The goals of the Union des Grands Crus members
Know-how and communication
As wise communicators, the members of the Union know that the corollary to producing a very great wine is the need to publicise it. The size and the diversity of the vineyards of the Gironde impose on the owners the obligation to make themselves better known. With more than 10,000 châteaux and 57 appellations, the vineyards of Bordeaux are larger than all of Australia’s and cover the same area of those of the Côtes du Rhône, the Alsace and the Loire (Muscadet, Anjou and Saumur) combined. Such diversity renders indispensable a contribution from the owners to the training and education of those who dictate consumer choice, in particular the youngest among them. This imperative assumes even greater importance for the fact that the marketing of the majority of the Grands Crus is specific and original. It is conducted exclusively through the merchants of the Place de Bordeaux. This system offers a very great advantage to the viticultural property, which is generally not endowed with a fully fleshed out marketing department. It is also provides the property with important information on the marketing of its wines (sales price, distribution, etc.). Hence the interest in multiplying the contacts with the distribution channels in the course of tasting events.
The keys to success
The interest stimulated by the actions of the Union des Grands Crus de Bordeaux is quite exceptional for a programme that suffers from its collective aspect. The Union does not seem to be affected by this problem, it is no doubt the quality of the wines that explains this success in large part; but three other factors also contribute to the attractions of the events that the Union organises.
- The pursuit of a clear objective, which is to help professionals throughout the world, the press and the distribution channels to gain better knowledge of the great wines and the viticulturists who create them. The Union thus concentrates its resources on the sole public relations channels targeting distribution and the press (organisation of wine-tasting events) ;
- A rigorous code of conduct that requires the presence of the owner or one of his close collaborators and his wine at all the wine-tasting events organised by the Union, whatever the market being visited.
A confirmed desire to meet every year the operators of the thirteen principal markets for the grands crus, which are,
- in Europe : Germany, Belgium, France, Great Britain, Switzerland, Italy and Russia ;
- in North America : the United States & Canada ;
- in Asia : China, Japan, Korea and Hong Kong.
- Nota 1 :
- In contrast to the entire Bordeaux range, more than 60% of which is marketed to the domestic market, the Grands Crus are most especially distributed internationally, with foreign markets accounting for almost 80% of the Grands Crus that are marketed.
- Nota 2 :
- The Union has thus been able to create genuine meetings with the professionals in the distribution channels and the press, who register for events on the agenda a long time in advance.