Empson USA Bolsters Its Offering With French Expansion
Virginia-based importer Empson USA, known for Italian wines, has been branching out lately, with the company entering the France category this summer with several new producers. CEO Tara Empson tells SND that the move marked an important step in the company’s evolution and is expanding its portfolio into new accounts, especially on-premise.
Empson’s new French partners include Château Kirwan (Margaux), Château Malescasse (Haut-Médoc), Château Franc Mayne (Saint-Émilion), Maison de la Chapelle (Burgundy), and Champagne Gérin & Fils. They join a portfolio anchored by Italian producers like Fuligni, Costanti, Jankara, Pietradolce, and Ferghettina, as well as wines from Argentina, Chile, New Zealand, and the U.S.
“We are looking for family-owned wineries that can make our portfolio stronger,” Empson says, adding that the move into French wines is “opening doors that were closed before. It also allows us to better serve our clients. In the past several years we’ve lost a lot of small independent restaurants that have closed down. Now we’re rebuilding relationships with sommeliers and coming in with an interesting mix.”
The influx of new wines to the range has also energized the Empson team, she adds. “After years of having to go out and fight the same battles over and over, it’s brought a lot of new life into the company.” While the focus has been on Burgundy, Bordeaux, and Champagne in the early going, Empson will be entering the Loire soon as well.
Tom den Otter, Empson’s French portfolio manager and brand ambassador, notes that many French producers are looking for new U.S. routes to market. “We’re seeing a big shift, especially in Bordeaux, where a lot of producers are tired of the negociant system,” he says. “It’s been an opportunity for us to see if they’re interested in partnering with Empson, another family company, and going with a sole importer for the whole U.S. We’re getting more and more wineries reaching out.” At the same time, Empson’s team is bringing back feedback from on-premise clients about where to focus the next additions to the portfolio.
The move into France also fulfills a long-held wish of Tara’s father Neil Empson, who founded the company with his wife Maria in 1972 and passed away two years ago. Neil had long wanted to venture into the France category, particularly Pinot Noir.
On the consumer side, Empson explains that increased American tourism to Europe has made marketing easier for importers. “People bring back that European experience, that lifestyle, and a connection to these wines,” she says. “It’s bridging a gap and slowly opening things up to a wider audience.”
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