The
Wine merchant

21^st century

Wine merchants pulling the strings of the global market

AIn the 21^st century, Bordeaux’s wine merchants operate on a truly global scale. The trading houses supply wines to over 170 countries, navigating a path amid crises, shifting consumption habits, international competition and environmental pressures. The wine merchants are like conductors getting the best out of a vast orchestra: from purchasing and packaging to market release, logistics, marketing and digital communication. Not to mention CSR commitments, regional roots, efforts to reduce the environmental footprint of the wine industry and meeting consumer demands. Their ultimate goal? To maintain the connection between a historic wine region and constantly changing markets, positioning wine merchants as key players in both the transformation and global distribution of Bordeaux wines.

20^th century

Restructuring to survive

During the 20^th century, the wine trade could no longer afford to rely upon the intuition of the trading houses. From economic crises to wars, Prohibition and tumbling prices, the market was becoming increasingly complex. Winegrowers and wine merchants began to join forces, establishing the first interprofessional organizations, contributing to the foundation of the INAO and using the new PDO system to shore up their offer. From classifications to new appellations, the rise of estate bottling and the invention of supermarkets, wine merchants excelled at adjusting, specializing and structuring their product ranges. All the while, they continued to act as the essential bridge between the fragmented wine producing landscape and an increasingly globalized fine wine market.

19^th century

Golden age, crises and a new beginning

The 19^th century looked set to be a new golden age for the Bordeaux wine trade: output was increasing, exports were booming, and new routes were opening up in Northern Europe. The industrial revolution was good for business as the expanding rail network opened up new markets. In 1855, the official Classification of Bordeaux Wines commissioned by Emperor Napoleon III provided a clear point of reference for buyers all over the world. But international trade was not without risks, and new threats began to emerge, including mildew, powdery mildew and phylloxera. As the vines suffered, the industry innovated and adapted. Merchants had to learn to cope with fluctuating volumes and the changing styles of wine production.

18^th century

Booming international trade, Bordeaux becomes France’s biggest port

In the 18^th century, commercial relations with the overseas colonies took Bordeaux’s trading activities to new heights. Trade links with the Americas were intense: Bordeaux became France’s busiest port, a constant to-and-fro of boats laden with barrels. Fine wines made their way to the tables of Europe’s elites, the definition of a Cru began to take shape, and Thomas Jefferson was already floating the idea of a classification. For the first time, bottles began to be corked and sealed in Bordeaux, breaking with the old traditions of wine shipping and sales. The architecture of the city’s quaysides, with their imposing limestone façades, is a testament to the influx of wealth: the wine trade shaped Bordeaux just as much as its vineyards.

17^th century

The Dutch effect and a brand-new rhythm

When more stable times returned, there was a new gang in town: the Dutch. Not content with merely buying wine, they were keen to have their say on how it was made. The Dutch merchants sought wines suitable for distilling, encouraging the production of dry and semi-sweet white wines, while also helping to boost the reputation of some big-name estates. Above all, they brought with them a new level of logistical expertise: barrels disinfected with sulfur, improved storage conditions, optimized transportation. The quays of Chartrons became a buzzing hive of activity, with barrels rolling onto boats all day long. Bordeaux was no longer simply selling wine: the city now had its own comprehensive trade system.

15^th century

The end of English rule and the birth of the wine merchants’ district

The Hundred Years’ War put an end to this special relationship: in 1453, a defeat at the Battle of Castillon forced England to cede Aquitaine to the King of France, cutting the city off from its biggest trading partner. The wine trade was in trouble. But during the reign of Louis XI, it gradually recovered and foreign merchants returned to Bordeaux. They were allowed to set up shop in a new suburb outside the city walls: formerly called Chartreux, the district is now called Chartrons. The streets were soon lined with trading houses and barrel cellars. The Bordeaux wine trade was fast becoming an established force, with its own neighborhood, its own style and its own codes.

12^th century

Bordeaux goes British: the birth of a great trade

When more stable times returned, there was a new gang in town: the Dutch. Not content with merely buying wine, they were keen to have their say on how it was made. The Dutch merchants sought wines suitable for distilling, encouraging the production of dry and semi-sweet white wines, while also helping to boost the reputation of some big-name estates. Above all, they brought with them a new level of logistical expertise: barrels disinfected with sulfur, improved storage conditions, optimized transportation. The quays of Chartrons became a buzzing hive of activity, with barrels rolling onto boats all day long. Bordeaux was no longer simply selling wine: the city now had its own comprehensive trade system.

1^st century AD

The first wine trading routes

Burdigala, as Bordeaux was named at the time, didn’t just make wine: it was a trading hub, too. Thanks to the Pax Romana, it became possible to export the region’s top wines to other provinces of the Empire, transported over land and sea in terra cotta amphorae. The “merchant” system did not yet exist in the modern sense of the term, but the fundamentals were there: a port, a river, an in-demand product and a community of professionals overseeing its transport. When the Roman Empire collapsed, business dried up. But the monasteries continued to take care of the vines, laying the groundwork for a future renaissance.