Destination Bordeaux.
Contributed by Jens Hoffmann
This is slightly a different hotel story, one without any wellness agenda and any restaurant tests.
We checked in at Château Montlabert. The subject is love with wine & the history of the family Castel.
Lets call it a Bordeaux “Saga Vinifera”, started in 1949, nine brothers and sisters create the Group Castel, based on a trade and distribution activity.
A diversity and a complementarity which ensured a perfect knowledge of the vineyard and wines in the various regions of production.
The purchase of vineyards and châteaux was obvious.
The sector “Châteaux and Vineyards” is less known, a silent activity in terms of marketing, communication and turnover (2% of the Group’s turnover), which is based on 18 châteaux and vineyards bought and developed since the 50’s. From the beginning in 1949, the brothers Castel had a policy of mass distribution for wines having the identity of their region of production, but they also looked for a particular and privileged link with the terroir. For the elaboration of brand wines, they always worked with strict specifications according to the expected final quality.
Since 1957, by the choice for a terroir first and a willpower for experimentation after, the châteaux of Castel conform to the family’s motto: Wine grower first and merchant then.
Everything with a single marketing signature: “Castel”. An anteriority which forces respect with a capital of 19 property in 2012, in the Bordeaux region, the Val de Loire and in the Languedoc-Roussillon. At present, #1 of the French wines in the world and #2 of the wines worldwide in terms of volume, its vineyards stretch for more than 3,000 hectares all regions taken together.
Castel Group often placed a member of the family as mastermind in charge of each property. Sophie Castel, graduate of an English international trade and modern languages university, has come to reinforce the marketing and communication department for the export part, event organization and in-house training of members of staff.
In a qualitative sphere, each property is followed up by external consultants in the Bordelais.
Keep goin. We enjoyed our stay in the beautiful Châteaux Montlabert and had a nice lunch nearby the pool.
The press trip was supported.by Organize Communications.
Photos: Daniela Stubbe & Jens Hoffmann
