On the radio you regularly hear commercials for Baron de Lestac, one of the seminal brands of the Group Castel … of the family business Castel, I should say. Clever, well-defined target, efficient, this advertising calls out to you on one of the brand wines of the group. The sector "Châteaux and Vineyards" is less known. A more discreet activity, now, in terms of communication and turnover (2% of the Group's turnover), which is based on 18 châteaux and vineyards bought and developed since 1957. From the beginning in 1949, the brothers Castel had a policy of mass distribution for wines having the identity of their region of production, but they also looked for a particular and privileged link with the terroir. For the elaboration of brand wines, they always worked with strict specifications according to the expected final quality.
Since 1957, by the choice for a terroir first and a willpower for experimentation after, the châteaux of Castel conform to the family logic "wine grower first and merchant then", with a single elaboration and marketing signature: "Castel". An anteriority which forces respect with a capital of 18 property in 2011, in the Bordeaux region, the Val de Loire and in the Languedoc-Roussillon. At present, nr. 1 of the French wines in the world and nr. 4 of the wines worldwide in terms of volume, its vineyards stretch for more than 3,000 hectares all regions taken together.
We often find a member of the family as person in charge of each property. Véréna Raoux, from the third generation, is the Vineyards and Châteaux Castel ambassador, and has just been rejoined by Sophie Castel, in the end of 2010. The latter, graduate of an English international trade and modern languages university, has come to reinforce the marketing and communication department for the export part, event organization and in-house training of members of staff. In a qualitative sphere, each property is followed up by external consultants with a more particular networking in the Bordeaux region.
Pierre Castel sought their skills, their experiences, their intuitions. For the Southeast, Jean Natoli follows up the properties, as he started his student and professional career in the Montpellier region. Antoine Médeville brings his experience to the Haut-Médoc estates. Eric Boissenot oversees the Médoc domains for the elaboration of delicate and delicious wines; Olivier Dauga, the "Wine Tailor", advises the Bordeaux Supérieur and Graves châteaux “to preserve the fineness, the silkiness, avoiding any excess of tannic aggressiveness!” he explains. In Saint-Emilion, from now on, Hubert de Boüard is in charge of the Château Montlabert, bought in 2008.
“The brandensures to offer to every consumer an affordable wine in terms of quality, price and qualitative guarantee through the time, with availability in the sales points. The offer of property wines is an alternative for well-informed amateurs and restaurateurs who are looking for the expression of a terroir, for the notion of vintage with a still affordable price, with a price range from €7 to €20 including tax ex-cellar.” Xavier Renard, Marketing and Communication manager, explains.
The group’s activity “Vineyards and Châteaux” wants to stay tuned with the current problems by the implementation of the charter Terra Vitis, researches in the wine making and maturing, as well as in the environmental protection, like for the Clos des Orfeuilles, in organic conversion which logo AB is expected for this year.From reflection arises perfectionism in the vineyards of reasonable surface areas, in order to be repeatable in the brand wine sector. “The experience in the estates has constantly enabled to improve the quality of all our wines and to meet the consumers' expectations. Each of the domains remains a research laboratory to continuously improve our know-how and plan the future.” Xavier Renard concludes.
With the chef Christian Le Squer of the Restaurant Le Doyen.
Château Ferrande, Graves white 2009, on a plate of exotic fruits, sea bream and cuttlefish with spicy flavours.
Domaine de la Clapière, Cuvée Etincelle en Pays d’Oc 2007,Château de l’Hyvernière, Muscadet Sèvres et Maine 2009 on marinated thinly sliced scallops, served with a foamy sauce.
With the chef Gaël Orieux
of the Restaurant Auguste in Paris (7th district),
revisit the Oysters in aspic à la diable and with tarragon served with Le Clos des Orfeuilles 2009, Muscadet Sèvre et Maine … rather organic and bucolic..
Groupe Castel
21-24 rue Georges Guynemer
33290 Blanquefort
tel : (33) 5 56 95 54 00
Fax : (33) 5 56 95 54 20
www.groupe-castel.com
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