Interview of Hubert de Boüard

Interview Primeurs 2009

Interview of Hubert de Boüard

Chairman of the First Top Ranked Growths
of Saint-Emilion Group

The tranfer of power between Eric D’Aramon – Château Figeac – and Hubert de Boüard – Château Angélus– took place in June 2009 at Vinexpo, during the dinner called “Collection Vintages” of the "First* Top Ranked Growths of Saint-Emilion Group (*15 First since 2006). SommelierS International wanted to know Hubert de Bouard's opinion and objectives as for the future of the Group in the 2010 context.

"During my travels since the beginning of the year, I could notice a strong interest from the whole world for the 2009 vintage. The owners know that quality is there, the “buzz” operated the communication. 2009 proves to be a great vintage, not to say anthological, with weather conditions being exceptional for the 25 last years. It is a very good Bordeaux vintage, from North to South, from East to West. The personal and economic strategies have often lead to remarkable things as one had the means for it.
To be Chairman of the First, in a small appellation -in view of the number of hectares- and with family businesses, also is an asset. I took this responsability to hand over, in the forthcoming years, to “young First”with an international vision, and more agressive on an economic point of view. I would like to communicate that our First are a jewel anchored in a magical place, an old-age village, the History of great wines. I think we have to go more further and pass the European boundaries. On Vinexpo Hong Kong, where a kind of euphoria reigned, la Jurade de Saint-Emilion, in partnership with the Commanderie de Bordeaux in Hong Kong, organized the opening reception of Vinexpo Asia Pacific, on Monday, May 24th. The dinner proposed food and wine matches with Saint-Emilion Grands Crus Classés and Saint-Emilion Premiers Grands Crus Classés being served. We are awaited on the various markets, we have to satisfy the demands for discovery of our wines...

The confusion due to the problems of classification caused damage to the whole appellation. This ranking is honest and turned towards the consumers as a guarantee of quality. We would like to reach a period of calmness and give back confidence to our markets. For the next classification, we work on systems of visits, of tastings and of written applications study, calling for independant organizations, while remaining under the aegis of the INAO*, for more openness and a guarantee of impartiality.
Economically speaking, the whole world has changed as much on the speculative level as on the pure consumption level. After the great 2005, and all its positive factors, the following vintages and the crisis have changed the order. We still are lucky to have he magic of the First... despite our smaller volumes, we need strong brands on the international ground. We have to preserve our optimism and work on markets with strong potentials like Asia… China, Hong Kong, Corea, Singapore, to bring our image of quality and dream. For the moment China is not yet a mature market but within 5 to 10 years, it may become the 1st country to drink grands crus classés, a fantastic potential!"

Florence VARAINE

*INAO : Institut National de l'Origine et de la Qualité,
formerly called Institut National des Appellations d'Origine.