Gérard Bertrand

Em 1987, quando eu tinha apenas 22 anos, meu pai morreu em um acidente de carro, deixando para mim a propriedade vinícola de 60 hectares no Languedoc que ele e minha avó haviam construído. Naquela época, eu jogava rúgbi de alto nível e a ideia de assumir os negócios da família estava longe. Mas eu sabia que aquele era um momento em que eu tinha que dar um passo à frente.

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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

Com os braços cruzados, Gerard Bertrand olha para um campo ensolarado de videiras.

Em 1987, quando o autor tinha apenas 22 anos, ele herdou um vinhedo de 60 hectares de seu pai, que havia morrido em um acidente de carro. No início, ele tentou equilibrar sua vida como jogador profissional de rúgbi com sua responsabilidade no negócio de vinhos da família, mas em poucos anos deixou o esporte para se dedicar à criação de um novo paradigma orgânico para o setor de vinhos no sul da França - a maior e mais diversificada região vinícola do mundo.
Desde 1993, ele adquiriu várias outras propriedades, totalizando 17. Atualmente, a empresa tem 400 funcionários, 400 fornecedores independentes e 12 unidades de negócios em todo o mundo. A Gérard Bertrand é uma marca de vinhos reconhecida internacionalmente, com vendas anuais de cerca de 180 milhões de euros. Quando Bertrand iniciou sua jornada, os vinhos de sua terra natal, Languedoc, eram considerados, na melhor das hipóteses, vinhos de mesa. Hoje, seus vinhos são reconhecidos em todo o mundo por sua qualidade, competindo com as melhores safras de Bordeaux e Borgonha.
Neste artigo, o senhor explica como o fato de colocar a natureza - tanto humana quanto ambiental - no centro de suas decisões contribuiu para o sucesso da empresa e continua a orientar sua estratégia.

O CEO do Grupo G&eacute;rard Bertrand sobre a transforma&ccedil;&atilde;o de uma empresa familiar de vinhos em uma marca global

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.

O CEO do Grupo Gérard Bertrand sobre a transformação de uma empresa familiar de vinhos em uma marca global

Resumo.

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