The renowned Burgundy house Bouchard Père & Fils has announced a transformative shift in its operations, focusing exclusively on wines crafted from its own vineyards.
This decision, which includes withdrawing from the En-Primeur system and discontinuing its négociant business, marks a bold new chapter for one of Burgundy’s oldest and most iconic wineries.
This strategic pivot follows the winery's acquisition two years ago by Artémis Domaines, the investment group owned by billionaire François Pinault. Artémis Domaines is also home to prestigious properties like Château Latour in Bordeaux, Domaine d’Eugénie in Burgundy, vineyards in Napa Valley and the Rhône Valley, and the Champagne house Jacquesson.
Scaling Down to Scale Up Quality
For Bouchard Père & Fils, the négociant business—responsible for about 60% of its production—has been central to its operations. However, stepping away from this segment will significantly reduce production by 60–75% compared to five years ago. According to Frédéric Weber, the winery’s technical director, this shift allows the team to enhance focus and precision.
"Five years ago, we produced between 1.8 and 2 million bottles annually. Today, with the Domaine focus, production is at 500,000 bottles," Weber explained. "This reduction enables us to devote more time to every stage of the winemaking process, from pruning to harvest, resulting in more precise and refined wines."
To achieve this precision, the team vinifies vines by age class, gaining deeper insights into the nuances of each parcel. For instance, the Corton Charlemagne vines are categorized into seven age classes, with only the most complex and mineral-rich vines used for the Domaine cuvée. "This rigorous selection process ensures superior quality," Weber added.
Redistributing Legacy Contracts
The négociant contracts that Bouchard Père & Fils previously held have been swiftly absorbed by other operations, ensuring continuity for those partners. This move also aligns with Artémis Domaines' broader strategy.
Additionally, vineyards in Côte de Nuits—including Premier Crus like Chambertin Les Cazetiers and Grand Crus such as Bonnes-Mares and Echézeaux—will now fall under the purview of Domaine d’Eugénie, another Artémis property. Meanwhile, Bouchard Père & Fils retains its impressive 99 hectares in Côte de Beaune, which span 77 Climats and 111 parcels, forming the core of its Domaine portfolio.
Innovations in Release Strategy
In line with its focus on quality, Bouchard Père & Fils is introducing new practices for wine releases. The 2022 vintage will be re-released this year, alongside older vintages that have undergone rigorous quality checks. These older wines are being refilled, recorked, sealed, and labeled, offering consumers guaranteed provenance directly from the winery’s historic cellars.
This approach aligns with changes at Clos de Tart, another Artémis property, which will no longer sell wines En Primeur but instead release them only after bottling.
A Vision Rooted in Exclusivity
Bouchard Père & Fils’ bold move reflects a growing trend in Burgundy: prioritizing vineyard ownership, small-batch production, and unrivaled quality. The winery’s decision to step back from large-scale production mirrors the prestige-driven ethos of its parent company, Artémis Domaines.
This strategic pivot not only enhances the winery’s reputation for precision but also secures its position as a benchmark for top-tier Burgundy wines. As Bouchard Père & Fils continues to refine its craft, collectors and connoisseurs alike can anticipate unparalleled expressions of terroir, now imbued with an even greater sense of exclusivity and provenance.
This transformation underscores a broader message: in a region as revered as Burgundy, less can truly mean more.
Source: Wein.Plus (citing The Drinks Business)