Barolo now being sold through Bordeaux

The news that Michele Chiarlo’s Cerequio super-premium Barolo is to be sold through la Place de Bordeaux broadens the range of Italian wines distributed through this virtual marketplace whose Italian focus was previously on Tuscany. 

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Place de la Bourse Bordeaux (Photo: saiko3p/AdobeStock)
Place de la Bourse Bordeaux (Photo: saiko3p/AdobeStock)

Distribution model of “la Place”

La Place, as it is more usually simply known, has existed for around four centuries and reflects the Cartesian model of allocating specific roles to people with specific areas of expertise. Chateaux produced wine; courtiers – brokers – handled its sale to negociants who matured and bottled and sold it – quite possibly to a merchant in Paris or outside France. The model has often been questioned by members of the industry elsewhere who prefer distribution models that allow the producer greater control over where and how their wines are sold.

Supporters of La Place respond that it offers two advantages. First, the network of brokers and hundreds of merchants can offer access to a far broader range of markets than are otherwise available. Second, the cost is surprisingly low. Negociants generally take a margin of 20-25% which includes the courtiers’ 2% commission.

Beyond Bordeaux

Until the late 1990s, the Place was only open to Bordeaux, but the launch of Almaviva as a joint venture by Mouton Rothschild and Concha y Toro brought in a New World wine from Chile. Another joint venture, Opus One, followed in 2004 and then the Super Tuscan Masssetto, five years later.

There are now heading for 80 non-Bordeaux wines on la Place, ranging from the Australian Penfolds Bin 169 to Vin de Constance from South Africa and Bodega Garzòn’s Balesto from Uruguay. French wines include Hommage Jacques Perrin from Chateau Beaucastel and Philipponnat’s Clos des Goisses Champagne.

Exclusivity is not mandatory

It is worth noting that, while all of these wines are sold through la Place, many are also distributed directly in some markets. Customers in Italy, Canada, South Korea and North America, for example will not buy Cerequio via the Bordeaux system.

Prestige is a plus

Success on la Place also depends on producers making the effort to create demand for their wines. It is not a silver bullet for a wine with no reputation. But, of course, this very fact makes being sold through la Place prestigious in itself.

Taking the first Piemonte wine onto la Place, Alberto Chiarlo explains “We want to take global distribution of Cerequio to a new level. It is already distributed in 50 countries worldwide. Now we want to focus on the best and most precise distribution that only la Place can offer us."

 

 

 

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