It was not the best timing to start a business in Hong Kong in 2022, amid the Covid-19 lockdown and a wave of business closures. Nevertheless, Pierre Legrandois, the French wine expert, made the bold decision to launch Vinosophy, a wine distribution company with a unique focus on younger winemakers.
“If I offer something exciting, cool, fresh, and new, I will have a chance to succeed,” Legrandois explained, expressing his strong affection for Hong Kong, where he has spent nearly 19 years. “I love the city. I am an opportunist and an optimist, genuinely.”
Now celebrating its third anniversary, Vinosophy reflects Legrandois’ dedication to the wine industry, his keen business acumen, decisiveness, and excellent entrepreneurship. With optimism for his business vision, Legrandois shared his story with Vino Joy News in his small but cozy shared office—a place where his dream began.
How Did It All Start?
Born in Normandy, a non-wine region of France, Legrandois had no family background in wine. “We produced very good food, cheese, and cider, but no wine,” he described his hometown.
He began developing a genuine interest in wine while working at a restaurant at the age of 16. “I was not the most brilliant student in school,” he explained, reflecting on his decision to start working at a young age instead of pursuing higher education. “I just wasn’t good enough and had zero passion.”
Legrandois discovered his passion and talent—qualities he did not find in school—through his catering career, along with a potential for specializing in wine. “My former boss noticed that I enjoyed spending time in the wine cellar,” he recalled.
Being encouraged by his supervisor at that time, Legrandois moved to Paris to study wine at École de Paris des Métiers de la Table, a professional catering training school, and work in a two-star Michelin restaurant at the same time.
After finishing his study program with outstanding results—ranking first in his class and second in France—Legrandois worked at several prestigious restaurants as a sommelier, including Louis XV in Monaco and Sketch in London. Before moving to Hong Kong in 2006, he served as the head sommelier at Spoon by Alain Ducasse in London.
In Hong Kong, Legrandois spent his first three years as the head sommelier at the Mandarin Oriental before transitioning to the wine distribution sector at Links Concept, one of Asia’s Top 50 Wine Importers. Over the course of more than ten years with the company, he progressed from Director of Sales to General Manager.
After spending 20 years in the wine industry and more than a decade in Hong Kong, where he got married and had two children, Legrandois decided to create something of his own. “I wanted to do something more unique and niche, so I decided to set up Vinosophy in January 2022,” he said.
Vinosophy
With deep-rooted personal connections to Hong Kong, the hometown of his wife, Legrandois values the private clientele in this mature wine market for their deep understanding and passion. “They are not only purchasing for collection and showing off; they frequently share and open wines,” Legrandois noted.
Recognizing a group of individuals in the city whose interests align with his vision to deliver fine wines with a niche focus, Legrandois was confident that Vinosophy could succeed even in challenging times.
Leveraging his sommelier network in Paris, the world’s wine capital, and London, another prominent wine-consuming city, Legrandois was attuned to the latest trends among new-generation winemakers active in both locations. Introducing these emerging wineries to Hong Kong, a tax-free wine trading hub and consumption market in Asia, presents a valuable opportunity for the younger generation.
Wineries partnering with Vinosophy must be independent, family-owned establishments with fewer than 25,000 bottles of annual production. Additionally, Legrandois prefers to work with economically sustainable wineries, which may not necessarily be organic or biodynamic, but should adhere to eco-friendly practices.
Under his criteria, Vinosophy collaborates with approximately 35 wineries in France, spanning regions such as Champagne, Burgundy, Loire Valley, Rhone Valley, Provence, Corsica, and Bordeaux. The company also plans to include Domaine Muxin (木杺酒莊) from Yunnan, China, as its first non-French winery, which is expected to launch after the Chinese New Year.
“We are small, and I want to keep it that way,” said Legrandois. Like its winery partners, Vinosophy operates on a small scale, with around five members, including himself and his wife. “I don’t want to be the biggest distributor in Hong Kong; I want to be the best among the pool.”
Maintaining a focus on the high-end segment, the majority of Vinosophy’s offerings are priced between HKD 500 and 2,000 (US$ 64.23 to US$ 256.94) per bottle, with some options available at higher prices.
In addition to wine distribution, Vinosophy offers a range of services, including event organization for private and corporate clients, custom sommelier services, wine consultancy, storage, and shipping. Legrandois concluded that maintaining proximity to clients is crucial for Vinosophy’s business operations, which is achieved by providing tailor-made services.
Is Hong Kong Getting Its Mojo Back?
After the Covid-19 pandemic, Hong Kong’s catering industry did not enter the anticipated recovery period; instead, it plunged into an even deeper downturn. As lockdown measures were lifted, people who had been confined in the city for three years eagerly traveled, not only to popular global tourist destinations but also to nearby Shenzhen for budget-friendly food and entertainment.
Consequently, local consumption in the city saw a significant drop. In this challenging environment, Simon Wong Ka-wo, president of the Hong Kong Federation of Restaurants and Related Trades, a non-profit organization representing the catering industry, reported that around 300 restaurants shut down in March 2024 alone.
“I wish I had a crystal ball to predict what will happen next,” Legrandois joked when being asked about his estimates. “But for Hong Kong, it will be hard to go down. The only way is up.”
He continued, “I am a believer that if there is a city that can bounce back, it’s Hong Kong.” He emphasized that it is an entrepreneurship-friendly city due to its high efficiency, low tax rate, and safety.
It is also a city with a highly developed commercial community and a balanced work-life lifestyle. “It is a place where you can enjoy the vibrant energy of the city in Central. And if you want to relax, you can go for a hike for a whole day without seeing a building,” Legrandois said, “there are not many cities that offer you such uniqueness.”
This distinctive environment lays the foundation for a lifestyle centered around fine wine, providing not only the wealth to consume it but also the time and appreciation to truly enjoy it.
As a wine market, Hong Kong is the “obviously number one” in Asia, according to Legrandois. With zero tax on wine and its geographical proximity to the Greater China region and Southeast Asia, Hong Kong serves as both a well-developed consumption market and a trading hub for global wineries looking to enter the emerging Asian market.
“I am sure we will have a chance. You have to be patient and resilient,” he concluded.
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