The routes to success:
Due to the fact that demand is currently higher than supply on the Armagnac market in general and the firm enjoys the advantage of regular custom, its turnover has increased by 30% since 2003. During this period the area of production has been extended from 3 to 8 hectares. Key events for sales are 9 annual exhibitions in France and Belgium, the most important one being the ‘Independent Winegrowers’ show in Paris.
Stéphane de Luze’s activity is not restricted solely to prospecting for new markets. It is easy to perceive that this young businessman is determined to communicate. Firstly using an informative approach: “We appeal to a younger clientele, keen to discover quality products at reasonable prices (a bottle of ‘Skerzo’ costs 17 euros)”.
His sense of mutual expression blends with the pleasure of discovering new ideas. In March 2007, Stéphane de Luze took part at the ‘Trofeo Habanos Armagnac’ in Havana, alongside Yves Belaure, chief editor of the magazine ‘Cigars et Sensations’. It was an opportunity to explore the similarities between cigars and Armagnacs. For its second consecutive participation at the ‘Cigar Festival’ (February 2007), Château de Briat Armagnac 1987 won first prize…
At the end of November this year, during the distillation process, Château de Briat will welcome the ‘Association des cinq crus légendaires’. Forty professionals are invited to celebrate this key moment of production. Amongst the guests will be chocolate-maker Jean-Paul Evin, who uses Château de Briat’s orange liqueur in some of his recipes.