In 2024, French wine production is facing a significant decline, with Burgundy bracing for a 35% reduction in yields. This presents unprecedented challenges for Louis Latour, one of the region's most historic wineries, now led by its new CEO, Florent Latour.
Founded in 1797, the house holds a unique legacy as the largest owner of Grand Cru sites in Burgundy. However, severe frosts, hailstorms, and heavy September rains have drastically reduced this year’s yield. “Compared to full vintages like 2022 and 2023, we’re looking at around 30% of a full vintage,” Latour said, highlighting the vineyard’s battle to salvage quality from a challenging season.
A Fragmented Vintage Across Burgundy’s Vineyards
The complexity of Burgundy's terroir has had a pronounced impact on the vintage, with different areas experiencing varied levels of hardship. Chablis has been significantly affected, while regions like Macon Village and Pouilly-Fuissé have fared relatively better. “You’ll see fewer bottles of Corton Charlemagne and Côte de Nuits this year,” Latour noted, “but we’ll still have a decent amount of Meursault and Bâtard-Montrachet.” To ensure quality, the winery doubled or even tripled its labor force for grape selection, aiming to maintain high standards despite reduced quantities.
Leadership Transition: Florent Latour’s Vision
Florent Latour stepped into the CEO role in 2022, following the sudden passing of his brother, Louis-Fabrice Latour. While Florent’s roots are firmly in Burgundy, his professional background in the tech industry—after founding a successful U.S.-based tech company—brings a fresh approach to the winery’s management. His strategic focus has been on fostering direct communication across teams, a hallmark of the tech industry that he has adapted for the winery.
Export Strategy and a Renewed Focus on China
With 80% of Louis Latour’s sales coming from international markets, exports are critical. Top markets include the U.S., U.K., and Japan, and Latour has plans to expand in Asia, with an emphasis on adapting to the evolving Chinese market. “In the next 12 to 18 months, we’re rethinking our approach to China,” he said, aiming to connect with the cultural intricacies that make the market unique. Asian markets already account for a quarter of Louis Latour’s exports, and Latour hopes to increase this to one-third.
Tech-Driven Management Practices at Louis Latour
Florent has introduced practices from his tech career to the family winery. “In tech, we run small-scale trials to gather data before committing to changes. We’re testing that now with labels, corks, and bottles. We try things out on a small scale, gather feedback, then make data-driven decisions,” Latour said. This agile, experimental approach allows the winery to innovate without disrupting its longstanding traditions.
Sustainability as a Quality Imperative
For Latour, sustainability and quality are inseparable. The winery has made strides toward organic certification and is implementing methods that contribute to environmental sustainability while enhancing wine quality. They use rainwater for vineyard treatments, which is chlorine-free and beneficial for maintaining the vines' health. Composting practices mix organic materials with local manure, creating a natural fertilizer that nourishes the vineyard and minimizes waste. “Sustainability works best when it aligns with quality,” Latour emphasized. In addition, the winery preserves the biodiversity of the Corton hill, allowing natural pest control through the habitat’s bird population.
Balancing Continuity and Innovation
As the 11th generation of the Latour family to oversee the winery, Florent has embraced both tradition and innovation. With a dedication to maintaining the house’s legacy, he has spent a considerable amount of time visiting clients and markets worldwide, reinforcing relationships. “Continuity is essential, but so is ambition. We’re committed to evolving while respecting our roots,” he said.
Despite the difficulties of 2024, Florent Latour is navigating Louis Latour through what could be one of Burgundy’s most challenging vintages in half a century. By combining tradition, sustainable practices, and innovative management, he aims to maintain Louis Latour’s high standards and adapt to a changing global wine market. The winery’s response to the challenges of this vintage will likely shape its direction for years to come, reaffirming its resilience and dedication to quality.
Source: Vino-Joy