‘We have pioneered the use of drones in precision viticulture’

Bernard Magrez, multi-millionaire, visionary and innovator of Bordeaux, is regarded as a legend.

This is because age hasn’t slowed his efforts to constantly strive for perfection, whether with his wines or his luxury hotel and restaurant empire. Magrez’ expanding international wine empire contains some properties known for their very high-quality wine. Much of this is because he refuses to rest on his laurels, constantly seeking improvement, reinvention, and modernization. Watching him sit through meeting after meeting through three hectic days of Vinexpo Hong Kong was watching a lesson in tenacity and stamina.

BTW guest columnist and Bordeaux-based wine professional Brinda  Bourhis interviewed the legendary wine producer about his latest achievements which includes the introduction of cutting-edge technology in his vineyards. Read on…

If I had to name the top innovators and pioneers in Bordeaux’s wine industry, Bernard Magrez would definitely top the list. His energy is unbeatable, especially considering he is 82 years old…He is constantly seeking perfection in the 42 vineyards that he owns in France and in eight other countries (Spain, Portugal, Argentina, Chile, Uruguay, Japan, the United States and Morocco).

I spoke to M. Magrez about the recent initiatives he has undertaken in the vines and his ambitions for the near future.

You have just got back from the 20th edition of Vinexpo Asia in Hong Kong. How did it go?

For our booth, the fair was very successful. Not only did we receive our current and historic clients seeking to add wines to their portfolio, but we also did business with new ones.

What percentage of export sales does Asia represent for the wines of Vignobles Bernard Magrez?

It is a big proportion –  60%.

Do you think that India could one day become a new el-dorado for French wines?

Yes, I do. This will happen once the (Indian) taxes drop.

You own 4 Grands Crus Classés estates* in Bordeaux, what are your ambitions?

We aim to become leaders in the international wine market, not only through the Grands Crus that I own but also my estates in Côtes-du-Rhône, Languedoc, Roussillon, and Provence.

Despite owning relatively ancient and historic estates, you are also a pioneer when it comes to technological advances used in the vines and cellar. Can you tell us more about this?

We are the only group of estates in Bordeaux to have a service dedicated to research and development. We have invested in various equipment such as robots, drones, that are key to the protection of the environment.

For example, at Château Pape Clement we have two electric tractors that perform multiple tasks in the vineyards. They are charged with a battery and do not generate any CO₂ emissions.

Vignobles Bernard Magrez, a pioneer in the use of drones in precision viticulture, now has two drones capable of specifically detecting mildew. This innovation is crucial in the management of vineyard spray treatments because the map showing disease distribution is installed directly onboard the tractors.

These are just some examples of the technical progress we are making.

You are the owner of 42 vineyards in France and abroad. How do you face the competition in terms of worldwide sales?

The fact that I own so many vineyards in France and in eight other countries enables us to offer a very wide range of products that our competitors are unable to do. Our client base is also more diverse as a result.

What are your projects and objectives for the remainder of 2018?

The objective is to reinforce our position as leaders in wine tourism in France. Through this activity, we can attract a maximum number of wine enthusiasts from across the world who are eager to discover the secrets of our four Grands Crus Classés estates in Bordeaux.

 

*4 Grands Crus Classés estates owned by Bernard Magrez

•  Château Pape Clément, Grand Cru Classé de Graves
• A Cru Classé of Graves, this property has a rich and ancient history. It was originally planted in 1300 by Bertrand de Goth, the future Pope Clément V, after whom the property was named. Château Pape Clement is famous for its elegant, fine red wines of great structure and finesse, including its 2009 vintage which was awarded 100 points by wine critic Robert Parker. Visits and stays permitted through prior booking.
• Château Fombrauge, Grand Cru Classé de Saint-Emilion
• A historic château on the Right Bank, it is a Grands Cru Classé property making refined and precision-driven reds and whites, known for its combination of ancient winemaking traditions with modern techniques. Visits and stays permitted through prior booking.
• Château La Tour Carnet, Grand Cru Classé en 1855 Médoc
• Beyond the classic, moat, drawbridge, and tower of Château La Tour Carnet, lies a cellar known for its quality, full-bodied red wines. Visits and stays permitted through prior booking.
• Clos Haut Peyraguey, Premier Grand Cru Classé en 1855 Sauternes
• Visits and tasting permitted at this Grand Cru Classé Sauternes estate.

 

Website: www. bernard-magrez.com

Bernard Magrez Luxury Wine Experience: http://www.luxurywineexperience.com

 

About Brinda Bourhis

After five years working for a major Bordeaux wine merchant, British-born Brinda Bourhis has a solid knowledge and experience of the wines of the one of the finest regions in the world: Bordeaux.
She owns Winevox, a company that provides quality wine education including the WSET course, wine marketing and translations for the French wine industry.
Winevox also runs an on-going ambassador programme in the US for the Crus Bourgeois du Medoc, organising masterclasses at top universities such as Stanford, Columbia, Yale, and staff-training for wine retail stores as well as tastings for private wine clubs and associations.