Saint-Julien. Saint-Julien. At the estate of Jean Merlaut, Second Grand Cru Classé in 1855, four people work all year round on the tourist offer. Wine tourism has become a priority at Gruaud Larose.
“Society is evolving. We travel more easily. People feel more of a need to have their own experience, to see for themselves. I’m a big believer in wine tourism!” From words to deeds, Jean Merlaut, owner of Gruaud Larose, this second Grand Cru Classé from 1855 of the Saint-Julien appellation, has equipped himself with the means to welcome visitors to his elegant Médoc estate who will become “potential ambassadors around the world.
In order to convert these “disciples” that he wants to increase in number, it was in people that the winemaker first wanted to invest. For the past three years, Gruaud Larose Oenotourisme, a company set up inside the chateau, has been managed with talent by Maisa Mansion, who has a master’s degree in tourism and trained as a sommelier at the Suze-la-Rousse wine university. She is now supported by three new employees. As a team, Maisa, Bérit Simonsen, Elodie Gratuze and Patrick Vibert work to develop a development strategy, to develop visits, to make Graud Larose ever more attractive.
They’re not guides. Above all, they are professionals who know wine well. They participate in the evolution of the estate. And they are there to share with visitors a little of the intimacy of Gruaud Larose,” explains Jean Merlaut.
“The castle is always open”
“In 2011, we welcomed 5,500 visitors to Gruaud. That’s 50% more in the space of a year. Attendance peaks between June and September. But we also start to get a few more people the rest of the year. The castle is always open.
In winter we try to offer other visits and activities, such as cooking workshops and tasting classes,” explains Mansão Maisa, for whom this is a privileged period. If the wine tourism company’s turnover remains marginal in 2011, forecasts for the 2012 season show a significant increase.
Jean Merlaut is aware that an investment phase is needed before reaping the rewards of this effort made by the château and its team. In detail, last season, Gruaud Larose Oenotourisme received 36% of French speakers, 33% of English speakers. Asia, mainly China, accounted for 9% of visitors. “And there are always more of them,” notes Maisa Mansion. Then there are the Germans, the Dutch and people arriving from South America and other countries.
Getaway on the “Chemin Blanc”
A walk through the estate’s vineyards and gardens, not forgetting a trip back in time, then a detour to the cellars and finally a tasting of three wines. The “star product” of Gruaud’s tours is called “Chemin Blanc”. During the 9th Best Of Wine Tourism ceremony, he was the 2012 winner in the “Promotion of environmental practices” category.
An incentive for a property that also remains accessible to as many people as possible. “The essentials”, a discovery of the property sold at the price of 15 euros for a private visit and 8 euros for a group, is in keeping with the spirit of a policy of openness claimed by Jean Merlaut and his collaborators.
To continue attracting visitors, the wine tourism program includes a harvest workshop, but also a reception area for seminars, cocktails, lunches or dinners within the castle walls. “If you come to us several times, we can help you discover new things each time,” assures the owner of the place, convinced that Gruaud “must keep up with the times”. And to conclude with passion: “Wine is sharing, another language with its own codes, which allows us to convey many messages.”
Julien Lesage
