Grand Cru Class\u00e9 de Graves
\nPessac-L\u00e9ognan<\/p>\n
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“Bernard Magrez” by Bernard Magrez<\/strong><\/h3>\n <\/p>\n
Gerda\u00a0<\/span><\/strong>: Tell us about you\u2026<\/em><\/strong><\/p>\nBernard MAGREZ :<\/strong>I am a\u00a0fighter who strives for excellence. It is a real fixation. I live in uneasiness: I always want to do my best.<\/p>\nGerda<\/strong>:\u00a0What are the main challenges you personally face, in the practice of your work?<\/strong><\/p>\nBernard MAGREZ<\/strong>:\u00a0Making wine faces the struggle to find the best quality possible and it is a constant search for technique and development. The whims of Mother Nature, which are more and more numerous (frost, hail, diseases), force us to go in this direction.<\/p>\nBeyond that, it means doing the impossible so that our friends and wine lovers find emotions as beautiful as possible in Ch\u00e2teau Pape Cl\u00e9ment’s wines.<\/p>\n
![](\"https:\/\/insidelaplace.rcassocies.com\/wp-content\/uploads\/2025\/05\/Never-give-up-cropped.png\")
<\/p>\n
Never Give Up<\/em> by Jon One<\/a>\u00a0<\/em><\/strong>at Ch\u00e2teau Pape Cl\u00e9ment<\/p>\n\u00a0<\/span><\/p>\n
\nHarvest 2021<\/strong><\/h3>\n\n\n\nGerda<\/strong>:\u00a0How did your harvest go?<\/em><\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n\nBernard MAGREZ<\/strong>: Fine, but 2021 is not an exceptional vintage. However, we must not forget, what is good today, was very good 15 years ago! We have made a lot of progress both in the vines and in the cellar, and it is all over the world.
\nBy volume, we will make 15% less at Pape Clement but it is very different from one Ch\u00e2teau to another. At Fombrauge we will do the same amount as last year and at Tour Carnet the harvest will also be smaller.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
\nThe brand Pape Cl\u00e9ment today and tomorrow<\/strong><\/h3>\n\n\n\n <\/p>\nGerda<\/strong>: <\/strong>What positioning (s) do you want for your brand (s)?<\/strong><\/em><\/p>\nBernard MAGREZ<\/strong>: I want Pape Cl\u00e9ment to be considered as an “Icon” and a wine going beyond the exceptional. We have to create desirability, which goes through quality as exceptional as possible.<\/p>\nG<\/em><\/strong>: How do your wines stand out, and are unique?<\/em><\/strong><\/p>\nBM<\/strong>: Pape Cl\u00e9ment has an atypical terroir for the Pessac L\u00e9ognan appellation. There is clay predominance to the east of the vineyard. This clay is suitable for the production of great white and Merlot and brings depth and flexibility to our first wine.<\/p>\nG<\/em><\/strong>: Which of your recent accomplishments would you like to share with your customers?<\/em><\/strong><\/p>\nBM<\/strong>:\u00a0To make exceptional wine, we are constantly looking for development: technical but also commercial. Wine is 50% exceptional in its quality and 50% in the selection of its distributors. You have to know the markets and the consumers. Knowing what the consumer wants is key! We have 32 sales representatives in the field who are based in 8 countries: Hong Kong, China, Japan, Belgium, Switzerland, England, Germany and the USA.\u00a0They are the ones who consume the most Bordeaux wines. We have recently hired them to know our consumers perfectly and to be as close as possible to them.<\/p>\nG<\/em><\/strong>: What future project are you currently working on?<\/em><\/strong><\/p>\nBM<\/strong>: I created an incubator at Ch\u00e2teau Le Sartre. There are 40 Startups. Each one of them has an economic and technical project to go even further in improving the quality of the wine. We work together a lot, it’s exciting.<\/p>\nG<\/em><\/strong>:\u00a0How far along are your property(ies) in the “green transition”?<\/em><\/strong><\/p>\nBM<\/strong>: Today a\u00a0company does not get very far if it does not care about the environment. For 6 years, we have been working with drones, which detect mildew very early. This allows us to process immediately and to reduce the number of treatments: this is Haute-Couture<\/em>. But, we also have many other experiments. Research is one of our passion.<\/p>\nWe are in HVE 3 (High Environmental Value) which is the most demanding today.<\/p>\n
In addition to its eco-friendly vision, my business is built on social values such as “Helping the Other” which is reflected in my foundation, the Bernard Magrez Cultural Institute which supports contemporary artists and musicians.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
\nThe business<\/strong><\/h3>\n\n\n\nGerda<\/strong>: <\/strong>What are your priorities in terms of business development?\u00a0<\/strong><\/em><\/p>\nBernard MAGREZ<\/strong>: The estates have to create a real partnership with wine merchants on one hand and on the other hand, with their customers, in France and abroad.
\nThe doors of our vineyards are open all the time, without interruption. We must create positive emotions for our visitors. We have to push the brand and communicate: without it, we cannot succeed today. This is why our strong symbol, the Bernard Magrez keys, are present on all our wines and all our communication media, including digital, towards which we are moving very strongly.<\/p>\nG<\/strong>:<\/strong> Do you plan for market or new releases in the near future?<\/strong><\/em><\/p>\nBM<\/strong>: My strategy is to sell a large part of the harvest En-Primeur<\/em>. The Ch\u00e2teau does not hold back the stock to increase the price by speculating. I want to avoid as much as possible that there are price differences every year. It’s a question of respect for our wine-loving friends. We have been respecting this commitment for a long time, which is why our retail customers and wine lovers are loyal. The market is leading and I follow it with respect for the consumer. In life, you need to have a strategy to be successful. I am not saying mine is the best one…<\/p>\nOur foreign competitors, like Opus One, have understood this strategy well. They increase the price smoothly.<\/p>\n
G<\/strong>:<\/strong> Which vintages should the market be interested in? and why?<\/strong><\/em><\/p>\nBM<\/strong>: To all\u2026!<\/p>\nG<\/strong>:\u00a0<\/strong>What sales support materials are available to distributors to promote your wines?<\/strong><\/em><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\nJean-Christophe Crouzet<\/strong> : jc.crouzet@pape-clement.com<\/a>\u00a0<\/em><\/span><\/p>\n
Bernard MAGREZ :<\/strong>I am a\u00a0fighter who strives for excellence. It is a real fixation. I live in uneasiness: I always want to do my best.<\/p>\n Gerda<\/strong>:\u00a0What are the main challenges you personally face, in the practice of your work?<\/strong><\/p>\n Bernard MAGREZ<\/strong>:\u00a0Making wine faces the struggle to find the best quality possible and it is a constant search for technique and development. The whims of Mother Nature, which are more and more numerous (frost, hail, diseases), force us to go in this direction.<\/p>\n Beyond that, it means doing the impossible so that our friends and wine lovers find emotions as beautiful as possible in Ch\u00e2teau Pape Cl\u00e9ment’s wines.<\/p>\n Never Give Up<\/em> by Jon One<\/a>\u00a0<\/em><\/strong>at Ch\u00e2teau Pape Cl\u00e9ment<\/p>\n \u00a0<\/span><\/p>\n Bernard MAGREZ<\/strong>: Fine, but 2021 is not an exceptional vintage. However, we must not forget, what is good today, was very good 15 years ago! We have made a lot of progress both in the vines and in the cellar, and it is all over the world. Gerda<\/strong>: <\/strong>What positioning (s) do you want for your brand (s)?<\/strong><\/em><\/p>\n Bernard MAGREZ<\/strong>: I want Pape Cl\u00e9ment to be considered as an “Icon” and a wine going beyond the exceptional. We have to create desirability, which goes through quality as exceptional as possible.<\/p>\n G<\/em><\/strong>: How do your wines stand out, and are unique?<\/em><\/strong><\/p>\n BM<\/strong>: Pape Cl\u00e9ment has an atypical terroir for the Pessac L\u00e9ognan appellation. There is clay predominance to the east of the vineyard. This clay is suitable for the production of great white and Merlot and brings depth and flexibility to our first wine.<\/p>\n G<\/em><\/strong>: Which of your recent accomplishments would you like to share with your customers?<\/em><\/strong><\/p>\n BM<\/strong>:\u00a0To make exceptional wine, we are constantly looking for development: technical but also commercial. Wine is 50% exceptional in its quality and 50% in the selection of its distributors. You have to know the markets and the consumers. Knowing what the consumer wants is key! We have 32 sales representatives in the field who are based in 8 countries: Hong Kong, China, Japan, Belgium, Switzerland, England, Germany and the USA.\u00a0They are the ones who consume the most Bordeaux wines. We have recently hired them to know our consumers perfectly and to be as close as possible to them.<\/p>\n G<\/em><\/strong>: What future project are you currently working on?<\/em><\/strong><\/p>\n BM<\/strong>: I created an incubator at Ch\u00e2teau Le Sartre. There are 40 Startups. Each one of them has an economic and technical project to go even further in improving the quality of the wine. We work together a lot, it’s exciting.<\/p>\n G<\/em><\/strong>:\u00a0How far along are your property(ies) in the “green transition”?<\/em><\/strong><\/p>\n BM<\/strong>: Today a\u00a0company does not get very far if it does not care about the environment. For 6 years, we have been working with drones, which detect mildew very early. This allows us to process immediately and to reduce the number of treatments: this is Haute-Couture<\/em>. But, we also have many other experiments. Research is one of our passion.<\/p>\n We are in HVE 3 (High Environmental Value) which is the most demanding today.<\/p>\n In addition to its eco-friendly vision, my business is built on social values such as “Helping the Other” which is reflected in my foundation, the Bernard Magrez Cultural Institute which supports contemporary artists and musicians.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n Bernard MAGREZ<\/strong>: The estates have to create a real partnership with wine merchants on one hand and on the other hand, with their customers, in France and abroad. G<\/strong>:<\/strong> Do you plan for market or new releases in the near future?<\/strong><\/em><\/p>\n BM<\/strong>: My strategy is to sell a large part of the harvest En-Primeur<\/em>. The Ch\u00e2teau does not hold back the stock to increase the price by speculating. I want to avoid as much as possible that there are price differences every year. It’s a question of respect for our wine-loving friends. We have been respecting this commitment for a long time, which is why our retail customers and wine lovers are loyal. The market is leading and I follow it with respect for the consumer. In life, you need to have a strategy to be successful. I am not saying mine is the best one…<\/p>\n Our foreign competitors, like Opus One, have understood this strategy well. They increase the price smoothly.<\/p>\n G<\/strong>:<\/strong> Which vintages should the market be interested in? and why?<\/strong><\/em><\/p>\n BM<\/strong>: To all\u2026!<\/p>\n G<\/strong>:\u00a0<\/strong>What sales support materials are available to distributors to promote your wines?<\/strong><\/em><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n Jean-Christophe Crouzet<\/strong> : jc.crouzet@pape-clement.com<\/a>\u00a0<\/em><\/span><\/p>\n<\/p>\n
\nHarvest 2021<\/strong><\/h3>\n
\n\n
\n Gerda<\/strong>:\u00a0How did your harvest go?<\/em><\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n \n\n
\n \n
\nBy volume, we will make 15% less at Pape Clement but it is very different from one Ch\u00e2teau to another. At Fombrauge we will do the same amount as last year and at Tour Carnet the harvest will also be smaller.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
\nThe brand Pape Cl\u00e9ment today and tomorrow<\/strong><\/h3>\n
\n\n
\n <\/p>\n
\nThe business<\/strong><\/h3>\n
\n\n
\n Gerda<\/strong>: <\/strong>What are your priorities in terms of business development?\u00a0<\/strong><\/em><\/p>\n
\nThe doors of our vineyards are open all the time, without interruption. We must create positive emotions for our visitors. We have to push the brand and communicate: without it, we cannot succeed today. This is why our strong symbol, the Bernard Magrez keys, are present on all our wines and all our communication media, including digital, towards which we are moving very strongly.<\/p>\n
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