Wineted, the trading house for the rarest wines

This is the story of a kid born in Morocco, who grew up near Avignon, and whose winegrower father worked for forty-five years for three families in Châteauneuf-du-Pape. It is also the story of a gifted student, who follows a double course at Kedge Bordeaux at the same time as training as a chartered accountant and auditor. This story is that of Said El Yousfi.

After joining PricewaterhouseCooper, the young man managed the wine division and its 120 properties for seven years, including Château Margaux, Chateau Cos D’Estournelthe Louis Latour house, Dom Pérignon.

This inevitably creates bonds of trust. On the strength of this experience, he took over a Bordeaux trading house. Boom! It goes in three years from 4 to 29 million euros in turnover. When you know how to multiply the millions like Jesus multiplied the loaves, you inevitably have the desire to undertake… In 2021, at the age of 34, Saïd El Yousfi created his own trading house, Wineted, with partners such as ex-basketball player Tony Parker.

Gruaud Larose 1810

Its positioning? Offer wines from the fifty largest properties in the world, coming directly from the estates, via its website and a mobile application. 1,300 references are available, the oldest of which is a Chateau Gruaud-Larose 1810! We rub our eyes in front of so many unobtainable wines. To help its lucky customers drink these wines at the right time, Wineted does education, which appeals to the estates, and highlights three emblematic vintages of the property: early youth, maturity and peak. Thereby, Petrus is highlighted in 1999, 2005 and 2014, the Meursault du Coche-Dury estate in 2013, 2016 and 2019, La Tâche du domain of Romanée-Conti in 2007, 2012 and 2016…

Wineted, which claims 600 customers, offers a concierge service from 1 euro per month in high-end storage locations in Bordeaux, Paris, Monaco and soon a fourth near Avignon. A home delivery service also exists. Finally, from September, Wineted will offer high-level master classes in partnership with Alain Ducasse. They will take place every Thursday at the Salon des Manufactures in Paris. The tasting of “iconic” Lafite Rothschild castle 2007, Chateau Figeac 2007, Château Haut-Brion white 2012 and Cristal 2014 champagne from Roederer will cost 600 euros. The series of “very rare” (puligny-montrachet 1er vintage Under the Well 2019 from Domaine Leroya surprise vintage from Rayas castle, Pétrus 2006, champagne Salon 2012) will be at 1,500 euros. Next ? With such an offer, Saïd El Yousfi wishes to develop in Japan, the United States, Germany, Spain, Italy and the Middle East. Its history is already a success story.

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