When Moët Hennessy unveils its latest top-end wine to its leading international clients next month, it will not be inviting guests to Bordeaux or even to Burgundy. Instead, they will arrive at the French embassy in China.
Ao Yun, as the powerful red is called, is grown, produced and bottled in Adong, an area perched 2,600m above sea level on the edge of the Tibetan plateau in one of the remotest places on Earth.
MH, part of French luxury conglomerate LVMH and owner of brands such as Dom Pérignon, Krug and Château d’Yquem, is targeting the international crowd as much as the Chinese market with the wine, priced at €300 a bottle.
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