Château d’Yquem postpones 2019 release as part of ‘ambitious strategy’

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This month’s release of Château d’Yquem 2019 has been postponed until March next year as the famous sweet wine “enters a new chapter” and embarks on an “ambitious strategy”, according to CEO Pierre Lurton.

In a letter sent to the drinks business this morning, Lurton said that he was beginning “to roll out” a “plan to shine the lights of Yquem”, noting that the “vision is simple: leverage Yquem’s unique assets, its unparalleled ability to charm every consumer, wine experts and non-wine drinkers alike.”

As part of this, Lurton said that “one of the first steps” would see the “postponement” of the release of Château d’Yquem 2019, which will take place in March 2022 instead of September 2021.

Explaining the decision, he wrote, “Not only will this allow us to optimise the ‘élevage’ of the 2019 vintage, it will also give us the opportunity to work intensely with our partners in our key markets and roll out our marketing campaign in the first months of 2022, as the build-up to the commercial release.”

Meanwhile, he revealed that Y d’Yquem 2020, the property’s dry white wine, will for the first time this year be released on its own on Tuesday 21 September.

Characterised by the earliest harvest on records, he added that Y 2020 is “defined by its high quality and scarcity.”

Continuing, he noted, “With only about half a normal crop, we have decided to release 95% of the production which we already know will unlikely be enough to satisfy the demand.

Commenting generally on the changes, which he said formed part of an “ambitious strategy”, he said that they would be implemented with the help of new additions to the team: commercial director Mathieu Jullien and technical director Lorenzo Pasquini, who both joined a year ago, and are working to support the existing senior members of the team, including the maître de chai Sandrine Garbay.

Concluding, he wrote, “I am very excited about the opening of this new chapter for Château d’Yquem and I am convinced that together we will make it a success.”

Information from The Drinks Business

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