Since the beginning of the year, Château Lagrézette – greatly appreciated in Quebec, as Malbec wines ride a tail wind there – is represented by Charton Hobbs.
Jacques de la Giraudière, business manager of the Estate, explains the reasons for this decision and the stakes involved.
Jacques, can you remind us of the special feature in the Quebec market?
In Quebec, the retail wine trade is a government monopoly, exercised through the famous SAQ (French acronym for Quebec Liquor Company). It is SAQ that manages and supplies all the stores where people shop for their wine. It’s easy to understand what is at stake: being referenced by SAQ means large volumes of sales. The Even more so since the Canadian consumer is a connoisseur, well-informed and sensitive to the quality of the products. We thus felt that it was essential for us to be represented locally by a high-performing agent. Early in the year, we entrusted our brand to Charton Hobbs.
Can you specify this role of the agent?
Agents help present wines to SAQ, who decide whether or not to reference them. Moreover, the agent has a more standard role as distributor in the restaurant and catering industry. Under an agreement, the estate gives him exclusive agency rights. In other words, making the right choice is essential: the distributor also becomes a showcase, depending on his trademark portfolio. By choosing Charton Hobbs, which, for over 80 years, has been a major actor and enjoys an excellent reputation, we’re counting on strong collaboration and a shared enthusiasm. . Hopefully the future will prove us right. Finally, as Charton Hobbes is present throughout Canada, we hope they will help us develop in the English-speaking territories.…
Will this reinforcement of your presence in Quebec have an impact on the neighboring US market?
We are obviously present in the USA through our agent in New-York, Fredrick Wildman & Sons. But in North America communication takes place very fluidly. The reinforcement of our presence in Quebec will therefore have a positive impact on our wines, mainly in the Northeastern USA, Massachusetts, New-York, and in all those states that are culturally very close to the “old Europe”.
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