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Altaya Group Announces Brand Refresh, New Shops for Retail Collection of Region-themed Wine Shops

August 13, 2014 Food & Beverage No Comments Email Email

Altaya Group has refreshed its brand of wine retail shops, unveiling the new monikerwine etcin line with its exciting new shop openings in Central and Happy Valley.

Formally known as etc wine shops, wine etc will continue the legacy of catering to Hong Kong’s sophisticated wine connoisseurs with its unique region-themed stores. Since opening in 2011, wine etc has been recognised as a leader in the wine retail market, with exclusive offerings from the image007most sought after French wine districts. Growing to four shops by September this year, the brand continues to endear, tease and cultivate its customers.

“The branding for each shop will be updated to encompass the new name, refreshing and streamlining the image of the brand as we launch into this next phase of our development,” says Estelle Fuselier, Brand Manager at Altaya Group. “The popular and hugely successful region-based theme of the retail shops will remain at the core of the brand, and each shop will continue to focus on supplying the best wines available from one specific region, dedicating relatively 60% of its space to the theme, even though the region will no longer be part of the shop name.”

wine etc focuses primarily on three of France’s most sought after wine producing regions, with over 2,500+ wine and champagne labels held throughout their climate controlled retail locations. It also covariantly features other notable or related regions.

Bordeaux is the focus of the new shop at Entertainment Building opening in this month; a relocation from the Causeway Bay address that will be closing end of August. The shop carries 1,200 premium labels from France’s most well-known wine region including vintages ranging from 1869 to 2011.

image008Burgundy takes centre stage at the Pedder Building shop and at a brand new location in Happy Valley, set to open its doors in September. Over 2,000 labels of exclusive Burgundy fine and rare vintages, spanning over 90 years, are available. The oldest selection is an 1919 vintage.

Champagne is the region of celebration at wine etc at Lyndhurst Terrace. There are over 250 champagne labels, with half of the range selected from grower champagne houses, including a rare Pol Roger Brut 1921 (disgorged in 1977). 

Paulo Pong, Founder and Managing Director of Altaya Group says: “The success of the region-themed wine store concept has been fantastic. Hong Kongers are sophisticated wine buyers that understand regional wines and actively search for specific labels and blends that suit their palate. The success of the concept is that it allows our customers to explore a larger range of region-specific wines from boutique suppliers and exclusive vintages. On the back of this success, we are excited to be further developing the brand with exciting new door openings in Central and Happy Valley.”

etc’s mission to ‘endear’, ‘tease’ and ‘cultivate’ is seen through the dedication to education, knowledge and sharing of the international team of sommeliers, who host year-round tasting event, master classes and wine tours for customers. wine etc has been awarded 2012 Best New Wine Concept by TimeOut Hong Kong and nominated as honoree in the Best of Year Interior Design Awards. Chief Sommelier, Mathieu Marc Pouchan, was recognised as one of the top ten sommeliers in Hong Kong by The Drinks Business in 2014.

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