Bernard Magrez

Name

Bernard Magrez

Legal name

Bernard Magrez SAS

Website

https://bernard-magrez.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Premium Bordeaux Wines

NAICS

Wineries (312130), Grape Vineyards (111332), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)

SIC

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

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Wine Production & Winemaking (AFAFAAAB), Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

Keywords

• Bordeaux wines
• Grand Cru Classé
• Wine tourism
• Luxury spirits
• Vineyard estates

Headquarters

HQ city

Pessac

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wine Production and Sales: Primary revenue stream from producing and selling premium wines under Bernard Magrez label, including 4 Grand Cru Classés (Château Pape Clément, Château La Tour Carnet, Château Fombrauge, Clos Haut-Peyraguey) and accessible brands (Bleu de Mer, Bordeaux n°12). Wines are sold through retail, restaurants, and direct-to-consumer.
2. Wine Tourism Experiences: Revenue from château visits, wine tasting sessions, accommodation (chambres & suites), event hosting, and the Les Clés du Vin boutique at Château Pape Clément. Experiences include workshops, private events, and 'Jeudis-vins' weekly events.
3. Gin & Vodka YZ Spirits: French-style spirits line extension marketed as 'the ultimate innovation' beyond wine, extending the Bernard Magrez brand into the spirits category.
4. Start-Up Win Incubator: Wine industry startup incubator launched 2021 in Bordeaux, expanded 2023 to Strasbourg. Generates revenue through startup investments and partnerships in AI, sustainable viticulture, and environmental protection technologies.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Bernard Magrez is a French privately held wine producer and merchant that owns 42 vineyards across 9 countries, including four Grand Cru Classés in Bordeaux: Château Pape Clément, Château La Tour Carnet, Château Fombrauge, and Château Haut-Pomérède. The company produces and distributes a full range of wines from ultra-premium château cuvées to accessible labels (Bleu de Mer, Bordeaux n°12), alongside spirits including Gin & Vodka YZ. It also operates wine tourism experiences (stay, gastronomy, tours) at its château estates and runs Les Clés du Vin, a direct-to-consumer boutique in Pessac.

Differentiator

Problem solved

Functional benefit

Brands

• Bleu de Mer: Wine collection from Pays d'Oc and Provence regions - rosé and white wines embodying Mediterranean lifestyle
• Bordeaux n°12
• 58
• Contemplation
• Douce Vie
• Lueur
• Gin & Vodka YZ
• Château Pape Clément
• Château La Tour Carnet
• Château Fombrauge
• Clos Haut-Peyraguey
• Château Les Grands Chênes

Products and services

• Château Pape Clément Grand Cru Classé red and white wine from the Pessac-Léognan appellation in Bordeaux, recognized for its centuries-old heritage and recognized quality.
• Château La Tour Carnet Grand Cru Classé red wine from the Haut-Médoc appellation in Bordeaux, dating back to the 12th century and part of the group's classified estate portfolio.
• Château Fombrauge Grand Cru Classé red wine from the Saint-Émilion appellation in Bordeaux, recognized for its heritage and quality.
• Château Haut-Pomérède Grand Cru Classé red wine from the Saint-Émilion appellation in Bordeaux, part of the group's classified estate portfolio.
• Gin & Vodka YZ Premium gin and vodka brand produced by Bernard Magrez, extending the group's luxury portfolio beyond wine.
• Bleu de Mer Accessible wine brand by Bernard Magrez distributed through French mass retail for mainstream consumers.
• Bordeaux n°12 Accessible wine brand by Bernard Magrez distributed through French mass retail for mainstream consumers.
• Wine tourism experiences Tourism experiences offered at the group's 42 vineyards across 9 countries, including château stays, gastronomy, and vineyard tours for oenotourism visitors.
• Les Clés du Vin boutique (Pessac) Direct-to-consumer wine boutique operated by Bernard Magrez in Pessac, France, offering the group's wines directly to consumers.

Quantifiable outcome

• 100/100 Robert Parker score achieved for Château Pape Clément 2010 red wine
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Fondation Bergonié and Institut BergoniéminorOthers · 6 March 2024Bernard Magrez supports cancer research through renewed partnership with Fondation Bergonié and Institut Bergonié. The generosity enabled the institute to acquire a new chemotherapy robot. Bernard Magrez's philanthropy mission is 'Aider l'autre. Aider les autres.' (Help others. Helping others.).
• Alain BaratoncoreStrategic or Co-development PartnerAlain Baraton, chief gardener of the Domaine de Trianon and Château de Versailles since 1982, designed the Jardins Extraordinaires at Château Pape Clément. These gardens feature over 600 rare and exotic plant species, combining French formal garden tradition with Mediterranean and tropical collections.
• Start-Up Win Incubator EcosystemminorStrategic or Co-development PartnerWine industry startup incubator launched 2021 in Bordeaux, expanded 2023 to Strasbourg. Supports startups focused on AI, sustainable viticulture, and environmental protection in the wine sector. Represents Bernard Magrez's commitment to innovation in the wine industry.

Scale indicators4 records

Recent moves5 records

Direct peers

• Domaines Barons de Rothschild (Lafite): Owns Château Lafite Rothschild (1er Grand Cru Classé 1855) and other classified growths across Bordeaux and international regions. Closest peer in terms of multi-château classified growth portfolio and prestige-positioned Bordeaux wine strategy.
• Marchesi Antinori: Italian family wine producer with estates in Italy, California, Chile, and Hungary. Comparable as a multi-century, multi-country premium wine family operation with heritage-driven brand storytelling.
• Champagne Bollinger: Family-owned luxury French wine house (Champagne) with international fine dining distribution. Comparable in heritage positioning, family ownership structure, and premium on-trade channel focus.
• Château Margaux: Bordeaux 1er Grand Cru Classé 1855 in Margaux appellation. Directly comparable as a flagship Château with a small portfolio of classified growth wines targeting collectors and fine dining.
• Familia Torres: Family-owned Spanish wine producer with vineyards across Spain, Chile, Argentina, and California. Closely comparable as a multi-country, family-controlled wine house with strong premium and accessible portfolio tiers.
• Baron Philippe de Rothschild (Mouton Rothschild): Owner of Château Mouton Rothschild (1er Grand Cru Classé 1855) in Bordeaux and multiple wine estates globally. Most directly comparable to Bernard Magrez as a family-owned Bordeaux Grand Cru Classé owner with international luxury wine positioning.

Broad incumbents

• Pernod Ricard: Global wine and spirits conglomerate owning brands like Mumm, Perrier-Jouët, and Jacob's Creek. Comparable in international wine distribution reach and multi-brand portfolio strategy, though vastly larger and more diversified.
• E. & J. Gallo Winery: One of the world's largest wine producers, family-owned, with mass-market and premium tiers across multiple regions. Comparable in family ownership and tiered premium-to-accessible brand strategy, though at significantly larger scale.
• Treasury Wine Estates: Public Australian wine company owning Penfolds, Wolf Blass, and other premium Australian and Californian wine brands. Comparable as a multi-region premium wine operator, though structured as a large public company rather than family-owned.
• Moët Hennessy (LVMH Wines & Spirits): LVMH's wine and spirits division owns multiple Bordeaux Grand Cru Classés (including Château d'Yquem, Cheval des Andes), Champagne houses, and global wine brands. Overlaps with Bernard Magrez across premium Bordeaux but operates at vastly larger scale with a broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/bernardmagrez
• YouTubeyoutube.com/user/MagrezBernard
• Facebookfacebook.com/Bernard.Magrez.Vignobles.Proprietaire
• LinkedInlinkedin.com/company/bernard-magrez-grands-vignobles-proprietaire
• Instagraminstagram.com/bernardmagrez

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 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 Bernard Magrez