Turning a Family Wine Business into a Global Brand

HBR Feb 2024

Transforming a family wine business into a global brand: Insights from Gérard Bertrand Group's CEO. Discover the strategic networking initiatives that paved the way for their success and the innovative approach to growth through biodynamic production and branding.

Gérard Bertrand, now an internationally acclaimed wine label with an impressive annual sales figure of approximately 180 million Euros, has come a long way. In a market where Languedoc wines were once considered mere table wines, they have successfully positioned themselves as a global contender, rivaling the renowned vintages of Bordeaux and Burgundy, and earning prestigious awards on the international stage.

Their journey has spanned just a few decades, where they prioritized the integration of nature—both human and environmental—into our decision-making processes and overall business strategy. Experience firsthand how they turned perceptions around and gained global recognition for their wines' quality. Exploring the role of strategic partnerships with key industry stakeholders in shaping our success and delving into the game-changing strategy focused on biodynamic production and distinctive branding that has propelled the Gérard Bertrand Group to new heights in the world of wine.