William Bardin . It operates the Castle at Cayx Luzech in the Lot, vineyard owned by his uncle, the Prince Consort of Denmark, and has opened four stores in this brand in China.
And four. While the Shanghai World Expo attracts the eyes of the world by displaying the power of the Middle Kingdom, William Bardin savoring the opening of the fourth boutique "Cayx Castle" in China. Here in Wenzhou, "small town ten million people "in the suburbs of Shanghai, the Chinese discovered the charms of the art of French living. In a luxurious and romantic high-end, they are enjoying since the end of last year's wines Cayx Castle, which is operated Luzech in the Lot. An area of 21 acres owned by his uncle, Prince Consort of Denmark, which has to stay there regularly with his wife Queen Margrethe II. Just walk with William Bardin vineyards and let him speak of terroir, the wines of Cahors, Malbec and unconventional qualities of it to understand how it is a true lover of the earth and what it produces better thanks to the expertise of men. A love that is rooted in childhood alongside his grandfather Andre de Laborde de Monpezat, Henrik's father, Prince of Denmark. Born in 1960 in Cahors, Guillaume Bardin has indeed spent six years with his grandparents in the Lot, six years have marked him forever: "An exciting childhood at the farm where we trod the wine and foot it was the common thread throughout my life. During this period I told myself: I, too, one day I want to be able to create or buy a domain. " After studying at Toulouse Caousou then to university where he obtained a license (AES Economic and Social Administration), he turned naturally to the world of wine. A first job at a company in Cahors determinant. "They had the foresight to send me an internship at Robert Mondavi in the U.S., and it was a revelation from the genius" he recalls. We are indeed at the dawn of a revolution. He attended as a spectator to the association of it with Philippe de Rothschild to create Opus One, "this is que j’ai compris ce qu’allait être la déferlante des vins de cépages » se souvient-il. Paradoxalement, c’est en ces terres américaines qu’il découvre le Malbec et cultive le goût de l’excellence et du professionnalisme made in USa. De retour en France il fait son rapport à son employeur, persuadé qu’il faut lancer une marque en communiquant sur ce cépage « qui est une véritable diva ». Il effectue ensuite un passage « enquiquinant » dans une banque à Paris et met le cap sur Londres où il travaille deux ans avec un importateur de vins d’Afrique du Sud. « C’était passionnant mais je suis parti trop tôt. Two years after my departure was the end of apartheid, the country's openness and the friend with whom I worked made a fortune. " William, himself, returned to his native South West and the looming year 1991 is going to change his life forever: "I was still unemployed with the objective of creating a domain or buy but no money. In fact it was love that saved me "he recalls. He met in fact that would become his wife, Laura, moved to Paris with her that is rapidly expecting their first child and joined Baron Philippe de Rothschild. He remained there fifteen years, different positions to finish senior officer in charge of major accounts. After spending six years in Champagne, it is finally in his beloved Toulouse, where he started his own business of marketing wine that still works. In 2007 his uncle, owner of Castle Cayx since 1974, it offers a solution for the sale of wine that was previously assigned to a distributor and was in fact true fallow. "I went for a chair, two sawhorses and a tray to make me an office and we started like that. It was hard because we had to start from scratch but I knew cela ne pouvait que fonctionner car il y avait le château, magnifique, un terroir exceptionnel, du très bon vin et une belle signature. Il n’y avait aucune raison que cela ne marche pas ». À l’époque le domaine ne réalise que 250 000 euros de chiffre d’affaires et perd de l’argent. Trois ans plus tard le résultat est positif et le chiffre est monté à plus de 800 000 euros avec 150 000 bouteilles produites par an. Si environ 50 % de la production part au Danemark, la Chine en achète désormais près de 30 %. L’ambition étant de développer la marque Château de Cayx à l’image de ce que peut être l’enseigne Nicolas, en offering his own wine course but also a selection of other vineyards. It's a contact with the leaders of the group Paris Store, the number one European imported Asian products, he knew they start when he was at Philippe de Rothschild, who opened the doors of China . "Now I do not know how far it will go but the potential is huge. We have not done any marketing plan and proceed in stages but things are going very fast. " In June also open the fifth store in Shanghai. In its stores to the image of a dining room Castle, the Chinese love the atmosphere in fact historical monarchy. "We also had a tremendous advertising at the inauguration of the first shop. Prince Henrik, who is Eastern languages, has indeed attracted the media by speaking in Mandarin and we had an enormous impact. " Beyond this Chinese adventure, he wants to raise his wine "in the courtyard of the very large" and is passing fierce defender not only of wine but more broadly of the agricultural world: "It is clear that he suffers terribly . We talk about fair trade, purchasing power, management territory and left completely up being farmers. I do not understand and it hurts me. In wine, for example, we are the world leader, second contributor to the French export behind Airbus jobs not be outsourced and we do not even have a secretary of state. On one side a world that is starving and we let our farmers die of their work. It's incomprehensible. " Hervé
Chossat
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