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Moueix chases those Millennials
After a quarter-century making his Dominus Cabernet Sauvignons in Napa Valley, and more time than that selling Pétrus and his other wines in the US, Christian Moueix is savvy about the American market.
He understands that the average US wine drinker knows little about Bordeaux, not able to distinguish St-Estephe from St Helena, or Pessac-Léognan from Paso Robles. To such a consumer, Bordeaux is Bordeaux (if it registers on the radar at all), without distinctions between districts and styles.
To counter this ignorance – and build business - Moueix has introduced a US-only line of...
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