The Yquem prices might well go into orbit should the chateau's parent company (LVMH) embark on a marketing campaign in China. The campaign, it seems, is already in its planning stages. Decanter recently reported that Chinese authorities have legalised the importation of sweet wines, including Sauternes. This change in regulations opens the way for the sweet wines of Bordeaux (particularly the region's biggest names) to make their mark on brand-conscious Chinese buyers. Director of LVMH, Pierre Lurton, told Decanter that the company has "a good business network in place" in the country, and that it is making plans to market Yquem in China. Is the wine set to be Asia's next big thing?
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