Les Domaines Paul Mas has proudly debuted its first ever travel retail exclusive wine range – Astelia – at the Tax Free World Association (TFWA) Asia Pacific Exhibition & Conference in Singapore. The launch marks a significant milestone as the Astelia range enters the Asia Pacific travel retail market, poised to captivate connoisseurs in the region with its unique blend of tradition and innovation.

The Astelia range is positioned to disrupt with its paradoxical elements and bold French irreverence. These wines embody the essence of ‘Rural Luxury’, offering authenticity and exceptional quality rooted in the rich heritage and terroir of the Languedoc region. The Astelia
range, curated by visionary winemaker Jean-Claude Mas, represents a perfect marriage of time honoured winemaking expertise and the winery’s pioneering spirit.

Jean-Claude Mas, Owner of Domaines Paul Mas, commented: “Like the Super Tuscans, I created a Grand Occitan range intended to highlight the unique character of Languedoc wines, by making vintages from grape varieties that marry the worlds of Appellations of Origin and that of protected indications, linking tradition and modernity to create great wines. Languedoc is a set of micro terroirs that the Astelia range expresses through plots which, although neighbouring, have different soils, humidity, exposure and altitude so that each of them perfectly accommodates a Chardonnay, a Cabernet Sauvignon, a Syrah and a Grenache. I have selected our best plots to create unique cuvées that harmonise with the land, capturing the essence of each terroir.”

The Astelia travel retail exclusive range includes three wines: Astelia Grangette 111, Chardonnay; Astelia Tannes 122, Cabernet Sauvignon; and Astelia Chalamat 178, Syrah Grenache. Each bottle  highlights the unique characteristics of the vineyard by featuring a geological map of its plot, with the numbers 111, 122, and 178 representing the altitude of each vineyard plot. These vines are planted within a radius of 2km, emphasising the paradoxical elements of a diverse yet harmonious terroir in the region.

The launch also features The Masterpiece and Limited-Edition ranges. The Masterpiece, a collaboration with artist Christophe Heymann (or ‘CHAP’), comprises 30 unique, hand-painted Daum crystal bottles, each a one-of-a-kind art piece and collector’s item. The Limited-Edition replicas allow more customers to collect and enjoy these exquisite designs at a lower price point.

Jean-Claude Mas added: “Whether it is sculptures, paintings or wine, the link is art – the art of making creations that stimulate emotions and take us to new discoveries, notably the world of the Great Wines of Languedoc.”

Tailored to various destinations, the travel retail exclusive wines can also feature a Sense of Place sleeve, adorned with ornate illustrations inspired by each location’s cultural richness, transforming every gift box into a bespoke reflection of its locale. Additionally, the value-added picnic-inspired pack captures the spirit of a French Riviera picnic, offering a taste of the French way of life — epicurean and spontaneous. This pack includes a distinctive jacquard dish towel, showcasing the specific know-how from France’s Midi region, with colours reminiscent of the vivid South of France. This fabric mirrors the quality used in the renowned Paul Mas restaurant, creating a memorable gift offering for discerning consumers.

Phil Sancto, General Manager – APAC at CoLab, said: “As the distributing partner in Asia for the Astelia range, we are very enthusiastic about this launch. The range caters to the increasing demand for premium French wines in the region, where discerning wine consumers will appreciate the blend of tradition and innovation that Astelia embodies.”

Kévin Florès, Export Manager for the Asia Market at Domaines Paul Mas, added: “We are thrilled to introduce the Astelia range first in travel retail Asia, a market which plays a strategic and significant role for us. These are old world wines with a new world attitude, and each bottle tells the story of its unique terroir and our commitment to outstanding winemaking practices. By launching exclusively in travel retail, we aim to provide travellers with an unparalleled wine experience that captures the essence of French luxury and rural charm.”