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Lafite puts major investment behind state-of-the art tourism hub

Published:  17 April, 2019

Domaines Barons de Rothschild, owner of Chateau Lafite Rothschild and Duhart-Milon, has invested in a major tourism programme in 2019.

According to the recently appointed CEO and president Jean-Guillaume Prats, construction of a state-of-the art tourist centre began this month – the finished building will include a tasting room and educational centre.

“This year, we started construction of a new hospitality centre at the Duhart-Milon estate – also owned by DBR. It should be ready for harvest 2020,” said Prats.

“My key goal is to foster a greater sense of engagement with our final customers. This has to become fundamental to our business. Bordeaux has, of course, traditionally lacked business to consumer platforms, but this is changing,” said Prats.

The structure, when finished, should be a grandiose addition to the Quatrièmes Crus Classé (Fourth Growth) estate. Prats emphasised the importance of a new ‘school’, which will take visitors through the history and winemaking of Duhart-Milon.

“I have always believed that the moment a company becomes self-satisfied, or complacent, you lose sight of new trends and opportunities in the market. That's not going to be the approach at Lafite,” said Prats.

He added that he wanted consumers to understand that Chateau Lafite had “an open-door policy on visits”.

“Any consumer in the world can email us and we will organise a visit to Lafite. We just need a bit of notice,” he said.