“The role of the wine merchant in prescribing wines is obvious, perhaps even more so today.”
Between the effervescence of the harvest and the brown glow of autumn, François-Xavier Maroteaux, President and Co-owner of Château Branaire-Ducru, spoke to Caroline Meesemaecker. In this interview, he discusses the central role of La Place de Bordeaux, a unique collaborative model where estates, merchants and brokers work hand in hand to promote wines around the world. Discover a fascinating reflection on the future of Bordeaux, carried by the soul of a Grand Cru.
François-Xavier, you left the world of finance to take charge of a wine estate. If you had to describe your journey in three words since this change, what would you say?
“
First of all, I’d say “learning”, because I don’t come from the wine world, even though my family has been involved in it for a long time and I grew up in it. There’s a lot to learn: the markets, the players… I had to assimilate all that first.
Then, “innovation”. With the change of generation, we have sought to innovate, notably with a new vat room which is already bringing us a lot and will continue to help us move forward.
Finally, “precision”. Precision in the style of the wines, so that they have a constant signature each year, while respecting what nature offers. We can’t make exactly the same wine every vintage, but we maintain a precise philosophy and identity. This new vat room helps us to achieve this.
Precision also applies to our distribution. By working closely with the négociants and analyzing sales statistics, we identify markets to focus on or develop.”
How do you see the Place de Bordeaux model? Does it seem to you to be sufficiently collaborative with the châteaux?
“I’m convinced it’s a good model. Many major international brands choose the Place de Bordeaux, which proves its relevance. “I’m convinced it’s a good model. Many major international brands choose the Place de Bordeaux, which proves its relevance.
That said, in more complex times, it’s normal to ask questions. We need to improve the efficiency and profitability of the relationship between property, merchant and broker. To achieve this, we need to work together more effectively, optimize our efforts and continue to promote our wines together.
A negociant who knows our wines well is a major asset. We work with around a hundred négociant houses, representing 400 to 500 sales representatives who talk about our wines on a daily basis. Their prescription role is key. We must continue to work hand in hand so that everyone wins: estates, negociants and brokers.
Bordeaux remains a highly regarded and appreciated region, but younger generations are discovering wines from all over the world, sometimes to the detriment of Bordeaux wines. That’s why it’s crucial to get our wines tasted.”
You often talk about going out into the field to promote your wines. Can you tell us more about that?
“Yes, it’s essential. I’ve just come back from London, where we’ve been organizing tastings, whether as part of the Union des Grands Crus, with a distributor, or with small groups of consumers. Getting people to taste our wines is essential: if they like the product, they become ambassadors for life.
We’re stepping up these international efforts to raise awareness of our brand. At the same time, we have renovated our wine tourism facilities on the estate. When wine lovers we meet abroad decide to visit Bordeaux, they often come to see us.
It’s crucial to make them feel welcome, to take the time to explain our approach. When they return home with a bottle or two, they share their experience with their friends and family. Word-of-mouth is one of the best forms of recommendation.”
And that’s how Branaire will continue to be tasted the world over?
“Exactly. That’s how we’re consolidating our presence in around a hundred countries, and we hope to grow even further, while ensuring that this presence remains balanced across the globe.”
