A liaison in Lille
A liaison in Lille: Strengthening Our Franco-British Wine Partnership
Last week we had the pleasure of travelling to Lille in the North of France to visit the headquarters of our valued wine distribution associates. As their exclusive UK partner it was a great opportunity to expand our working relationship with a bit of face to face time. We also got the chance to see our wines on the shelves of French retail stores and gain fresh insight into how our brands are performing in their original market.
Our portfolio includes three distinct French domaines: Rémy Lefevre, Villa Louise, and Louise D’Artois. Each one offers something unique—from refined Burgundian reds to classy Provencal roses to crisp and refreshing whites from the Loire valley. This trip gave us a valuable window into how French consumers engage with our wines in the real world at retail.
A Warm Welcome in the Heart of Lille
After a short Eurostar over from St Pancras we found ourselves in the heart of northern France a stone’s throw from Belgium and the English channel. From the moment we arrived our hosts went above and beyond to make us feel welcome. The headquarters itself is an impressive blend of tradition and modern efficiency, housed in a historic building that has been beautifully adapted to meet the needs of a rapidly growing dynamic wine business. Over coffee and croissants (bien sur!) we met with key members of their team from logistics to finance to sales and marketing. We discussed everything from upcoming vintages to cross-market promotions to the most important trends in European wine production and consumption.
It was inspiring to see how much pride they take in distributing our wines, and it reaffirmed the shared values that underpin our partnership: a commitment to quality, a passion for good terroir, and a belief that wine is about more than just a bottle of alcoholic grape juice—it’s about telling a story and the people who help it on its way from vineyard to glass.
Hitting the High Street: Retail Store Visits
One of the most informative aspects of our visit was the retail tour. Over the course of two days we visited seven different stores in and around the city of Lille where our wines are currently stocked. These ranged from smaller boutique wine merchants to much larger scale retail outlets - each offering its own customer demographic and sales approach on how to target them.
Seeing Rémy Lefevre, Villa Louise, and Louise D’Artois featured in real-world settings was incredibly valuable. We observed how each Domaine was positioned, the shelf arrangements, and how they stood out—or in some cases, blended in—among competitors.
For example, Rémy Lefevre with its elegant Pinot Noir reds and the stylised labels tended to attract the attention of customers looking for something refined and classical. We discussed how adjusting label visibility and signage could enhance its appeal even further, especially in stores with higher footfall.
Villa Louise known for its high quality and sophisticated Provencal rosés with a variety of different bottle brands within it - seemed to resonate well in shops with a younger and more urban clientele. There’s clear potential to strengthen its presence through seasonal displays, particularly as we head into the summer months when demand for lighter wines naturally increases.
Meanwhile, Louise D’Artois, with its more refreshing and modern presentation found its stride in more upscale settings. We talked with shop staff about customer feedback and discovered that many buyers also found themselves drawn to the historical references in the branding—a nod to its French heritage and timeless elegance.
Learning and Collaboration
What stood out most from the retail visits was the collaborative spirit between the distributor, retailers, and us as a UK partner. Store managers were generous with their insights, offering honest feedback about what works and where there’s room for growth. It was a reminder that wine buying is often an emotional, sensory experience—and that positioning, presentation, and storytelling all play pivotal roles.
We returned to headquarters to share our findings and brainstorm strategies. Among the ideas discussed were in-store tasting events, enhanced point-of-sale materials, and more tailored shelf talkers to distinguish each brand’s personality. There’s also a growing appetite for digital integration, including QR codes linking to tasting notes or pairing suggestions—a small but effective way to educate and engage customers.
An Evening to Remember
No trip to Lille would be complete without good food and great wine—and our hosts certainly delivered. We were treated to a beautifully curated dinner that showcased the best of northern French cuisine, paired (naturally) with our own wines. It was a perfect opportunity to toast to the success of our partnership and reflect on the road ahead.
There’s something special about sharing a meal with the people you work with—especially when that meal includes your own wine, served proudly on French soil!
Looking Ahead
Our visit to Lille was more than a business trip—it was a reaffirmation of our shared vision and a powerful reminder of why we do what we do. We left with a deeper understanding of our brands’ position in the French market, a notebook full of ideas, and renewed energy to bring those insights back to our customers in the UK.
The wine world thrives on relationships, and this trip strengthened ours in every sense. As we look to the future, we’re excited about building on this momentum, launching new initiatives, and continuing to grow the presence of Rémy Lefevre, Villa Louise, and Louise D’Artois—on both sides of the Channel. A la prochaine!
