Gérard Bertrand

En 1987, cuando sólo tenía 22 años, mi padre murió en un accidente de coche, dejándome la finca vinícola de 60 hectáreas del Languedoc que él y mi abuela habían construido. Por aquel entonces, yo jugaba al rugby de alto nivel y los pensamientos de hacerme cargo del negocio familiar quedaban muy lejos. Pero sabía que era un momento en el que tenía que dar un paso adelante.

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In 1987, when the author was just 22, he inherited a 60-hectare vineyard from his father, who had died in a car accident. At first he tried to balance his life as a professional rugby player with his responsibility to the family wine business, but within a few years he had left the sport to devote himself to creating a new, organic paradigm for the wine industry in the south of France&#8212;the largest and most diverse wine region in the world.
Since 1993 he has acquired a number of other estates, for a total of 17. The company now has 400 employees, 400 independent suppliers, and 12 business units around the world. G&#233;rard Bertrand is an internationally recognized wine label with annual sales of about &#8364;180 million. When Bertrand began his journey, wines from his native Languedoc were regarded as table wine at best. Today his wines are recognized around the world for their quality, competing with the finest vintages from Bordeaux and Burgundy.
In this article he explains how putting nature&#8212;both human and environmental&#8212;at the heart of his decision-making has contributed to the company&#8217;s success and continues to drive its strategy.

The CEO of Gérard Bertrand Group on Turning a Family Wine Business into a Global Brand

Con los brazos cruzados, Gerard Bertrand contempla un soleado campo de vides.

En 1987, cuando el autor tenía sólo 22 años, heredó un viñedo de 60 hectáreas de su padre, que había fallecido en un accidente de coche. Al principio intentó compaginar su vida como jugador profesional de rugby con su responsabilidad en el negocio vinícola familiar, pero en pocos años abandonó el deporte para dedicarse a crear un nuevo paradigma ecológico para la industria vinícola del sur de Francia, la región vinícola más grande y diversa del mundo.
Desde 1993 ha adquirido varias fincas más, hasta un total de 17. La empresa cuenta ahora con 400 empleados, 400 proveedores independientes y 12 unidades de negocio en todo el mundo. Gérard Bertrand es una marca de vinos reconocida internacionalmente con unas ventas anuales de unos 180 millones de euros. Cuando Bertrand comenzó su andadura, los vinos de su Languedoc natal se consideraban, en el mejor de los casos, vinos de mesa. Hoy sus vinos son reconocidos en todo el mundo por su calidad, compitiendo con las mejores añadas de Burdeos y Borgoña.
En este artículo explica cómo el hecho de situar la naturaleza -tanto humana como medioambiental- en el centro de su toma de decisiones ha contribuido al éxito de la empresa y sigue impulsando su estrategia.

El CEO del Grupo G&eacute;rard Bertrand sobre la transformaci&oacute;n de una empresa vin&iacute;cola familiar en una marca mundial

In 1987, when the author was just 22, he inherited a 60-hectare vineyard from his father, who had died in a car accident. At first he tried to balance his life as a professional rugby player with his responsibility to the family wine business, but within a few years he had left the sport to devote himself to creating a new, organic paradigm for the wine industry in the south of France—the largest and most diverse wine region in the world. Since 1993 he has acquired a number of other estates, for a total of 17. The company now has 400 employees, 400 independent suppliers, and 12 business units around the world. Gérard Bertrand is an internationally recognized wine label with annual sales of about €180 million. When Bertrand began his journey, wines from his native Languedoc were regarded as table wine at best. Today his wines are recognized around the world for their quality, competing with the finest vintages from Bordeaux and Burgundy. In this article he explains how putting nature—both human and environmental—at the heart of his decision-making has contributed to the company’s success and continues to drive its strategy.

El CEO del Grupo Gérard Bertrand sobre la transformación de una empresa vinícola familiar en una marca mundial

Resumen.

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