Ch. Latour doesn’t need PR. The Pauillac estate, one of Bordeaux’s five hallowed First Growths, is rightfully revered. But browse Google and there’s an almost eerie absence of stories about what you’d imagine is one of the world’s most storied estates. It can, and does, let its wines do the talking. Sure, when it broke ranks and walked away from en primeur in 2012, there was a flurry of activity – as the wine world rushed to record Latour’s momentous decision. But even then, the news came via a letter to négociants, none of whom were particularly willing to comment on record. There’s been little noise from the estate itself. Even the release of its first vintages since it left en primeur (2012 and 2013, for the Grand Vin, in 2020 and 2021, respectively) didn’t come with the patter of press interviews. It’s hard not to draw comparisons between the style of its wines – powerful, precise and stern – and the team here. Their quiet breeds confidence. The estate has some of the Médoc’s finest terroir. Right next to (just 300m from) the Gironde, the temperature is moderated; this combined with the natural airflow shields them from extreme weather (even in severe frost years such as 2017 or 2021, the damage at Latour has been negligible). But it is the soils – the free-draining gravel layered over sticky blue clay (the latter the same sort as found at Pétrus) – that makes the place truly special. While the property’s reputation stretches back to the 14th century, many pinpoint the moment it was bought by François Pinault in 1993 as pivotal. The billionaire – who currently sits at number 32 on the Forbes list – invested heavily and hired CEO Frédéric Engerer, the man who has in turn led Latour firmly to the front of the pack. Of the 10 most recent vintages of Latour reviewed by the Wine Advocate, four received perfect scores, another two got 98 points. This is a property at the very top of its game. So why the silence? “We are all focused on what we do. When François Pinault bought the estate, when Frédéric Engerer joined as CEO, the aim is to make the best wine possible. That’s the priority,” Jean Garandeau, the property’s Sales and Marketing Director, tells me. “We are not sending tons of press releases,” he says. “We like to communicate with our clients one-to-one.” The face of Latour amongst the trade, Garandeau seems equally mysterious when looking at his digital footprint. He grew up around wine – guaranteed with a Burgundian mother and Bordelais father (“We were used to having good wines and good food at our table,” he tells me). But it was the commercial side that officially drew him, heading off to business school in Paris, before a stint at Moët Hennessy managing the marketing for Krug. He arrived in Bordeaux in 2010, working across Pinault’s straight flush of wine estates (under the Artémis group) – now including Eisele Vineyard, Ch. Grillet, Domaine d’Eugénie, Clos de Tart and, of course, Latour. Unsurprisingly, given the places, the people and bottles involved – it’s a gig he’s happy to keep. The challenge with such pedigree, of course, is how one manages to stay on top. Asking Garandeau, he says: “Never get satisfied by what you are doing.” And it seems there’s no risk of complacency at Latour. Despite the limited drip-feed of information, it is clear that the First Growth is more than happy forging its own path. The property started experimenting with organics in 2007 – “to understand the impact of these methods in a oceanic climate”, Garandeau explains. They picked the most sensitive plots to test the limits of organic viticulture. Almost a decade later, they converted the entire estate, becoming officially certified in 2018. The historic heart of the estate, L’Enclos, is now farmed entirely biodynamically – although they don’t plan to shift the entire 95 hectares to biodynamics. While Garandeau won’t offer any details, there are “lots of experiments – but nothing we are communicating about”. The aim, however, is “to make this place in harmony with its environment”. Since the winery was renovated in 2001, the team has been able to vinify plots individually, allowing a broader palette when it comes to blending. Today, they’re also looking to reduce sulphur – in particular when the grapes first arrive at the winery, feeling it is something that results in fruit of greater purity and complexity. What’s next? “Constantly looking at what could be the solutions of tomorrow to fight against climate change, to introduce even more biodiversity at the estate,” Garandeau says. To find out exactly what those solutions are, we’ll need to wait and see. There’s a clear reluctance to reveal too much. Perhaps of course, it’s because – inevitably – people continue to ask about the shift away from en primeur, the reasons behind it, and whether they feel they made the right choice. So, did they? With only two vintages released under the new system, it’s too soon to say. But, there’s no doubt that demand for Latour remains strong. While Bordeaux properties are holding back and increasing proportion of stock for mature ex-château releases with perfect provenance (and an associated premium), no one – yet – has been bold enough to follow in the First Growth’s footsteps. This month sees the release, or re-release, of a parcel of 2005 Latour – a star-studded vintage that has left critics suitably impressed (Antonio Galloni described the wine as “life-affirming”). It was, in Garandeau’s words, an “easy” growing season – dry and warm but with doses of rain at the appropriate junctures – that produced stunning wine, only on the cusp of its extensive drinking window. “It combines a lot of very top elements. It’s a vintage that has naturally a great backbone, great tannin structure, magic of ripe and quite juicy fruit at the same time… but keeps that wonderful balance,” he says. “It’s definitely in the league of the great vintages we produced in the 20th/21st centuries.” It’s hard to imagine the lure of this fabled stalwart of the fine wine scene fading. Approachability is over-rated – this is a property in it for the long-term. And as anyone lucky enough to have tasted any number of legendary vintages from this estate knows, it’s well worth the wait. Browse all current available listings of Ch. Latour or read more Editorial

Few wine producers are as lauded as Ch. Latour. Ahead of the release of their 2005, Sophie Thorpe attempts to look behind the curtain at the legendary First Growth estate

Looking behind the curtain at legendary First Growth estate Ch. Latour ahead of the release of their 2005 vintage.

Behind the curtain at First Growth Ch. Latour 

Ch. Latour: the power of silence

It is little wonder there has been a veritable tequila gold rush, after celebrity-backed brands have sold in excess of $1bn, and the category continued to report double-digit growth during a global pandemic. This growth wasn’t just at the entry level – as some might expect – as online sales of reposado, añejo and extra añejo soared in tequila’s biggest market, the US. The thirst for premium-and-above tequila falls to 163 certified tequila-producing companies and 8,000 agave producers, which is not as easily sated as some might think when your agricultural product takes years to mature in the ground and in barrel. While category growth is undeniably cause for celebration, artisanal producers like Clase Azul are struggling to meet demand. Production is so time and labour-intensive that, with increasing popularity, Clase Azul is considering an allocation model in the UK, as already employed in other markets. The brand’s distinctive hand-painted decanters take two weeks to produce, made by local artisans from the Mazahuas, in the town of Santa María Canchesdá. Before bottling, the organic, non-genetically modified Blue Weber agave takes nine years before it can be harvested, 72 hours to cook, and the Reposado and Añejo are both aged in ex-Bourbon casks for eight months and 25 months, respectively. Clase Azul Ultra – their top tequila – is aged between five and seven years in ex-Sherry casks, making it a popular choice for whisky lovers. Founder Arturo Lomeli is adamant he doesn’t want to streamline any of this process and compromise on quality. “In terms of the quality," Chantal Serrano (Prestige Account Manager for Spirit Cartel, the company's UK distributor) explains, "if you really want to have real agave quality with all the certifications – organic, non-genetically modified – there’s going to be a point when you are limited.” Clase Azul already has a Mezcal offering that is made from wild, 12-to -15-year-old Cenizo agave which can only be harvested once a year. The Cenizo is slowly roasted using firewood and volcanic rock, then milled by hand using an axe. Next it is fermented using stone piles with red oak and double-distilled using an alembic copper still known as El Viejo.   Premium-and-above tequila has been reporting double-digit growth for the past five years, but some still do not afford it the respect it’s due, according to Serrano. “I think if you told some of the biggest producers of Cognac that you were going to shot it, then I think they will be scandalised. Tequila might not have been aged in a barrel for as long as some whiskies, but the plant had to mature at least on average for five to seven years and, for some producers, like Clase Azul, it is nine years, so appreciate that.”  It is increasingly difficult for producers to have this conversation with consumers when some companies are being forced to cut corners to meet the seemingly unquenchable thirst for all things agave. The use of diffusers to process, in many cases raw, agave piñas so the sugars can be fermented and distilled more quickly has become a popular way of circumventing the challenges. While diffusers are undeniably effective in extracting the potential fermentable sugars – 99% to the traditional brick oven and tahona method’s 70% – the change in flavour profile is not always a favourable one.   “The only objective is to extract as much sugar as they can from the agave,” Serrano laments. “And I can sort of understand why they do it because there is such a huge demand… but you then sacrifice quality.   “Unmatured agave or very young agave is being used in the production of these diffusers. Even some chemicals will be used sometimes. Because of the whole process, certain bitter flavours will be there that ideally need to be removed so you potentially even add some flavours to make it feel like it was a real product.”  For Serrano, the two products are like day and night. “You cannot compare [diffuser products] to a product that has been aged for many years. The producer took the financial risk of having that capital sitting there and waiting for it. It takes a lot of time to create a good product, but that is also the beauty about it.”   The involvement of celebrities in the industry has done wonders, shining a light on the category – but it can also confuse consumers, according to Serrano. “Because Clase Azul is a luxury product, a lot of people think we are just focused on the marketing and the image,” she says. But the company is focused on much more than branding, with a clear commitment to its community.  Clase Azul was set up by Guadalajara-native Arturo Lomeli after he identified a gap in the market for a higher-end tequila to be sipped and savoured, much like a whisky or Cognac. Lomeli favoured the fruitier, sweeter and floral notes a Highland tequila imparts versus the typically peppery, spicy and vegetal notes from the valley (Lowlands). As such, he set up shop in Jésus María, a small town near Arandas – one of the highest points in the Jalisco highlands.  Clase Azul is in esteemed company with a Positive Luxury Butterfly Mark for its sustainable efforts. Glenmorangie, Macallan, Château d'Yquem and other luxury drinks brands boast the same. In addition to reducing its plastic and water use, the decanter can be upcycled, and Clase Azul tries to work with fair labour providers and sub-contractors. “Clase Azul try and implement all these measures with the same aim of giving something back and being a bit more responsible as a brand,” Serrano adds.   Sustainability has become increasingly important as drinkers increasingly consider a brand’s environmental impact as part of their buying decision. While this is something that is encouraged by many producers, it can lead to some slightly less robust claims in the industry, according to Serrano.   “It can be frustrating because some brands might say, ‘Oh we do give back to our community or a charity, or we do one specific action and they think look at us we do a lot of sustainability,’” Serrano says. “Whereas, for me, Clase Azul really embodies these values. Arturo Lomeli, from the start, wanted to give something and be sustainable. It was not just a trend and he thought ‘let me do it’. He’s been doing it almost from the beginning with the brand.”  The demand for aged, sustainable tequila is clear and Clase Azul is well positioned to go toe-to-toe with anybody in a battle of style versus substance.   Discover more about Clase Azul or read more Editorial 

In a world filled with big brands, Clase Azul is a tequila producer looking to do things differently. Holly Motion finds out why the artisan brand is determined for tradition to trump trends

Exploring how the highly collectable artisan tequila Clase Azul is doing things differently by honouring tradition rather than following trends.

Claude Dugat

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Claude Dugat

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