As Barton & Guestier marks its 300th anniversary, Managing Director Philippe Marion discusses the French wine company’s continuing journey, marrying tradition and modernity, the role of travel retail and priorities as a fourth century begins. Click here for our initial story from an evening of high celebration.
The Moodie Davitt Report: Please tell us about the significance of this milestone for the company?
Philippe Marion: Reaching 300 years is an extraordinary milestone, a testament to generations of dedication, craftsmanship and passion for fine French wines. But beyond the significance of this anniversary lies a deeper meaning: it marks a moment of recognition for our most remarkable achievements.
Our House was recently named European Winery of the Year, a prestigious distinction that celebrates our unwavering commitment to excellence. We were also awarded the ‘Engagé RSE – Exemplary Level’ label by AFNOR Certification, a rare and rigorous acknowledgment of our leadership in ESG (or corporate social responsibility), both for our Wine House and for Château Magnol, our historic wine estate and exceptional hospitality venue.
Furthermore, Château Magnol, our flagship wine sold in airport boutiques around the world, has been granted the Cru Bourgeois Supérieur designation, a mark of refined quality and deep respect for its terroir.
And yet, despite the magnitude of these honours, we see our tricentennial not as a culmination, but as a waypoint, a moment of reflection before moving forward with even greater purpose.
Our journey continues with humility and ambition, guided by our enduring mission: to share the very best of French wine with wine lovers worldwide. With respect for tradition, a commitment to sustainability and an ever-renewed passion for excellence, we look ahead with confidence and inspiration.
Tell us about the strategy for growth today? What are the key dynamics that will maintain B&G’s relevance into the years ahead?
We have a strong and diverse portfolio, including still wines, sparkling wines and also no-low wines, as well as limited editions which ensures we always have the right wine for each customer segment.
B&G is also distributing other brands of the Castel group, Patriarche, Veuve du Vernay Listel and Champagne Malard, setting up a very premium network for these fast-growing brands.
But as we know, sustainable growth needs to be supported by premiumisation, innovation and ESG leadership. Developing long-term partnerships with our winegrowers, distribution partners and consumers is key.
Building new experiences, as we do at Château Magnol, our Wine & Food Academy, is part of the education, important for our trade partners. It builds brand desirability and emotional engagement; they become our Brand Ambassadors.
We recently set up an agreement with the Hospitality School of the Florida International University to become their exclusive French wine partner. US students will come to Château Magnol to do wine courses with our Education & Hospitality Manager Omar Barbosa, who is also Best Sommelier of Mexico (2011 and 2013) and also Best Sommelier of Bordeaux wines (2023).
We also collaborate a lot with the international community of sommeliers by sponsoring Sommelier competitions (Indonesia, Thailand), an interesting way to get known by the real influencers of our business.
In addition Barton & Guestier is also part of the partners of the Cité du Vin, Bordeaux’s international cultural institution for wine, that also proposes immersive experiences, and where we take our guests staying at Château Magnol to broaden their total experience.
How do you maintain traditional values as a winemaker with embracing modern techniques? In other words, how do you still honour the past while looking to the future? And how are you aiming to be a leader in the field of sustainable wine production?
The future of our wines clearly lies in sustainability. At Château Magnol, we try a lot of new techniques, and we keep what works well. (A perfect example is the sexual confusion, to name only one.)
Then we implement those methods with our winegrowing community that counts around 150 partners all over France. We now have many environmental certifications, like High Environmental Value, Sustainable Winegrowing (Vignerons Engagés), Terra Vitis and more.
What does innovation mean to you today?
Today our innovation turns around improving our carbon footprint, and about smarter product developments, taking sustainability into account at all points.
We are developing and testing our B&G personalised lightweight bottle that we presented during our 300th anniversary event, but we are still not entirely satisfied with the result. It takes time. Our group also invested a lot in new technologies and equipment to refine the quality of our no-low wines, and also to produce cans. We of course take advantage of these investments.
How are you adopting new ways of engaging the consumer, for example via digital?
Digital is key today and our social media community is growing steadily. But we know that consumers are more engaged with brands that stand for a greater cause. People are not only buying products, they are buying values, purpose and impact.
How are you marking the 300th anniversary in travel retail?
As I am writing these words (late June) we are having a major three-day event for one of our key trade partners Gebr. Heinemann, here at Château Magnol. In stores the 300th anniversary is celebrated with invitations to try to ‘Win a wine lovers trip for two’. They can participate via our website or via Instagram.
How important is this channel for B&G and what are your ambitions and targets? What more can be done to elevate the place of wine within the travel sector?
Travel retail is extremely important for B&G, representing 10% in terms of volume, and even more in terms of value. So yes, we have to think about new ways of making wine more fun, doing personalised experiences all in-store: tastings, trainings, e-learnings, as most of the time the travel shoppers have time. Omar Barbosa is already working on a programme to support this.
How does the B&G brand outlook appear today as a fourth century begins?
We enter our fourth century with renewed energy and confidence. The positive momentum from our clients and partners, along with the prestigious recognitions we’ve received: European Winery of the Year, Cru Bourgeois Supérieur for Château Magnol, and the ENGAGE RSE, Exemplary Level distinction, have not only fuelled us with pride, but also with a strong commitment to continue moving forward with authenticity, intention and responsibility.
The path is set and it’s up to us to walk it with motivation and ambition. So, we move ahead with passion, but never forget who we are: a winehouse that remains welcoming, accessible and grounded in the values that have shaped our legacy. ✈
