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Stephanie de Bouard: Angelus will refocus on traditional markets

Stephanie de Bouard, the new deputy managing director at Chateau Angelus, will make the property’s traditional markets her main focus.

‘Future development’: Hubert de Boüard de Laforest, Jean-Bernard Grenié, Stéphanie de Boüard-Rivoal

Stephanie de Bouard, the new deputy managing director at Chateau Angelus, will make the property’s traditional markets her main focus.

de Bouard, 30, is the daughter of Angelus owner Hubert de Bouard and the eighth generation of the family to join the renowned St Emilion Premier Grand Cru Classé, where she will work alongside her father and her uncle, Jean-Bernard Grenié,

In a wide-ranging interview with Decanter.com, she said the experience learned during a five-year career in private banking in London would stand her in good stead.

‘My role is to be in charge of the management of the estate…managing the investment, making major commercial strategic decisions, dealing with brokers and negociants and international distributors. All the experience I got in London, the networks of clients, and also meeting wine critics and journalists will be very valuable, as well as having an open mind in terms of finance and management.’

In terms of the future development of international markets for Angelus, de Bouard is clear that traditional European markets must be nurtured – while not losing sight of the Asian market.

‘We are aware that China and the wider Asia is a big market, but we don’t want to depend on one single market. It’s important for me not to forget other markets in Europe: France, Belgium, Switzerland, Luxembourg, Scandinavia.’

Emerging markets like Brazil and India, where they would expect modest growth of 5-10% over 10-15 years, should also not be forgotten, de Bouard said.

Speaking of the ‘excitement of Bordeaux 2011’ she said she believes that that vintage in Bordeaux is a useful vehicle for reaching these traditional markets.

‘Of course it’s too early to tell but it is a possibility that the traditional markets will come back to Bordeaux. The excitement of 2011 is that people can take their time to buy. Negociants say it’s going to take longer to sell than in the past.’

Like 2006, 07 and 08, which ‘took a few years to significantly appreciate in value, 2011 will appreciate but it will take time’.

de Bouard stopped short, however of suggesting that negociants are full of optimism for a vintage that has so far failed to ignite any passion in the market.

‘Are they optimistic? That’s not what I would say. I’d say they are not necessarily pessimistic, but it’s difficult for them to have clear view of what’s happening.’

Written by Adam Lechmere

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