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A complex occupation, specific to
the Burgundy region
The job of Négociant-Eleveur combines the job of salesman
with the technical know-how of the winemaker (growing, and more
and more wine-making).
It is a key role that is truly only practised in the Burgundy
region, as traditional « négoce », as is
carried out in the Bordeaux region, involves only buying the
wines from properties or châteaux and selling them on.
Growing technical responsibilities
The most important task of the Négociant-Eleveur is
the growing itself. It involves looking after the wine from
as early as possible, from the land to the market via wine-making
and the ageing process. The role of the Négociant-Eleveur
is thus evolving toward a comprehensive one that encompasses
the entire process. This change brings together the job of
Négociant-Eleveur and that of wine-grower.
Today, grapes make up 50% of what Boisset Vins & Spiritueux
buys. The other 50% is made up of must or finished wine bought
through wine dealers who specialise in appellation wines. With
this growth in the grape market, and the necessity for the Négociant-Eleveur
to get involved, the border between grower and wine-maker is
becoming less and less obvious.
Links with suppliers
The links between the Négociant-Eleveur and his suppliers
vary according to region.
There are annual supply contracts that ensure not only the
quality and involvement of the Négociant-Eleveur in
the care for the vineyard but also a technical and commercial
partnership.
These links can also take the form of advisory partnerships
with the availability of oenologists and branch heads to help
the owner/growers, or special partnerships with quality bonuses
for the growers.
The role of the Négociant-Eleveur includes dealing with
the rise and drop in prices and market variations.
Links with clients
Clients are categorised according to type throughout the company.
Some sectors deal with individuals, other with cafés,
hotels, restaurants. Others deal with distributors, or wholesalers
in France or abroad, who then deliver to their own clients
in cafés, hotels and restaurants.
For foreign, less accessible markets, it is common to go through
importers, who operate quite large national or regional companies.
Sales are also carried out through organised distributions
channels such as big distribution or wine-merchants.
Finally, some companies deal in more specific skills like mail-order
or deal with « special accounts » such as airlines,
duty free shops and international hotel chains.
A strategic function
Belonging to a company such as Boisset Vins & Spiritueux,
that brings together a number of wine-producers, means that
each house must particularly reflect on how to affirm their
own brand and retain their own personality.
In addition, belonging to Boisset Vins & Spiritueux enables
wine-makers to be present in various market segments and to
have varied qualitative and price offers in the different
distribution circuits.
The particularities of the Burgundy region
The small size of the Burgundy wine-growing region and the
variety of its appellations means hundreds, even thousands
of supply sources from different owners, unlike other wine-growing
regions around the world where the land is much more concentrated.
The economic structure of the region also has an effect on
the competition, made up of Négociant-Eleveur, landowners
that sell their own wines and co-operative cellars (especially
for the generic appellations).
Finally, and like the Champagne region, the Négociant-Eleveur
in Burgundy is hampered by long term storage for long ageing
processes. This can be quite a financial strain.
Perspectives
The job of Négociant-Eleveur is sure to evolve even
more toward the early stages of the process with greater involvement
with the vines.
Technically, we are moving towards more and more specialised
and sophisticated equipment in terms of vats and vinfication,
bottling and labelling.
Finally, on an economic and commercial level, the job will
become even more intense with more emphasis on brands as they
are considered to be a guarantee for the consumer. |
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Who are we?
Domaine de la Vougeraie
