Global Vintner Francois Lurton Aims For Bigger U.S. Presence

Global winemaker Francois Lurton opened his own U.S. importer, Pardela USA, in 2020 amid the pandemic, and as a result faced challenges out of the gate. A few years on, however, Lurton tells SND the company is gaining traction and has plenty of opportunity for expansion. The Pardela portfolio is led by the Les Fumées Blanches brand from France’s Gascony region, which specializes in Sauvignon Blanc, one of the best-performing areas of the wine category.

Lurton produces over a half-million cases of Les Fumées Blanches annually. Currently only a small fraction of the total makes its way to the U.S., but the brand is making steady gains, Lurton says, as Pardela adds new distributors around the country. The core Les Fumées Blanches Sauvignon Blanc retails at around $15, and is joined by an orange wine at $19, a Sauvignon Gris Rosé ($15), and Domaine de Les Fumées Blanches Sauvignon Blanc ($25).

Pardela’s French lineup also includes Mas Janeil from Roussillon. From Spain, the Hermanos Lurton label features offerings from DO Toro and DO Rueda, while Lurton’s Argentina brand Bodega Piedras Negra includes Malbec, Cabernet Sauvignon, Pinot Gris, and Pinot Gris Rosado bottlings, along with the flagship Los Chacayes ($120). The company is active in spirits as well, importing Lurton’s Sorgin gin and Récapet Armagnac.

Overall, Lurton sees prospects for the U.S. imported wine market as improving after a “very tough year” in 2023, when “importers and distributors all wanted to reduce their assortment” and cull their inventories. Aided by slower rates of inflation, the market appears to be opening up more this year, with buyer interest in new offerings trending higher, he says.—Daniel Marsteller

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