What Barton & Guestier does

Barton & Guestier is the oldest wine merchant in Bordeaux, France, founded in 1725 by Irishman Thomas Barton and formalized as a partnership with Daniel Guestier in 1802. The company operates from Château Magnol in Blanquefort, which simultaneously serves as the corporate headquarters, a Cru Bourgeois-classified AOC Haut-Médoc estate, and the home of the B&G Food & Wine Academy — a training and hospitality facility that trains approximately 450 trade partners annually and hosts open houses, wine dinners, and masterclasses. The firm sources wines from approximately 150 partner winemakers across France's major appellations (Bordeaux, Loire, Burgundy, Beaujolais, Rhône, Provence, Languedoc, Gascony, Corsica) and exports to 130 countries through a network of national importers and distributors, with additional direct supply to premium hospitality accounts (e.g., JW Marriott, CN Tower Restaurant, Four Seasons), duty-free/travel retail, and off-trade retail (Tesco, Leclerc, Jumbo, Auchan).

The product portfolio is organized into three primary categories. The AOC Wines line comprises 19 appellation wines (B&G Appellations spanning 23 appellations and 20 grape types), the Château Magnol estate wine, the Thomas Barton Réserve premium collection aged in French oak, selected partner châteaux, and historical heritage brands such as Prince Noir (since 1919) and 1725 Bordeaux Réserve. The IGP Varietal line includes B&G Réserve Varietals from Languedoc/Gascony/Corsica, the casual B&G Bistro range, and the Original B&G organic line. The Sparkling line covers Crémant de Bordeaux, Crémant de Bourgogne, Sparkling Chardonnay, Sparkling Rosé, and an alcohol-free option. The 2025 tricentennial was marked with the launch of Héritage 300, a limited-edition anniversary cuvée from the Duché d'Uzès appellation. Adjacent non-wine revenue comes from the B&G Culinary Passport and International Culinary Passport recipe books, branded merchandise (ice buckets, capsule cutters, banners), and Academy training services.

Revenue is generated primarily through one-time wholesale wine sales across the AOC, varietal, and sparkling categories, supplemented by professional services from the Food & Wine Academy and merchandise sales. Go-to-market is predominantly B2B via channel partners — national distributors in each of 130 countries, direct sales to premium restaurants and hotels, and duty-free — supported by an enterprise field sales team (overseen by Sales & Marketing Director Philippe Marion), brand ambassadors (including Marine Legoupil in Ireland), and a dedicated US subsidiary led by CEO Hubert Surville. Trade engagement is reinforced through the B&G Pro Club portal, major industry events (Vinexpo, ProWein, TFWA), and ongoing content programs (Words of Sommeliers, B&G Blog). The company is privately held (Registration No° 592 008 999, France), operates with 11–50 employees, has not disclosed revenue or funding, and currently holds ECOVADIS Silver, AFNOR ENGAGÉ RSE Exemplary Level, and HVE sustainability certifications.

Name

Barton & Guestier

Legal name

Barton & Guestier

Website

https://barton-guestier.com

Company type

Private

Founded year

1725

Operating status

Operating

Headcount range

11–50 employees

Short description

Barton & Guestier is France's oldest Bordeaux wine merchant, founded in 1725, producing and distributing AOC, varietal, sparkling, and organic French wines across 130 countries through importer and distributor networks serving premium hospitality and retail accounts.

Ownership category

akta.pro rank

Product category

Premium French Wines

NAICS

Wineries (312130), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wine Production & Winemaking (AFAFAAAB)

akta.pro secondary industries

Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

Keywords

• French wine merchant
• AOC appellation wines
• Sparkling wine production
• Wine education training
• Organic French wines

Headquarters

HQ city

Blanquefort

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. AOC Wine Sales: Barton & Guestier generates revenue primarily through the sale of Appellation d'Origine Contrôlée (AOC) wines sourced from partner winemakers across French wine regions including Bordeaux, Loire Valley, Burgundy, Beaujolais, Rhône Valley, and Provence. The company produces 19 AOC wines including Château Magnol, Thomas Barton Réserve, and B&G Appellations.
2. Varietal Wine Sales: Sales of IGP (Indication Géographique Protégée) varietal wines from Languedoc, Gascony, and Corsica including B&G Réserve Varietals, B&G Bistro, and Original B&G organic wines.
3. Sparkling Wine Sales: Sales of sparkling wines including Crémant de Bordeaux, Crémant de Bourgogne, Sparkling Chardonnay, Sparkling Rosé, and alcohol-free sparkling options.
4. Wine Education & Tourism: Revenue from the B&G Food & Wine Academy at Château Magnol which offers training programs for trade partners, wine dinners, and food & wine pairing workshops. Approximately 450 trade partners trained annually.
5. Promotional Merchandise: Sales of branded merchandise including the Kingsize B&G Icebucket, B&G Culinary Passport books, promotional materials, and point-of-sale items for distributors.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

Barton & Guestier is the oldest wine merchant in Bordeaux (founded 1725), producing and distributing French wines sourced from approximately 150 partner winemakers across all major French appellations including Bordeaux, Loire Valley, Burgundy, Beaujolais, Rhône Valley and Provence. The portfolio comprises 19 AOC wines plus IGP varietal wines from Languedoc, Gascony and Corsica, sparkling wines (Crémant de Bordeaux, Crémant de Bourgogne), and organic wines (Original B&G line). The company also operates the Château Magnol Food & Wine Academy in Blanquefort, providing trade training to around 450 wine professionals per year, and exports to 130 countries through a network of importers, distributors, premium hospitality, duty-free and retail channels.

Product overview

Barton & Guestier is a French wine merchant founded in 1725, offering a comprehensive portfolio of French wines across multiple categories: AOC Wines (Château Magnol, B&G Appellations with 19 wines from Bordeaux, Loire, Burgundy, Beaujolais, Rhône, and Provence, Thomas Barton Réserve premium collection, Châteaux Selected by B&G, and Historical Wines including Prince Noir), Varietal Wines (B&G Réserve Varietals from Languedoc/Gascony/Corsica, B&G Bistro casual wines, and Original B&G organic wines), and Sparkling Wines (Crémant de Bordeaux, Crémant de Bourgogne, Sparkling Chardonnay, Sparkling Rosé, and alcohol-free options). The company also operates the B&G Food & Wine Academy at Château Magnol and publishes culinary recipe books including the B&G Culinary Passport and International Culinary Passport.

Differentiator

Problem solved

Functional benefit

Brands

• B&G Pro Club: Professional wine enthusiasts club offering exclusive content, technical fact sheets, and resources for wine trade professionals.
• B&G Food & Wine Academy
• My B&G

Quantifiable outcome

• European Winery of the Year award by Wine Enthusiast Wine Star Awards 2024
• +4 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Cité du Vin (Bordeaux)flagshipStrategic or Co-development Partner · 7 June 2016Barton & Guestier is one of the major sponsors ('Master-Builder-Patrons') of Bordeaux's Cité du Vin, the world wine capital's new attraction. B&G sponsored the multi-sensory 'The Buffet of the 5 Senses' module and contributed documents from the B&G archives. Olivier Marc, Managing Director of Barton & Guestier, attended the inauguration by French President François Hollande.
• Wine Trust Estates (Australia/New Zealand)coreChannel Partner/ Reseller/ DistributorWine Trust Estates is the exclusive importer and distributor for Barton & Guestier wines in Australia and New Zealand. The company, led by Mark G. Arnold, is both a vineyard owner and importing company. They offer Château Magnol Bordeaux trip incentives for both on-premise and off-premise sales promotions.
• Suntory (Japan)coreChannel Partner/ Reseller/ DistributorBarton & Guestier wines were officially introduced to over 300 members of the Suntory sales force through presentations and tastings in Nagoya, Osaka, Hiroshima, and Kyoto. B&G wines are now available for both on-trade and independent off-trade in Japan.
• Gleeson (Ireland)coreChannel Partner/ Reseller/ DistributorGleeson is the Irish distributor for Barton & Guestier wines. Marine Legoupil serves as B&G Brand Ambassador based in Dublin, conducting extensive promotions, wine dinners, and tasting activities in Ireland.
• Bordeaux Wine Council (Korea)minorChannel Partner/ Reseller/ DistributorThomas Barton Réserve Bordeaux was selected as one of the Best Bordeaux Abordables in Korea by the Bordeaux Wine Council in 2007, supporting distribution and recognition in the Korean market.
• Sopexa (USA)minorGTM or Marketing PartnerSopexa's 'Wines of France' tour featured Barton & Guestier wines, including The Pairing Collection Lobster & Shrimp, as part of an ambitious US tour exposing people to French wine as everyday delicious wine that pairs well with American cuisine.
• Laurent Prada (Head Winemaker)flagshipOthersLaurent Prada serves as B&G's Head Winemaker and leads the winemaking team. He works daily in partnership with almost 150 winegrowers to produce 19 AOC wines. He developed the Thomas Barton Réserve Saint Julien and has been featured in numerous wine competitions globally.
• Frédéric Prouvoyeur (Chef de Cuisine)coreOthersFrédéric Prouvoyeur has served as Chef de Cuisine at Château Magnol since 1987. He created the B&G Culinary Passport with 19 recipes matched to B&G wines, developed food pairing recommendations, and hosted dinners for notable guests including Pierre Elliott Trudeau and Paul Bocuse.
• Dominique Laporte (Best Sommelier of France)coreOthersDominique Laporte, Best Sommelier of France, has created wine pairing videos for B&G wines including pairings with international gastronomy. He has conducted food & wine pairing sessions at Vinexpo and created recipe videos with B&G wines.
• Philippe Nusswitz (Sommelier-winemaker)minorOthersPhilippe Nusswitz, Best Sommelier of France in 1986, co-founded the Héritage wine with Laurent Prada. He worked for B&G in the 1990s and is one of the founders of the Wine Connaisseur program created at Château Magnol.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Castel Frères: Castel Frères is one of France's largest wine merchants and négociants, headquartered in Bordeaux, sourcing and distributing French wines globally. Directly comparable to B&G as a French wine merchant house with multi-region sourcing and broad international distribution through HORECA and retail channels.
• Maison Bouey: Maison Bouey is a Bordeaux-based négociant house that sources and distributes wines from multiple French appellations. Closely comparable to B&G in business model (asset-light négociant, multi-appellation portfolio, export-heavy distribution) and target customer (HORECA, importers, retail).
• Dourthe: Dourthe is a Bordeaux wine merchant and producer with a portfolio spanning multiple French appellations and exported internationally. Similar to B&G as a multi-appellation French wine house with an owned estate plus négociant structure and a strong on-trade/HORECA focus.
• Boisset Collection: Boisset Collection is a family-owned French wine group producing and distributing wines across Burgundy, Beaujolais, the Rhône, and other regions, with strong US presence. Comparable to B&G as a French multi-region wine producer/merchant with international distribution and wine tourism/tasting experiences.
• Advini: Advini is a French wine group combining owned estates, partner growers, and négociant activity across multiple French regions, with its own international distribution. Highly comparable to B&G's hybrid model of estate production plus sourced/Négociant wines and on-trade focus.
• Maison Albert Bichot: Albert Bichot is a Burgundy-based négociant and estate owner that sources from across France and exports internationally. Comparable to B&G as a multi-generational French wine merchant with négociant sourcing, premium positioning, and hospitality/tourism assets.
• Bernard Magrez - Château et Domaines: Bernard Magrez operates a portfolio of owned Bordeaux estates and partner-produced wines distributed internationally, with a focus on premium positioning. Comparable to B&G as a Bordeaux-based multi-estate wine producer with international premium distribution and cuisine/wine pairing programs.
• Maison Louis Latour: Maison Louis Latour is a Burgundian négociant and estate owner exporting French wines globally, with strong on-trade and wine-tourism heritage. Similar to B&G in long-standing family heritage, multi-region French wine sourcing, international on-trade distribution, and curated wine tourism experiences.

Broad incumbents

• Grands Chais de France: Grands Chais de France is one of France's largest wine producers and exporters, with a broad portfolio across all price tiers. Overlaps with B&G in French wine production and global distribution but operates at significantly larger scale and broader portfolio depth.

Regional players

• Compagnie Médocaine des Grands Crus: Compagnie Médocaine des Grands Crus is a Bordeaux-based négociant house specializing in classified-growth Bordeaux wines. Comparable to B&G's Château Magnol and Bordeaux négociant operations, though more concentrated in Bordeaux and on-trade fine wine.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BartonGuestier
• YouTubeyoutube.com/user/BartonGuestierWine
• Facebookfacebook.com/profile.php
• Instagraminstagram.com/bartonguestier_france

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Barton & Guestier