For the past three years, the estate of Jean Merlaut, the second grand cru to be classified in 1855, has been developing the welcome on the property. A team of four people works there all year round.
“They’re not tour guides. Above all, it’s a team that knows wine. Throughout the year, they participate in the development of the property. And they are there to share with visitors what we experience on a daily basis, a little of the intimacy of Gruaud Larose.” Jean Merlaut, owner of this second growth classified in 1855 of the Saint-Julien appellation, has made wine tourism a priority area of work.
“Today, we have four people all year round. They’re there for receptions, visits and themed tastings. If you come to us several times, we can help you discover new things each time.”
Three years ago, when he set up the company Gruaud Larose Œnotourisme inside the castle, the owner of this elegant property decided to give himself the means to bring his “treasure” to life and communicate it to the outside world.
“Although the impact is difficult to measure, this welcoming policy contributes well to the property’s reputation. Of course it does. People who have visited Gruaud become potential ambassadors. The communication aspect has become essential today. You have to live with the times,” argues Jean Merlaut.
Significant progress
If the wine tourism company’s turnover remained marginal in 2011, the forecasts for the 2012 season show a significant increase. Jean Merlaut is also aware that an investment phase is needed. This is why he has decided to expand his wine tourism team. Maisa Mansion, manager of this young company, recently led a team of three people with an average age of 30. The group is working to develop a development strategy, to develop visits, to make the castle more and more attractive.
“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’re also starting to see a few more people coming 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. For those who want to get to know the property, this is a privileged moment,” explains Maisa Mansion.
In detail, and for 2011, Gruaud Larose Œnotourisme received 36% of French speakers, 33% of English speakers. Asia, especially China, accounted for 9% of the traffic. “And there are always more,” notes Maisa. Then there are the Germans, the Dutch and people arriving from South America and other countries. The main “product” for tours is called “Chemin Blanc”. A walk during which the entire history of the estate is told (from the 18th century to the present day), ending in the cellars and a tasting of three wines.
Harvest workshop
The tour lasts two hours. “The essentials”, a shorter getaway, is sold at a price of 15 euros for a private visit and 8 euros for a group. A pricing policy that is intended to be accessible to as many people as possible and in the spirit of openness claimed by Jean Merlaut and his team. On the program it is possible to hold a harvest workshop, but also a reception for seminars, cocktails, lunches or dinners within the walls of Château 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 great believer in wine tourism,” says Jean Merlaut. And the winemaker concludes:
“Wine is sharing, it’s another language too. It’s a means of expression, with its codes, that allows messages to be conveyed.” A bit of music that the Gruaud Larose Œnotourisme team strives to take across borders.
