Pascal Lachaux

Cru is one of the world’s leading fine wine retailers. We have experts working across the globe serving customers in over 40 different countries. We operate from four major hubs in London, Hong Kong, Bordeaux, Singapore and Beijing, from which we offer advice and impeccable service through both traditional and digital channels. We are very focused on using technology to make the experience of fine wine buying more fun and convenient.

Cru is a specialist retailer. We source only the world’s very best wines and spirits and sell to a limited number of discerning buyers. We hold numerous events through which we showcase our wines and get to know our clients even better. We store a significant amount of wine for our clients and offer guidance on wine portfolio construction.

Cru offers an internationally acclaimed selection of red wine, white wine and Champagne. We help customers around the world buy wine from Bordeaux, Burgundy, Italy, Spain, the Loire and Rhone Valley and from the New World.

We stock extensive collections of the world’s finest wines, including Château Lafite, Château Latour, Château Margaux, Château Mouton Rothschild, Château Haut Brion, DRC and Penfolds.

Cru was founded in 2014 by co-founders Simon Farr and Jeremy Howard. But our roots as a fine wine team go back to the early 1980s in the UK, and back to 2010 in Hong Kong.

Mr Simon Farr: a hugely respected 40 year wine industry veteran who was involved in the founding and growth of two of Britain's most successful wine enterprises (Majestic and Bibendum). Jeremy Howard is a former investment banker who has been building ecommerce businesses in fine wine since 2008.