It’s not uniquely the top vineyards in Bordeaux that are innovating. It could be argued that less well-known properties, where the competition is toughest, need to innovate most of all. Almost fifty per cent of Bordeaux production is in the Bordeaux and Bordeaux Superieur appellations (including Rosé and Clairet), that’s about 4000 vineyards trying to find their place at a very competitive price point.
How can they create a brand identity? How can they differentiate their wines? One solution is to cultivate a direct contact with the client. It increases margins but also allowing them to ‘speak’ to their customers creating that all-important bond, but how to reach them?
Wine fairs, direct mailing, creating appealing branding and packaging, wine tourism, welcoming clients to the estate with tastings, tours, lunches and other events are all great ways (and hard work). Certain properties are really good at some of these, one or two are good at it all. Château Lestrille is a good example. I have mentioned them in previous posts, (yes I do have my favourites) but a recent visit reminded me just how dynamic they are.
Château Lestrille is in the centre of the village of Saint Germain du Puch, in the Entre deux Mers, about half way between Bordeaux and Saint Emilion. The location is not without its difficulties; the vinification and ageing cellars are on opposite sides of the road – a bit of a logistical headache at certain times of the year. Unlike Classified growths Leoville Poyferre and Leoville La Cases in Saint Julien, who have a tunnel under the road to solve a similar problem, Lestrille has to rely on forklifts.
But they have turned this location on a busy road to their advantage, by opening a shop in 2010. They are pioneers; wining a Best of Wine Tourism as early as 2013 for their innovative approach. Along side the bottled wines, local food specialities and other wine gifts and gadgets they have now introduced their latest packaging: a BIB (Bag in a Box) and they have embraced the concept with a surprisingly Anglo-Saxon sense of humour.
Estelle Roumage may be French, the third generation wine maker in her family, but something must have rubbed off on her during her time studying in the UK or perhaps when she was wine making in New Zealand.
With names such as BIP-BOP A LULA for the Bordeaux Blanc, BIB BIB BIB HOURRA for the Rosé, BIB OR NOT TO BIB for the Bordeaux red and BIB HAPPY for the Bordeaux Superieur – you know these are party wines that are not taking themselves too seriously. They are made with the same care as the bottled wines and are deliciously easy drinking. Even more so when they are just 17€ for 3 litres (20€ for the Bordeaux Sup).
They regularly welcome people to the vineyard for tours, tastings, lunches and other events but Estelle wants to get closer still to her clients. Her next project is a shop and wine bar in down town Bordeaux ‘Un Château en Ville’. It will open at the end of November 2017 at 25, Rue St James. As far as I’m aware, this will be the first shop and wine bar opened by a vineyard in the city. If there are any more I haven’t discovered them yet, please let me know. I’m not counting the Grand Maison of Bernard Magrez of course – that’s a whole different approach (Lestrille wines are on the menu there though).
While you’re waiting for opening night, if you do visit the vineyard, go at the weekend. They have regular tapas nights in the cellar and garden (the next one is planned for 30th June if you’re nearby), tastings and lunches; including wine maker evenings featuring other vineyards from both Bordeaux and further afield.
Bordeaux closed doors? Not here!