Can you introduce us to WI&NE (Wine Invest & New Expert)?
WI&NE is an association of experts specializing in the wine and vineyard sector, with roots in Nouvelle-Aquitaine, Provence-Rhone, and Occitanie. Our mission is to guide potential investors and help them avoid the common pitfalls of starting a new venture without sufficient knowledge. We provide support from the project's inception to the recruitment of experienced personnel and training for future owner-operators.
Acquiring a vineyard requires an agency that understands the investor's expectations and capabilities. Depending on the property selected and the investor's level of knowledge, WI&NE experts step in: certified accountants, legal, tax, and social lawyers, sworn surveyors, land experts, and more. We aim for perfection for our clients. WI&NE is like a toolbox that evolves every year.
The association's experts adhere to four core values: availability, security, integrity, and confidentiality. How are they selected?
A committee convenes as needed to plan activities and meet with prospective experts, who present themselves during a monthly luncheon we organize at ACSO. Candidates are selected through co-option based on their expertise. These luncheons often feature a prominent figure from the wine industry sharing insights about their success, projects, and aspirations, making them enriching for everyone involved.
Experts are expected to be available whenever an investor visits our region. It's a significant strength to arrange meetings with bankers, wine brokers, surveyors, accountants, or lawyers within 24 hours. We’ve implemented a pairing rule and a code of ethics, as we often deal with overlapping clientele within the same region. Co-opting an expert primarily depends on their professional and corporate expertise, but also on their personal qualities to ensure high-quality service for our investors. No rigid profiles, no favoritism.
The association celebrated its 10th anniversary in June 2024. What changes have you observed in the wine industry over the past decade? Have vineyard sales increased?
Since I started selling vineyards, every investor wants to thoroughly understand the market. Bordeaux, the global capital of wine, is a prime example. Most investors who began without proper guidance struggle or are on the verge of struggling. In the past, buyers often acted on impulse, but that's no longer the case.
Over the last decade, Bordeaux has experienced significant transformations in vineyard ownership. Since the 18th century, there have been several waves of investors—English, Irish, Scottish, Belgians, Russians, Japanese (in the 1970s), and Chinese (from 2008 to 2018). In Bordeaux, around 4–5% of vineyards are consistently on the market. Often, the perfect match for an investor isn't among the officially listed properties, so we confidentially consult experts with access to potential opportunities, frequently uncovering ideal matches.
Our 10th anniversary brought together professional friends from the industry who share our values. The event was attended by 280 people, with Pierre Lurton graciously sponsoring the celebration.
Do any particular nationalities dominate the interest in French vineyards?
The buyers we assist are often French-speaking or francophone professionals outside Bordeaux, Europeans in the industry, or Americans with precise plans. Many Chinese investors have also shown interest across all regions, although only those with well-crafted business plans remain active today. Foreign investors still make up the majority.
Each member typically includes the WI&NE logo next to their signature, with a link to our website. We maintain a lively LinkedIn page and host conferences on wine investment at trade fairs. Buyers come to us because of our reputation and the proactive efforts of our members. For non-French or English speakers, we always work with certified translators.
When I meet foreign buyers before property visits, I ask them three questions: What are you capable of drinking (this often ends humorously), giving (philanthropy is admirable), or selling (the ideal scenario). It always brings laughter, but I remind them when they visit a 10-hectare vineyard that they have to Drink, Give or Sell 50,000 bottles. That’s a lot !
In your opinion, what initiatives could address the current challenges facing the wine industry?
That is the question... The challenges are numerous: the world now produces high-quality wines everywhere, younger generations drink less but better (which often means more expensive wines), individuals no longer maintain personal cellars, and there is increasing pressure from health-conscious groups advocating “no”, “low”, and “without” consumption.
The French wine model was unique and profitable but now must reinvent itself. It’s not simple, but solutions exist, and we have always been inventive. Small-batch production, innovative packaging, and well-presented single-varietal wines are ways to adapt and present ourselves in a fresh light. Our professional organizations are working tirelessly, and we must trust them. They often start slowly, but once they gain momentum, they excel.
In the coming decade, over 30% of the vineyard landscape will change, whether voluntarily or not. We must focus on producing what we can sell—and drink. Bordeaux, like other French wine regions, must reinvent itself. This drives us forward. We meet incredible winemakers and buyers every week. WI&NE’s role is to connect them to ensure history and success continue.
Interview by Sandy Bénard-Ravoisier
Photos : WI&NE
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