Bernard Magrez, owner of grand cru classé Chateau Pape Clément, is opening two shops early next year in Paris and Bordeaux.
The first is in the ultra-chic Opera district of the capital, while the Bordeaux shop is in Pessac Léognan next door to Pape Clément.
Both shops will hold Masterclasses twice weekly, inviting sommeliers and MWs to hold tastings across the full range of properties, which include the acclaimed Herencia del Padri from Priorat, and Bernard Magrez Napa Valley.
'The idea is to showcase the wines from our entire range,' Magrez told decanter.com. 'We have over 30 chateaux around the world, and over 90 brands within them. These shops will bring them together under one roof.'
Magrez is known for taking an innovative approach to developing his profile. The former owner of William Pitters négotiants, he has over the past few years built up a significant portfolio of properties in Bordeaux, the Languedoc, California, Argentina, Morocco, Spain, Portugal and Uruguay.
In addition to selling wines, the Bordeaux shop offers visits and overnight stays in Magrez's flagship chateaux in the region – which include Pape Clément, Chateau Fombrauge in St Emilion and La Tour Carnet in the Médoc.
'The idea of wine tourism is just taking off in Bordeaux, making this a good time to launch. But more importantly, it is a way for our customers to get closer to the Magrez wines. In today's market, you can no longer wait for customers to find you – you have to find ways to go to them. We hope in the future to launch something similar in London and New York.'
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