François-Xavier Maroteaux, President and Co-Owner of Château Branaire-Ducru.

"The trade's prescriptive role is obvious - perhaps even more so today."

Between the buzz of harvest and the brown hues of autumn, François-Xavier Maroteaux, President and Co-Owner of Château Branaire-Ducru, opened up to Caroline Meesemaecker. In this conversation, he revisits the central role of the Place de Bordeaux - a unique collaborative model where estates, négociants, and brokers work hand in hand to carry the wines around the world. A compelling reflection on Bordeaux's future, carried by the soul of a Grand Cru.

You left the world of finance to lead a wine estate. If you had to describe your journey in three words since that change, what would they be?

"First, I'd say 'learning,' because I don't come from the wine world - even though my family has long been involved in it and I grew up in this universe. There's a huge amount to learn: the markets, the players. You have to absorb all of that first.

Next, 'innovation.' With the generational change, we set out to innovate, notably with a new vat room that's already bringing us a lot and will keep helping us move forward.

Finally, 'precision.' Precision in the style of the wines, so they carry a consistent signature each year while respecting what nature gives. We can't make exactly the same wine every vintage, but we maintain a precise philosophy and identity, and the new vat room helps us get there. Precision also applies to our distribution: by working closely with the trade and analyzing sales data, we identify the markets to prioritize or develop."

How do you view the Place de Bordeaux model? Does it seem collaborative enough with the châteaux?

"I'm convinced it's a good model. Many major international brands choose the Place de Bordeaux, which proves its relevance.

That said, in tougher periods, it's natural to ask questions. We need to strengthen the efficiency and profitability of what happens between the estate, the trade, and the brokerage. That means collaborating better, optimizing our efforts, and continuing to promote our wines together.

A négociant who knows our wines well is a major asset. We work with around a hundred trading houses - 400 to 500 salespeople talking about our wines every day. Their prescriptive role is key. We have to keep working hand in hand so everyone wins: estates, trade, and brokerage. Bordeaux is still closely watched and appreciated, but younger generations are discovering wines from all over the world, sometimes at the expense of Bordeaux. That's why it's crucial to get our wines tasted."

You often talk about going into the field to promote your wines. Can you tell us more?

"Yes, it's essential. I just got back from London, where we held tastings - through the Union des Grands Crus, with a distributor, and with small groups of consumers. Getting people to taste our wines is essential: if someone loves the product, they become an ambassador for life.

We're multiplying these efforts internationally to build awareness. In parallel, we've renovated our wine-tourism facilities at the estate. When wine lovers we meet abroad decide to visit Bordeaux, they often come to see us. Welcoming them well, taking the time to explain our approach, matters - because when they go home with a bottle or two, they share the experience with the people around them. That word of mouth is one of the best forms of recommendation."

And that's how Branaire will keep being tasted around the world?

"Exactly. That's how we consolidate our presence in around a hundred countries - and we hope to grow further, while keeping that presence balanced across the world."