Château La Borie

 
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Recent history
Big works
Initiatives
Cellar, Rewards
Marketing
Emile Bories
Algeria (1)
Algeria (2)
Algeria 1962
La Borie 1963
Jacques Margnat
Yet in Algeria
Two families
Training
At the beginning
Ready
New era

 
 
Marketing

In 1963, the Margnat family operates through two main companies with different objectives: Margnat limited company for the wine trade and the SVF (Societe des Vins de  France, on 1965) for the bottling and the marketing. Jacques Margnat, with the SVF had a successful commercial tool installed all over France and quite a lot of other countries. This commercial tool was convenient for all the range of wines among which vintage wines through a subsidiary called DVF (Domaines et Vins Fins).

During the first three or four years of the reconstruction of Chateau La Borie the wine produced had nothing to be compared with the wine which we know today.  Nevertheless the trade's branches bought the wines from the very beginning at prices high enough to allow the estate to survive. Quickly Emile Bories obtained tangible results at the qualitative level. They were such as one can say that never the marketing encountered any problem to sell the wines. It turned out indeed that in 1968 Margnat & Co absorbed a very efficient Parisian business called Geveor, which marketed 400 000 hectoliters a year among which about twenty one thousand sold in CHR (Cafes, Hotels, Restaurants).

It was a real chance for the Chateau La Borie. Emile Bories was so sent by Jacques Margnat to present his wine to the former owner of Geveor which was anxious to insure the passage from a management to the next one. His nickname was the 'Father' Pompanon. He was accompanied with Guy Favier, HEC, (young person and nevertheless part of the team of Jacques Margnat), who had very quickly got stripes. Bamako, Dakar, and Jean Stouff in Brittany had provided to its training. The negotiation among the father Pompanon and Emile had very badly begun. Emile imagined he entered a conquered ground, his cousins being for the operation. What in no way pleased his interlocutor. More Emile smoke in his office and even around the laboratory, what was unforgivable and never forgiven crime. It is the young Favier who saved Emile Bories and  Chateau La Borie on the rebound. Chateau La Borie became famous and so for a long time in the restaurants and popular Parisian eating houses.

In 1973 Margnat parted from the branch of ordinary wines (table wines), but also the subsidiary in charge of vintage wines. The history often repeating, the "young" Favier had had the time to train another "young", Jean-Claude Bourrellis. Jean-Claude Bourrellis, general manager of Chauvenet', distributor of vintage wines in the Nuits Saint Georges in Burgundy, re-took in his account the marketing of wines of Chateau La Borie. The Chateau La Borie owes to Chauvenet its massive action towards the final consumer. And one owes to Emile Bories and to the quality of its wines the extraordinary phenomenon which makes it real that about ten years after the end of any marketing in France, each week the estate receives a mail or phone call issued by a former consumer looking for the way to buy wines of Chateau La Borie.

It is by respect to these customers and friends that Jerome and Eric Margnat, sons of Jacques Margnat, restarted, in 1998 , the bottling in the estate, from wines strictly selected for their capacity to evolve favorably in the cellars of the consumers.

  

 
 
 
 

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© 2001 Château La Borie
Suze-la-Rousse - 26790 - France