JOURNAL ARTICLE

The CEO of Gérard Bertrand Group on Turning a Family Wine Business into a Global Brand.

  • Published In: Harvard Business Review, 2024, v. 102, n. 1. P. 34 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Bertrand, Gérard 3 of 3

Abstract

The article focuses on the development and growth of the Gerard Bertrand wine business in the Languedoc region of France, tracing its transformation from a modest family estate into an internationally recognized brand. After inheriting the estate in 1987, Gérard Bertrand expanded the business through strategic acquisitions, a focus on biodynamic and organic viticulture, and innovative branding that emphasizes wine as an experiential product. The company now manages 17 biodynamically farmed estates, promotes a range of wines from everyday organic labels to luxury vintages, and has established a significant presence in global markets, including the United States. Central to its success has been a commitment to terroir-driven blends, sustainable practices, and creating emotional connections between consumers and wine.

Additional Information

  • Source:Harvard Business Review. 2024/01, Vol. 102, Issue 1, p34
  • Document Type:Article
  • Subject Area:Social Sciences and Humanities
  • Publication Date:2024
  • ISSN:0017-8012
  • Accession Number:174005006
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