Introduction: In the world of fine winemaking, few names resonate with as much history and innovation as Famille Perrin. Across five generations, this French family-run business has cultivated a legacy rooted in respect for tradition, terroir and sustainable practices.
Famille Perrin recently became the sixth member of the Travel Retail Fine Wine Alliance (TRFWA) and subsequently made its debut at the Tax Free World Association (TFWA) Asia Pacific Exhibition in May. It is now preparing for a showcase at the upcoming TFWA World Exhibition in Cannes (1 to 5 October).
We speak to Famille Perrin Export Director (APAC-MEA & TR) Florian Garrigues to delve into the wine producer’s journey and ethos, as well as its ambitions in the travel retail channel.
Famille Perrin’s story began in 1909 when Pierre Tramier acquired the Château de Beaucastel estate in Châteauneuf du Pape, a province in Rhône valley, France. His son-in-law, Pierre Perrin, followed by his son Jacques Perrin, developed Beaucastel and its vineyards.
“Today, the fifth generation continues the family passion and shares the duties around a philosophy of excellence that Jacques Perrin founded. It is in his honour that the legendary wine Hommage à Jacques Perrin was produced,” says Garrigues.
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In 2012, Famille Perrin partnered with American actor Brad Pitt for a project at the 500-hectare Château Miraval estate in Provence. There is now a winery on the estate and the Perrin family have full control over viticulture and winemaking.
Garrigues emphasises: “Famille Perrin has a long history – from the legendary Château de Beaucastel to the partnership with Brad Pitt at Miraval in Provence, or again with Pierre Peters in Le Mesnil-sur-Oger in Champagne.”
Apart from Beaucastel and Miraval, Famille Perrin estates also include Domaine du Clos des Tourelles and La Vieille Ferme.
Since 2006, Famille Perrin has been a part of Primum Familiae Vini, an international association of some of the world’s finest wine-producing families from France, Germany, Italy, Portugal and Spain.
“Working as a family is about building history and ensuring that it continues over the years. Ancestral knowledge is shared between different generations and each member leaves behind a lasting and rich heritage,” remarks Garrigues.
Thomas Perrin, one of the seven from the current generation running Famille Perrin, says: “Any human adventure, whether in business or with your family, is an adventure filled with challenges. I think that having different ages and backgrounds can sometimes mean it takes more time to coordinate things, but it is also what makes us complementary to each other.”
In 2014, Decanter Magazine announced brothers Jean-Pierre Perrin and Francois Perrin as Men of the Year. Famille Perrin wines are also regularly included in Wine Spectator’s Top 100 list.
Terroir as a philosophy
The French wine producer respects the terroir at each of its properties. This includes taking care of the soil and the environment, as well as honouring local history. In 1953, Famille Perrin started cultivating its vineyards organically; then in 1974 its Château de Beaucastel estate switched to biodynamic practices.
Garrigues says: “We have always had a winemaker and agricultural approach. It is necessary to know how to listen to the earth and to understand its environment. That is learnt with time and through the teachings of the old ones: breathing of the soil, use of natural fertilisers or benefits of the Moon.”
“We work the richness of our soils to get the best in our wines for the pleasure of our customers,” adds Thomas Perrin.
Famille Perrin offers different brands to different audiences and wine lovers. Garrigues says: “While Miraval is definitely a lifestyle brand, consumed at any festive occasion, we are also known for our super premium references in Rhône and Champagne.
“We make sure our wines are available at the right venues worldwide and dedicate some marketing and promotional campaigns for each key market. Also, we maintain a close relationship with our online followers and regularly interact with them.
“On top of that, we have select partners for essential movie placement opportunities and our wines can be seen in films like Bullet Train and the recent Apple TV series Drops of God.”
The wine experience in travel retail
The five founding wineries of the TRFWA, a group championing fine wine in travel retail, include Albert Bichot (France), Cono Sur (Chile), González Byass (Spain), Masi Agricola (Italy) and Symington Family Estates (Portugal). Garrigues notes: “This entity {TRFWA} is an association of family-owned wine producers represented in travel retail. It was created to encourage the contribution that renowned wine families can, in conjunction, bring to the travel retail environment.”
Famille Perrin became a TRFWA member earlier this year and participated in the TFWA Exhibition in Singapore. Garrigues says: “The six member families believe that sharing experiences between them is not only of great value to their own business, but also to the improvement of experiences that new wine lovers look at in the fast-moving world of travel retail.
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“Our first participation in the TFWA was definitely a success thanks to the support from other TRFWA members. We were able to meet all existing partners, plus a decent number of future collaborators.”
At TFWA Cannes in October, the family-run business will exhibit in the Blue Village alongside other TRFWA members. Garrigues adds: “The TRFWA will also organise an after-work party on 3 October, where each member will open some of its finest wines and share them with all key partners present.
“We wish to create a trustful and long-lasting relationship with all our partners, as that’s the way we have been in the business for a century. While we keep in mind that Cannes is on another scale, we remain humble, so whatever transpires will be positive.”
Navigating a new channel
Famille Perrin’s journey through the world of travel retail encapsulates challenges, innovation and a commitment to quality. According to Garrigues, the demand for travel retail distribution is pervasive across various brands and categories. He says: “You need to be established domestically and recognised worldwide before thinking of doing anything.
“We are lucky to be able to propose categories of wines which are popular nowadays, such as Provence Rosé and premium Champagne. Our biggest challenge is to support each market locally, but we are expanding our team in all key markets to support our partners.”
Travel retail allows Famille Perrin to offer limited editions and special vintages to consumers who appreciate the convenience of global access. “We are also involved with NFT and blockchain through the platform winechain.co, which offers unlimited possibilities for a 360-degree digital ‘endless aisle’,” adds Garrigues.
The Perrin family is seeking partnerships that will help enhance the appeal of premium wines to travelling consumers. Garrigues says: “A partnership where both partners can fully trust each other and build a long-lasting cooperation. Premium wines are about stories and what makes them special. Content is key and retailers need to make sure their customers have access to it.
Garrigues also comments on the no- and low-alcohol trend taking hold of the travel retail industry: “While there is definitely a trend coming, we haven’t yet found the right way to offer a unique value proposition. Nevertheless, we keep on experimenting.” ✈
