Embassy Direct had the pleasure of speaking with Premier Cru, a renowned specialist importer and distributor of boutique and exclusive Champagne and fine wines from around the world. Premier Cru is dedicated to enhancing their clients’ wine journey, helping them discover diverse wine styles and refine their taste preferences for various occasions. As the founder and General Manager, the interviewee oversees all operations, from sourcing exceptional wines to delivering bespoke services to clients. In this interview, we delve into Premier Cru’s unique offerings for Embassy Direct members, including exclusive wine sourcing, bespoke tasting experiences, and expert advice on managing wine collections, tailored specifically for diplomatic missions.

  1. Please tell us a little bit about your business and the role you fulfil in the business?  
    Our business is a specialist importer and distributor of boutique & Exclusive Champagne and Fine Wine from all around the world. As such, we focus on accompanying and expanding our clients’ journey to discover wine styles from other countries, and fine tune their own taste preferences around their occasions and moments.
    As founder & General Manager, I oversee the whole operation from wine sourcing to servicing clients.
  2. What services are you able to offer fellow Embassy Direct members?
    Our services revolve around 4 main pillars:

    • Import & Distribution of introduction, boutique and prestigious wines from around the world (400 references in our current selections)
    • On-demand sourcing of rare wines (specific vintages, occasions, unicorn wines, etc)
    • Bespoke tasting experiences (dedicated wine or luxury experiences) crafted around occasions
    • Specialist advise on managing collections (Professional wine storage in Johannesburg, wine investment, etc.)
  3. Why should the diplomatic missions engage with your business?
    We can offer diplomatic missions the following

    • Tailored experiences to present the wines from their countries
    • Exclusive presentations for high level occasions
    • Wine and Champagne sourcing for their requirements
  4. How has business been in 2024 and what is the forecast for the rest of the year?
    Business has continued to grow healthily for the first part of the year, as we will look into the year end peak season in full strength. We have been also focused on relocating to our new offices geared for growth, as well as setting up our new Private client’s wine storage operations.