There are interviews, and there are conversations. And this meeting with Italian cashmere tycoon, Brunello Cucinelli, definitely falls into the category of the latter. Cucinelli has conquered the world with his products, his perception of style and beauty, and has published a book outlining his particular approach to doing business which he defines as “humanistic capitalism”.   This distinction between interview and conversation is a necessary contemplation; understanding the meaning behind the words, selecting them carefully, tasting each of them in a silent meditation. This is, in fact, the first step to allowing you into Cucinelli’s world, where external quality is just as important as inner quality. To him, as to late 18th century German philosopher Kant, beauty is a moral interest.   The word “interview” is composed of two parts: “inter”, which implies reciprocity, and “view”, which refers to sight; each looking at the other, trying to truly see. It is not a given that this is always successful.   A conversation, however, is different. The word derives from the Latin “conversari”, composed of “con” meaning “with” or “together”, and “versari”: to reside, to find oneself. It is a meeting – a graceful way of getting to know each other, or getting to know each other better. It is a way to agree upon certain behaviours and visions in order to truly share a physical place, as well as a state of being. In this conversation, we meet Brunello Cucinelli in Solomeo, Umbria, Italy. He reminisces that, The New York Times once published a map of must-see places in Italy – in which Solomeo was included along with Venice, Florence, Rome and Naples. Cucinelli states this with no small amount of pride.  Despite the lockdown, and an obligation to talk through a screen, encouraged by both the pandemic and by a sense of caution, Solomeo is truly the location of our meeting – and not just because Il Sogno di Solomeo (The Dream of Solomeo) is the title of his book, in which he recounts his life story, the roots of his success, and his vision as an “entrepreneurial custodian”. Solomeo enters through the window, breathing audibly in the background of the words and thoughts which define our conversation. It speaks through Cucinelli’s expressions, bringing to light a kind of organised peace within his sense of time, its horizons are centuries-old, and reside in diligent silence. It speaks of a knowledge acquired through generations passed, to be shared with generations to come.  We are in Umbria, just 15 minutes from Perugia and only one hour from Florence. Only 800 people live in Solomeo – a stunning, almost-abandoned medieval village brought back to life by skilful restoration work led by Cucinelli over the last 25 years. The village of Solomeo was revitalised as an allusion to Rome, the city of Emperor Hadrian’s soul, according to French novelist and essayist Marguerite Yourcenar. Creativity needs a “genius loci”, a safe space. Cucinelli restored a village that was “robust, useful, and beautiful”, as instructed by Vitruvius. Onora tutti gliuomini (“honour all men”) is the inscription displayed in Solomeo’s Piazza delleArti, and is also the motto which inspired Cucinelli’s humanistic capitalism. He believes gift-giving to be one of the kindest forms of the soul, and he loves to give presents of homemade oils and wines; believing that, in every gift, there is also a piece of Solomeo.   Cucinelli’s love of philosophy, and his habit of allowing the great minds of history to dictate his approach to beauty, is also a lesson Cucinelli learned in youth as a farmer, when he used to pull the ox plough and till the fields. In the evenings, his father would encourage him to admire the beauty of those ploughed fields, the neat ridges stretching over the hills.   His sensitivity to the idea of living in harmony with nature was born from this, as was his ability to recognise that there is greater value in that which is carried out with beauty in mind. His more practical attention to the selection of raw materials also stemmed from these roots – his respect for producers and collaborators, and his ability to think in terms of centuries, not years. All this has rendered Brunello Cucinelli one of the world’s most famous luxury brands.   Beauty is also a form of truth. As three Buddhist monks remarked to him, upon visiting him in Solomeo, there are three things which cannot remain hidden: the sun, the moon and truth. In order to live well, beauty requires you to take care of your soul, your mind and your body. This is why, at Cucinelli’s company, at half past five in the evening, the computers are switched off, the working day completed. The body, mind and soul need a life outside work, to be able to look themselves in the eye and overcome the “soul-ache” that creativity can also help to alleviate.  To him, beauty is also a business method; his humanistic capitalism was not cast aside even during the crisis sparked by Covid, during which time Cucinelli did not let a single employee go, or ask for any discounts from producers or suppliers. This is part of an ethical business vision which considers humanity as an end, and never as a means; it is defined by considering the businessman as a “custodian of creation”. Developing this idea of being a custodian, Cucinelli sees that luxe can be interpreted as an orchestrator of sustainable development.   Brunello Cucinelli smiles. He likes the words of 15th century Florentine Republic ruler, Lorenzo the Magnificent – “How beautiful is youth, / though quickly it does flee! / be happy if you want to: / for tomorrow may not come” – which recall an Italian sense of national pride. Although home to only 0.7% of the globe’s population, Italy boasts one of the the world’s top 10 economies; it excels at quality manufacturing and craftsmanship; it offers a welfare state which leaves no one trailing behind. He sees a great country and a golden era, in spite of the crisis. He does so with a pinch of the “Italiote”, as Plato called the people of Syracuse when he reached Sicily from Greece, “a population which feasts twice a day and never goes to bed alone”.  We are also like this, he says, before returning to consider the ideas of creativity and responsibility. “It really is possible to live in harmony with creation. And this makes us custodians, not consumers. I also think of my product as something to be desired, something to be inherited. That is why I chose cashmere. I wanted something that was already precious. I’ve learnt to transform it over time. I’ve made mistakes, had teachers and guardian angels that have helped me and taught me. But the principle was already clear to me, right from the beginning: to create beauty, you need to begin with something beautiful, from an exceptional raw material. And you also need to believe that it will last for centuries, not for years. Before it became fashionable, we had already opened a restyling and reusing department for our garments. Because, for a jumper to be beautiful and precious, it must also stand the test of time.”   “Verum factum”, as stated by 17th century Italian political philosopher Giambattista Vico: nothing is true unless it has been done. The humanistic capitalism in Solomeo is evident: an art of Renaissance-style trading which has taken over the world, yes. But it has done so with honour. It possesses a beauty which is markedly exclusive, moving against the crisis of civilisation. It is something that manages to make itself be considered as rare, something precious, only for you. It requires time, artisanal hard work and precision, fighting against the culture of impatience. In fact, Solomeo’s theatre is crafted from hand-cut stones, with walls built to endure. The company itself is located within a restored factory which opens out onto gardens and spaces where it is impossible not to inhale the surrounding beauty.  Most of the employees and managers within Cucinelli are young: this is because they are hard workers. It is also because beauty and fairness produce brilliance. Cucinelli is the one to engender this genius. “Oh, myesteemed men!” (O miei stimati uomini!) Cucinelli quotes Marcus Aurelius. It is from this statement that he has learnt to recognise value, to respect and admire, and to never rise above dignity. He applies the concept of remote working only when strictly necessary, because creativity dwindles and becomes degraded by a lack of human contact.   The story of humanistic capitalism is so long to recount (and so wonderful to hear) that Cucinelli has summarised it within his book, Il Sogno di Solomeo. These ideas, typically influenced by previous generations, took inspiration from the manual The Book of the Art of Trade by Benedetto Cotrugli – an Italian merchant during the Renaissance era – which speaks about “getting rich honourably”. One can choose whether to be “a seeker of work or a creator of work”: therefore, an entrepreneur is someone who creates development for themselves and for others. On one hand, there is the revaluation of the role of whoever decides to take this risk; on the other, there is the idea that they are doing so by enforcing a strong sense of ethic. A sort of return to business. An important lesson.  Cucinelli notes that, in Cotrugli’s story, this is fulfilled out of duty rather than pleasure. The death of his father in 1438 forced him to abandon his studies and take the reins of the family business. This was during a time when Italy was bestowing the Renaissance upon the world; and Cotrugli, who originated from Ragusa (currently known as Dubrovnik – which, at the time, was considered the fifth Italian Maritime Republic), was catapulted to Naples, in an environment where ethics and morals evidently left a lot to be desired. The family business, and by extension, he as the owner, “bought wool in Barcelona; turned it into cloth and thread in Florence and Prato, to then sell it on again in Constantinople and Venice”. Cotrugli travelled, visiting cities which formed the heart of that golden era. He breathed in the air of Florence, which was, at the time, Europe’s most powerful guild, and produced figures such as Donatello, Masaccio and Brunelleschi.   Among the 15 golden rules for “getting rich honourably” outlined within The Book of the Art of Trade, Cucinelli feels a “deep resonance” not only because of its modernity and its entrepreneurial insight, “but mostly for the system of values it imposes and passes on”, to “get rich honourably” by creating work and development with consistency. And he thinks back to the crisis, echoing the words of Roman statesman Marcus Tullius Cicero, as quoted by Cotrugli: we must not waver in the face of adversity or lose ourselves in our own prosperity. “Let’s talk about what this year has brought us, not what it has taken from us,” he states.   And this is the truest representation of a dedicated and kind businessman, who has spent half his time gazing up at the stars and loves to watch a fire flicker because it makes him “drunk on pleasant thoughts”. Life is blessed. We eat only what we must, so that there is enough for everyone. There was Seneca, there was Epicurus, and now there is the wonderful dream of Brunello Cucinelli and his beloved Solomeo. He spends his years contemplating centuries past and considering those to come. This, in itself, is a rare form of immortality.  In 2011, Cucinelli planted vines in the valley below Solomeo, and the first vintage of the wine made from this special site – 2018 Castello di Solomeo – is available from FINE+RARE. Read more about the project. This article was originally published in FONDATA, Issue One

As Brunello Cucinelli launches his new wine project – Castello di Solomeo – we dig into the philosophy of the designer behind Italy’s cashmere empire. Educator and business guru Germana di Falco sits down with the fashion icon to discuss his philosophy on business and life itself 

Italian cashmere tycoon and fashion designer Brunello Cucinelli on his new wine project Castello di Solomeo and his business philosophy 

Brunello Cucinelli – the fashion philosopher

Brunello Cucinelli: the fashion philosopher 

“I can die happy now,” Jon Bonné chuckles to me. The writer spent almost a decade as the wine guy at The San Francisco Chronicle, and is now Managing Editor at Resy, having spent time at Punch, writing for Noble Rot, Decanter and many more in between. His latest book, The New French Wine, was released earlier this year and The New York Times wine critic Eric Asimov dedicated an entire column to singing its praises – something he almost never does.  The hefty, two-part tome has been a long time in the making – almost a decade, in fact. The idea was a frivolous suggestion, casually agreed to over one too many drinks (“unsulphured Gamay in Oakland – as one does”) with his editor in 2014, soon after the publication of his seminal The New California Wine. But what was conceived as part of his quest for “the next thing”, to build on the momentum of his first book, rapidly spiralled.  “It's very hard to see a bigger picture of French wine because it is so overwhelming,” Bonné tells me over Zoom. Initially he’d envisaged a few trips, a project that would take a couple of years – but it “kept growing and growing and growing”.  “There was this much bigger story that I was sort of stumbling into,” the writer says. He gradually realised that there was an “enormous meta transformation” taking place across France – and this is what the book wrestles with. As he writes in the book’s introduction, “I imagined the new French wine would be about the undiscovered country – the cracks between known places.” But as he soon discovered, the new French wine was everywhere – and it took him nine years to piece it all together.   The work is split into two separate books – The Narrative and The Producers, the former the story behind the reference guide that forms the latter. The Narrative is a deep dive into the face of France and its winegrowing today, broken down by region, with break-out essays on topics such as natural wine, farming and the appellation system. It’s a rich tapestry of stories, interjected with the frank and striking photography of Susannah Ireland and occasional illustrated map by Francesco Bongiorni, reminiscent of Art Deco postcards.  For Bonné, the “new France” is about postmodernism, about “wilful rejections of the b******t of the past”. It’s about a (re)focus on site, about producers seizing their destiny and hunting for a more sustainable approach – in the vineyard, winery and beyond – although it’s far from that simple. “To understand French wine and to love it, you simply have to embrace its messy, self-contradictory, and, yes, complicated postmodern reality,” he writes. He points to Muscadet and Beaujolais as two of the most exciting and representative regions of this movement – both having entirely reinvented themselves within a generation. Producers here, he tells me, are “doing the work and focusing on terroir and technique and farming”, while Champagne “has completely transformed its vision of what its wine should be”.  Change is most importantly, however, “an inclusive force” – and looking at who did (and didn’t) make it into The Producers, Bonné’s definitive gazetteer of the nation’s movers and shakers, shines a light on this. It’s not a list of the vignerons he loves, it’s a pain-staking selection of those he deems significant and meaningful in the context of the movement – encompassing both more traditional names and those on the fringes. Take the Bordeaux chapter; you’ll find Pétrus, Lafleur and Pontet-Canet, as well as many less conventional, smaller and often natural-leaning properties such as Clos 19 Bis or Ch. Julia – with “Benchmarks” and the more up-and-coming “Names to Know” highlighted.  It’s fascinating – and fun – to see these two, seemingly opposing strands of France’s wine scene woven together. When I queried the inclusion of these elder statesmen of French wine, he highlighted how, for him, Pontet-Canet perfectly exemplifies the change in France today, with the forward-thinking Tesseron family handing the keys to previous cellar master Jean-Michel Comme to do “radical, radical s**t”.  Bonné deliberately chooses to champion those who have revved the engine of broader revolution – and those who reflect that revolution’s values. When it comes to Domaine de la Romanée-Conti, for example, he describes how they “upheld the moral pillars of Burgundy and winemaking” and “use their power for good”; whereas one top Pauillac estate he vehemently tells me is “perpetuating the worst practices of the Bordeaux trade”. For him, “wine is a consumable” and, as 21st-century consumers, “people have a right to explore the values of producers”.   While Bonné certainly likes natural wine – and many of the movement’s figureheads feature in the book, he is far from an evangelist. When he first started thinking about the book, natural wine was different; “It hadn’t quite catalysed into this very specific cultural beast,” he says, a cultural beast born in Hackney, Bushwick or Paris’s 11th. He talks about the movement’s “sense of tragic fashion” and how, with its clique-y nature, it has “baked in its own expiration date”. There were, he tells me, producers that didn’t make the cut – those who act as a “cautionary tale” for natural wine. “There are wines that can be delicate to being transported. And then there are wines that are just f***ed up at the source,” he says frankly.   His outlook is broadly positive for France, the nation’s ongoing revolution and its vignerons, but the book also acts as a call to arms of sorts, for: “The enforcers of the old ways will be forced to adapt, or they will perish,” he writes.  It’s not a perfect book. With a work of this size (over 860 pages and 600,000 words), it is almost inevitably slightly out of date by the time it is printed – especially with the pace of change today. Lafleur’s entry, for example, talks of Acte but not Les Perrières. I’d also have loved to have captions for each of Susannah Ireland’s images, knowing where – and of whom – they were taken. But these are quibbles.   I can’t pretend to be unbiased. Bonné is one of my favourite wine writers. There’s a lightness to his phrasing, with dry humour and a palate that I tend to identify with – although I’d argue he’s become a little more funk-friendly over the years. His writing is intelligent without being arduous. Perhaps it’s because, like Andrew Jefford, he was and is a journalist first. What really fills his writing is a sense of joy, of almost gluttony – it’s still filled with the excitement that so many wine writers seem to lose, as they tire of bottle after bottle of exceptional wine. He’s still easily absorbed by the stories that make each one different. For me, he doesn’t fit neatly into the critic box, even though it’s a term he uses to describe himself repeatedly in our conversation. “The notion of a critic has devolved to a place where you are simply handing out numbers,” he explains, but to him his work is about “criticism at a deeper level”. It’s about “being able to dive into the culture and come away with the insights and interpretation, and explain why certain wines really do matter”.  And it is this that makes The New French Wine stand apart. It isn’t just a wine book; wine is the lens through which Bonné observes a broader cultural shift. Whether you agree with everything he says or not, it’s a joy to read, hold and look at. It’s a book that will prompt conversation, prompt you to uncork bottles, prompt you to consider quite how complicated – and endlessly fascinating – France’s wine scene is. And is there anything more French than that?  The New French Wine: Redefining the World’s Greatest Wine Culture (Ten Speed Press) is out now.  Read more Editorial 

Ten years after The New California Wine was published, Jon Bonné has published a new book – an epic tale of France’s revolution. Sophie Thorpe caught up with the author to talk about his ambitious project to capture The New French Wine

We sit down with Jon Bonne, the wine writer and author of The New French Wine, to find out more about his second book

Writer Jon Bonne on The New French Wine

Facing up to The New French Wine: Jon Bonné

Three of the five First Growths are situated in Pauillac. What is it that makes this appellation so special? As Chateau Lafite neighbours Saint-Estèphe does it share an affinity with both appellations?

We can only be very biased when making comments on the Pauillac appellation, having two Chateaux in the appellation (Chateau Lafite & Chateau Duhart Milon). We are Pauillac
lovers and defenders! It is deeply rooted. The capacity to combine density, complexity
and elegance is unique. The capacity to age the wines is remarkable, such is the potential to seduce wine lovers with captivating aromas. One phrase, not from us, that we feel symbolises Pauillac’s wine is “an iron fist in a velvet glove”. When it comes to Saint-Estèphe, we are also very biased as we have four hectares planted next door to Cos d’Estournel and Lafon-Rochet. Those four hectares produce remarkable Cabernet Sauvignon which goes into the Lafite Grand Vin nearly every year. It is part of the original estate of Chateau Lafite, which is one of the reasons why we have a specific authorisation to include it in our final blend. Ripeness, structure, capacity to seduce are really what makes our Saint-Estèphe grapes so special. In the past you have talked about how well the terroir of Lafite manages with warm vintages – why do you think that is?

The Lafite terroir is extraordinary, it is such a privilege for us to work on this very particular piece of land. The density and depth of gravel, the capacity to restrain water, the quality
of the vegetative material, the high proportion of Cabernet Sauvignon… all those elements combined are certainly part of the answer. Cabernet Sauvignon is a fascinating grape in that regard, the resistance and capacity of never becoming too extreme is very fortunate. But Lafite is not only one terroir. People think about the hill of Lafite of course, but we have Anseillan which is a very interesting territory to explore, we have Bel Air on the South West not far from Duhart-Milon which is a bit more arid, we have the Plateau des Carruades –  a playground for Grands Vins for a century, and we also have the Caillava in the Saint-Estèphe appellation which makes us a bit unique in that regards. Our fortune is to be able to play
with this diversity in the final blend, always challenging ourselves every year. Tell us more about the five defining terroirs of Chateau Lafite: Plateau de Lafite: Located just outside the Chateau from our cellar up to the hill of Lafite down south on one side, and up to the villages of Milon and Loubeyres going west on another side. This plateau, from the quaternary period is a mix of very deep Clayey gravel on top of the hill, sandy-gravel closer to the Chateau on the western part, and some parcels planted on aeolian sandy soil. All is mainly planted with old Cabernet Sauvignon. This is the backbone of Lafite Grand Vin nearly every year. It gives fruit elegance, texture, and exceptional density. The magical playground for us. Plateau des Carruades:  The iconic and historic terroir des Carruades nestled between the south of Duhart-Milon and Mouton, is one of the most extraordinary pieces of deep clayey gravel soil from the
quaternary period. This plateau is planted with great Cabernet Sauvignon but also with the best Merlot of Lafite. It is today a terroir of experimentation for us where we conduct most of our biodynamical analysis. As for the Plateau de Lafite, it is a core component of our Grand Vin blend nearly every year bringing structure. Le Caillava: Le Caillava is unique and is one of the reasons why we believe Lafite has something special. Le Caillava is located in Saint-Estèphe between Cos d’Estournel and Lafon-Rochet. A wonderful terroir of deep clayey-gravel soil from the Quaternary period. Planted in 1927, Cabernet Sauvignon on this terroir gives spicy, ripe and structured grapes entering every year in the final blend of Lafite Grand Vin. Bel Air, Passe-Temps, Berret:  Our most southern and arid terroir is located south of Duhart-Milon vineyards, next door to our cooperage. Most of the terroir is gravel soil from the quaternary period, with some
blocks mixed with more sandy soil. Grapes from those two terroirs are very expressive, generous, and sometimes more hard than other plateau, but always useful in blends. Our plot of Cabernet Franc is also planted in this part. 
Anseillan:  Located on the eastern side of the estate, the closest to the riverside, on the other side of the road from Pauillac to Saint-Estèphe. Some terroir of clayey gravel soil on top of Anseillan
surrounding the village. On the lower part of Anseillan down the road and up north closer to the Saint-Estèphe border the terroir is alluvial-clay-limestone from the tertiary period. It is relatively evenly planted in Cab Sauv and Merlot, and with our parcel of Petit Verdot. It is a new terroir of exploration for Carruades that looks very promising. An even more precise “laser-cut approach” towards parcel management enabling us to pick lovely grapes bringing us joy and confidence for the future of this terroir that we better master. 
Making a wine for such a historical estate, do you feel the pressure to maintain the status quo? Making wine and working in such a historical estate is a privilege, first of all. And because it is such a privilege, we have a moral duty of not maintaining status quo and always challenging ourselves. What can we do better? How is Bordeaux evolving? What is
driving wine lovers’ appetites today?...  Great companies and chateaux are led with an entrepreneurial spirit. We work for the long term, to prepare the estates for the next generation, the decisions we take when it comes to
investment or vineyard management are really long-term. This is strongly rooted in values of Lafite and the Rothschild family. 
How do you balance this with your own desires as a winemaker to make an impression on the wine? It’s a very good question! It was a little bit difficult at the beginning for a young agronomist/oenologist arriving at Lafite. At this age, you always think that you will be able to start the revolution and change everything and have a huge effect on the wine. But, rapidly, you understand that Lafite is not yours and belongs to the family of course, but also to the World, to the great clients, and to the history. Thus, when that is understood, your action is only focused on increasing the quality step by step, but with respect to all those who are waiting for Lafite. 
With the 2019 vintage what do you feel are the most important elements behind the vintage? 
The vintage started beautifully with a dry and mild winter. Fine weather continued in early spring with an early vegetative cycle. Cold came between March and May and we crossed our fingers/held our breath 6 times fearing that frost might hit us badly. Careful vigilance from the team was key, so was the use of candles. The first flowers appeared in Pauillac around 28th May. This flower was unfortunately capricious due to important rains arriving during the second part of flowering, leading to small amount of “coulure” and “millerandage”. Early summer was the warmest recorded since 2003, fortunately relatively short, and the vineyards showed beautiful resistance. Rain miraculously arrived on 26th July with 45mm in Pauillac  – ideal for “veraison” to start. August was then fine, with average temperatures and some rain. Early September was dry, enabling us to start the harvest on 19th September in Pauillac, 13th September at L’Evangile and 8th October in Rieussec. As always at Lafite we follow our philosophy and DNA of wine with freshness, tension and beautiful ageing capability. We have a viticulturist approach to winemaking, 80% of a great wine comes from the quality of the fruit and the investment we put in the vineyards. What have been some positive surprises of the vintage? This year we had lovely surprises from “outsider vineyards” producing pure and elegant wines that have been replacing some typical vineyards in the final blend – as always testing is key, such as the capacity to always question ourselves. This is particularly true for the Merlots planted on more gravely-clay terroirs showing beautiful tension this year. For Carruades (the second wine of Chateau Lafite), the very important work done over the last year of precision and exploration of our Anseillan terroir is really paying off. The Merlots of Anseillan and our Cabernet Franc are giving a lovely density and elegance to the pure Lafite DNA. Overall for Lafite, this is a vintage that we call “modern-classic”. In the pure Lafite style, very Cabernet led, very pure, very precise, with some ripeness. This is reflected in the final blends that is 94% Cabernet Sauvignon, 5% Merlot, 1% Petit Verdot for Chateau Lafite Grand Vin, and 68% Cabernet Sauvignon, 27% Merlot, 5% Cabernet Franc for Carruades. Our gut feel is that just as there will always be a discussion between 2009 and 2010, we will have the same between 2018 and 2019. 2018 being closer to 2009, and 2019 being closer to 2010. What are the most important factors in regard to Chateau Lafite’s winemaking philosophy? 
When it comes to winemaking, we have a very traditional and, we could say, “hands-off” approach to preserve the quality of the fruit and reflect the vintage conditions. As an example, we always use a high proportion of press wine as we don’t go for “maceration pre-fermentaire à froid” or even “maceration post-fermentaire à chaud”. We don’t do “delestage”, we have always been very gentle on vinification at Lafite.  We don’t push on the dregs/marc - we are always very soft and traditional. This explains why we then have super high quality press wine that we can include in the final blend, this year up to 15% of the blend comes from the press wine! Normally this is closer to 10-12%. 
Have you made any changes at Lafite due to global warming? We are already very well equipped at Lafite in the context of global warning. The extraordinary terroir we mentioned previously, our strong Carbernet Sauvignon planting, the quality of vegetative materials are strong assets.  Nevertheless, we try to anticipate these changes. We have an internal research and development team running some tests with different plantings, with grass development (enherbement) in vineyards, with canopy management.  We are not sure that the future will be the introduction of new grape varietals, given the Cabernet Sauvignon is already a very resistant grape. The topic of density of plantation is more important, and we are working on a slow decreasing of it. The main change in Bordeaux is the succession of extraordinary vintages. In the past, once every 5 years we had a great vintage and every 10 years an exceptional vintage. Now nearly every year the vintage conditions are such that we can produce very good wines.  How we can sustain beautiful vintages year on year in the markets is one of the big questions for the future. But it is a great challenge to have – we prefer to have amazing wine every year, it will always be drunk at some point! It is our duty as owners and producers to create the moment for wine lovers to open our bottles. Something that Bordeaux Chateaux have not been particularly active on in the past. 
How do you feel Bordeaux’s reputation has changed in the world of fine wine in the last 20 years? 20 years ago Bordeaux was by far the leading region in the world of fine wine, maybe followed by Napa and Piemont. Then Burgundy and Northern Rhone were under the spotlight. Today we have seen the rise of other regions like Tuscany… Cabernet Sauvignon was the acclaimed varietal also, now Pinot Noir is trendy - of course from Burgundy but also from Central Otago in New Zealand, and from Oregon State. The world is more open, wine lovers are maybe more curious, the loyalty to big names in the world of fine wine (as in other categories) is also weaker. This can explain why today younger generations may enter the world of fine wines through other regions, when in the past Bordeaux was the point of entry. What is also striking is how Bordeaux is modernising itself with more professionalism in many Chateaux, more willingness to travel and meet wine lovers, more open to welcome people at the property, a better understanding of the world of fine wine. With the quality of the wines produced, with more willingness to travel and understand consumers, with greater attention on crafting experiences and creating occasions for people to open bottles, there is no reason to doubt that Bordeaux will continue to shine and seduce the younger generations of wine lovers that today might not consider Bordeaux as a preferred choice. What is Bordeaux's greatest asset? We don’t see many regions in the world like Bordeaux that have the capacity to produce extraordinary wines year on year with significant volume to create a very capillary distribution. The investments that are made both in the vineyards and in the cellar are absolutely impressive in Bordeaux. Bordeaux is one of the greatest and most dynamic cities in France today, very well reachable from Paris, London, Amsterdam, Geneva…, with many things to do for a week or weekend in the region. Many Chateaux have invested in great hospitality experiences to provide customers with a memorable experience. Bordeaux has everything in its hands to really stand out and continue to seduce wine lovers from around the world, we just need to communicate it! 
What is Bordeaux’s biggest challenge? Its lack of capacity to communicate the assets discussed previously. There is no other region in France and in the world that is experiencing so much “bashing” over the last few years. Are all the criticisms unfair? Certainly not, but everything is exaggerated, and Bordeaux is not able to speak with one voice on some big topics, to have a consensus, to unite forces to make people realise how Bordeaux has changed, how modern and open to world things are now, on top of the extraordinary quality of the wines produced! How have you been affected by Coronavirus? We have been observing the evolution of this terrible pandemic for several weeks, and we have been taking immediate measures in line with the authorities. Our first priority is the safety and well-being of our people in our Chateaux, in our Bordeaux and Paris offices, in our Domaine of Aussière, but also in our properties in China, Chile and Argentina. The second priority has been to maintain minimal staff in the properties for mandatory activities – we are right in the middle of harvest in South America, we were planning the bottling of Duhart-Milon 2018, we were finishing the blending of vintage 2019 in our
Bordeaux Chateaux… We hope strongly that this terrible situation will pass very soon for everyone. 
With En Primeur tastings postponed how will this affect the release of Chateau Lafite 2019? You know that we are very strong believers in the en-primeur system as it is a unique platform for Bordeaux wines enabling the Chateaux to have the best reach and international spread possible. However, as with every system it needs to be fine-tuned, recreating a
sense of magic to maintain desirability, and needs to provide a customer incentive to purchase en-primeurs. So yes, postponing the en-primeurs is not a decision taken easily, but given the circumstances it is a choice that had to be made. It is almost impossible to have a clear view of when this terrible crisis will end and thus when we would be able to reorganize the en-primeurs. One thing is for sure, as soon as the conditions are in place for people to travel safely, which we all hope to be in June/July, we will be delighted to meet them for tastings (either in Bordeaux or around the world) to share the wines of the 2019 vintage, and share our passion and dedication to produce some of the best wines in the world! Explore all current Ch. Lafite listings or browse more Editorial 

Chateau Lafite Rothschild Technical Director Eric Kohler and Commercial Director Jean-Sebastien Philippe of Domaines Barons de Rothschild on Bordeaux’s continued relevance in an ever-expanding and competitive global fine wine market

Interview with one of the most prestigious and world-renowned wine estates, Chateau Lafite Rothschild

Interview with Chateau Lafite Rothschild

Exclusive interview with Chateau Lafite Rothschild 

Horal

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