensure their affection for wine remains culturally relevant.

Overall, wine will continue to exist, but the route to market must adapt to ensure wine remains both dynamic and desirable, and we must not forget the need for meaningful “liquid to lips” initiatives that give the next generation the opportunity to make wine part of their experience.

WINE IMPULSE

New Zealand Sauvignon Blanc such as Cloudy Bay and rosé champagne. The former is characterized by a highly pleasing flavor profile. In addition, we produced four wines for our first vintage in 2006; today there are seven.

Each wine is based on interesting conceptual thinking and has a backstory that is both insightful and inspiring. When asked which wine I have “discovered” in the last ten years or which has given me an impulse for my work, “The Pale” comes to mind, which was released in 2020. “The Pale” was conceived during the lockdown as an accessible Mediterranean Vin du Pays du Var IGP. It owes its name to its transparent pink color, which has all the characteristics of an authentic Rosé from Provence embodies this. Its brand personality reflects the spirit of the Roaring Twenties, without stiff formalities, making it completely accessible and immediately drinkable.

As an entry-level wine, it is a perfect introduction to the world of quality rosés from the South of France, allowing both younger and price-conscious consumers to enjoy a thoroughly enjoyable glass of wine.

CHÂTEAU D’ESCLANS CÔTES DE PROVENCE CHÂTEAU D’ESCLANS 2024 Château d’Esclans is located in the heart of Provence, northeast of Saint-Tropez, with the Mediterranean Sea as its backdrop. The first mentions of Château d’Esclans date back to Roman times, when it served as an observation post on the Gulf of Fréjus to detect possible maritime incursions early on. Château d’Esclans is an exceptional winery in Provence. It is particularly distinguished by its old Grenache vines, which produce grapes with more concentrated aromas than younger vines.