In modern times, it is heartening to see that we now consume alcoholic beverages, such as wine, not to get drunk but for various reasons like having warm conversations with loved ones, entertaining guests, aiding digestion, and caring for our health. In recent years, wine has shed the misconception of being "something only women drink" and has become widely popular. In this edition, we feature the team at L'Emissaire, a company producing wine that is rapidly gaining popularity. Let's explore the working methods, present activities, and future prospects of this Mongolian-French family business that supplies their wine, made from grapes grown on their estate in Bordeaux, France, to Mongolia.
Although Mongolia is rich in resources, many of its citizens seem to lack access to healthy food, facing issues related to food safety. I came to understand and feel this while working and living in other countries. The solution to these problems, of course, lies in agriculture—that is, growing our own food.
Agriculture is not an easy sector, but if the right methods are applied, opportunities always exist. My family, aiming to master French agricultural techniques and bring wine culture to Mongolia, as well as to develop agriculture and slightly increase the availability of healthy food on store shelves, purchased four estates with a total of 70 hectares of vineyards in the Bordeaux region of France in 2022. One of these estates, the Larteau Chateau, dates back to 1766. Our family is continuing this centuries-old tradition. Although we had experience drinking wine, making it ourselves was entirely new, requiring us to learn a great deal. After much learning, we officially began offering wine from our vineyards to Mongolians last fall.
DISTINCTION
Firstly, a direct price. Since the product comes directly from the manufacturer to the consumer without any middleman, known as a wholesaler, involved. Although wine consumption is common in France on a daily basis, its presence in Mongolia serves as an integral part of the intermediary services provided by this wholesaler group.
Secondly, producer-consumer relationship. We directly deliver our products to end consumers, enabling us to directly interact with them, listen to their feedback, and enhance our future business operations. Additionally, each product we sell is manufactured by us, ensuring that consumers receive superior quality and value for their money.
Lastly, brand image. Our aim is not solely to sell wine but to establish a culture of wine consumption in Mongolia, contributing to the development of the country's wine industry and promoting local production.
WHAT IS L'EMISSAIRE?
"L'Emissaire" is a term that we've chosen specifically for our Mongolian audience. It's the name we've given to our brand for its introduction. The name "L'Emissaire" (pronounced as "Le-miss-air") is derived from the French word meaning "The Emissary."
The diplomatic relations between Mongolia and France trace back to the 13th century, starting from the XIII century. During 1253-1255, a Franciscan friar named William of Rubruck was sent from France to the Mongol capital of Karakorum, where he documented his observations of Mongolian customs and traditions, including the Mongolian ruler's lavish lifestyle, the vast Mongolian steppe, the nomadic culture, and the prominence of horsemanship. Such interactions were crucial in fostering diplomatic ties between the two nations, and our company, aiming to introduce French wine culture to Mongolia, has chosen the name "L'Emissaire" to symbolize our role as ambassadors of this cultural exchange.
From our four vineyard estates, we produce a variety of red, white and rose wines. Currently, we are retailing two types of wines in Mongolia: L'Emissaire and Château Sénilhac. All our wines have begun their distribution. Today, the wines from Domaine de L'Emissaire are being imported to ten countries: the UK, Norway, Denmark, the Netherlands, Germany, Belgium, the Czech Republic, Malta, Singapore, and Mongolia. Further plans include exporting to Russia and Kazakhstan, with market research and product promotion activities underway.
The team at L'Emissaire comprises 14 members in France and five in Mongolia. While the French team focuses on production and sales across European markets, the central office in Ulaanbaatar manages brand development and sales in Asia.
In this endeavor, we welcome enthusiasts who share our passion for wine culture and seek to expand our network within Mongolia, collaborating with local distributors, businesses, and organizations to foster mutual growth and success.
