| 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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