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Le Bénaton is a retail concept that brings French wines to private customers through a unique experience. With its image anchored with the Burgundian tradition, our symbol “Le Bénaton” is the traditional wicker basket which was used in Burgundy from the 19th century to transport the grapes during the harvest. It was established in 2005 by Patrick and Clare Sauze, who since 2000 have been importing and selling French wines to hotels and fine dining restaurants.
Singapore’s market is evolving to see wine beyond just price points and labels. A growing category of customers wanted to be involved in the cultural aspect of wine history, terroir and food experience. Patrick had the opportunity to witness wine and cheese tasting events as a social and networking platform in a very effective way. Providing wine with cultural knowledge in an environment which is socially conducive hence the concept of Le Bénaton.
Our first showroom was opened at Hoot Kiam Road near River Valley/Paterson Road in 2005 and was originally intended to be a meeting place for trade customers. In 2009, Le Bénaton was relocated to a shop house along Bukit Timah Road, near Coronation Plaza. Our customer base grew strictly through word of mouth and prospered with very strong customer loyalty that can be measured by the frequency of visits.
In mid 2010, Le Bénaton was approached by Raffles Quay Assets Management to open an outlet at Marina Bay Financial Centre. Bukit Timah operation ceased in February 2012 and in September 2012, a new outlet was opened as a franchise at The Grandstand, the former Turf City to cater to customers familiar with the Bukit Timah outlet, it has since then evolved to a different
concept, no longer a Benaton, but a full fledged French bistro. Le Benaton at Marina Bay Financial Centre also evolved by offering Burgundy
specialties during lunch time with savoury Fromageonnes which became a lunch treat to many, while becoming a favourite after work gathering spot
to enjoy traditional French cheese, cold cuts and wines. The cosy feel and slightly rustic touch of Le Benaton has worked its magic to transport our
regulars from the busy financial centre to the hills of Burgundy. After three years at Marina Bay, we have decided to migrate Le Benaton back to a
residential area, to our Upper Thomson location, there will be more news about it… |
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