Long Dai : Launch of Château Lafite’s Chinese wine

typelaunch event
locationPenglai (china)
date2019
clientDomaines Barons de Rothschild (Lafite)

Doors accompanied Château Lafite in the launch of its first Chinese vintage: event strategy, communication strategy and press relations with teams in France and China. In collaboration with Activation Liquid.

The grand opening of the Penglai’s Estate (Shandong) and the launch of the Long Dai vintage,19 Septembre 2019.

With 1 200 hectares of their own vineyards, Domaines Barons de Rothschild (Lafite) work with a worldwide network of more than 80 distributors. Ten years after planting their first vines in China, Chinese wine Long Dai is available. The grand opening of the Penglai’s Estate (Shandong) and the launch of the Long Dai vintage took place on the lucky date of September 19, 2019. “We chose this date, on the occasion of Qiu Fen, the mid-autumn festival, to reflect that the estate’s winemaking calendar goes through the 24 seasons in China and the symbolism of the number 9 – a lucky number for vintages in Bordeaux and a symbol of longevity in China.” (Charles Treutenaere, General Manager of the Estate)

In Penglai, we are writing a new chapter in our 150-year-old history as winemakers, and we believe that we have to open our doors to share it. Making wine here is a story of balance between cultures – the local knowledge and traditions of the people of the Qiu Shan Valley, and the timeless winemaking approaches of Lafite. […] This idea of balance was also what we wanted to reflect by establishing a winery that was a contemporary translation of a traditional style of China gray clay bricks, in constant dialogue with the landscape.” (Saskia de Rothschild, Chairwoman, head of the family’s wine estates.)

“Making wine here is a story of balance between cultures – the local knowledge and traditions of the people of the Qiu Shan Valley, and the timeless winemaking approaches of Lafite.”

Saskia de Rothschild
 Chateau-Lafite-LongDai-Opening-19septembre2019-5

The grand opening of the Penglai’s Estate (Shandong) and the launch of the Long Dai vintage,19 Septembre 2019.

 Chateau-Lafite-LongDai-Opening-19septembre2019-1

The grand opening of the Penglai’s Estate (Shandong) and the launch of the Long Dai vintage,19 Septembre 2019.

 Chateau-Lafite-LongDai-Opening-19septembre2019-8

The grand opening of the Penglai’s Estate (Shandong) and the launch of the Long Dai vintage,19 Septembre 2019.

 Chateau-Lafite-LongDai-Opening-19septembre2019-6

The grand opening of the Penglai’s Estate (Shandong) and the launch of the Long Dai vintage,19 Septembre 2019.

 Chateau-Lafite-LongDai-Opening-19septembre2019-7

The grand opening of the Penglai’s Estate (Shandong) and the launch of the Long Dai vintage,19 Septembre 2019.

 Chateau-Lafite-LongDai-Opening-19septembre2019-2

The grand opening of the Penglai’s Estate (Shandong) and the launch of the Long Dai vintage,19 Septembre 2019.

 Chateau-Lafite-LongDai-Opening-19septembre2019-3

The grand opening of the Penglai’s Estate (Shandong) and the launch of the Long Dai vintage,19 Septembre 2019.

 Chateau-Lafite-LongDai-Opening-19septembre2019

The grand opening of the Penglai’s Estate (Shandong) and the launch of the Long Dai vintage,19 Septembre 2019.

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