Winegrower Bordeaux
The environment, the land… and the silent revolution taking place at Château LarozeThe current owner of Château Laroze, a Saint-Emilion Great Classified Growth, Guy Meslin, comes from a long ancestry of winegrowers whose origin dates back to Mr and Mrs Gurchy, founders of this estate in 1610. Guy Meslin, who has managed this domain since 1990, explains its new visual identity. Using the latest communication techniques, the whole image of the estate has been modernised, following considerable improvements made to the vineyard. Emphasis is given to the essential elements of the estate: the land, environment, water and plants … A former enthusiast of biodynamics, Guy Meslin believes life is comprised of a fine balance of all of these things and it is now time to tackle the revival of this estate by making his credo known. A mini-revolution in Saint-Emilion …
Nestled at the foot of Saint-Emilion’s north-western hillside, the vineyard of 27 hectares stretches around the mansion that is the home of the current owner. Guy Meslin welcomes us and tells us about his policy decisions, the investments he has made and his personal involvement over the years. It is true to say that the terroir here is quite specific, due to the fact that it is comprised of silica upon clay, which bestows the wines with structure and delicacy. It can also be said that an organic approach has been taken for vine growing and the profits of the past marvellous fifteen years have been entirely re-injected into the business… But the subject Guy Meslin really wants to evoke is what lies ahead. He believes the future is all about intelligent communication!Château Laroze’s new identity was revealed recently. What kind of modernisation does this new image bring to mind?
G .M: For Château Laroze (Great Classified Growth) and for our second wine, Lafleur Laroze, we have chosen an elegant label, in keeping with the tradition of our estate, based on balance and harmony. This change of label shows our market position at the top-of-the-range and corresponds to the wine’s own sophistication. The label should allow the consumer to perceive what the bottle contains; it should reveal the wine’s personality, depth and the winegrower’s contribution … We are one of the rare estates to plant 10 000 vines per hectare, whilst preserving fruitiness and minerality in our wines; these are characteristic qualities of this terroir.Has the market shown an encouraging reaction to this positive change?
G .M: Absolutely! In 2005, we sold 100% of our production and the same was true for 2006: the entire harvest was purchased as futures and we are confident about sales of 2007. I should point out that we have also re-organised our distribution network with a group of Bordeaux wine merchants who work with one particular wine broker. Communication methods set up by the estate have created a go-ahead image for our wines and synergy with the sales work carried out by our wine merchant partners. We sell 50% of our production in France and the other 50% on export markets, mainly in northern Europe, but also in Asia, Eastern European countries and Canada …
Tell us about your communication policy in 2008?G .M: “As concerns events, we will be present at Vinexpo, to promote Château Laroze. Our wine merchant partners will also have a stand at the exhibition, so we will ensure that buyers who appreciate the quality of our wines will be put in contact directly with them and receive a sales proposition. As a part of the activities of the ‘Association des Grands Crus Classés de Saint-Emilion’, to present the 2007 vintage, Château Laroze will welcome professional visitors from all over the world from 31st March to 3rd April 2008.
Château Laroze’s website (www.laroze.com) is really a communication hub and a tremendous tool for our wine merchants. With direct professional access, each wine merchant can download a comprehensive set of information. From the homepage, users can access the list of local retailers and our wine merchant partners in Bordeaux. Having accomplished this series of transformations over the years, I sometimes have the impression that my profession has changed completely. It’s fascinating!
Château Laroze
Saint-Emilion Grand Cru Classé
33330 SAINT-EMILION
Telephone: 33 (0)5 57 24 79 79
Fax. 33 (0)5 57 24 79 80
E-Mail
www.laroze.com
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