Interview with Antoine Dupré (CIVS'11)

The new CEO of Maison de Vin Vidal-Fleury shares his vision

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Antoine Dupré graduated in the class of 2011 from MS CIVS (Specialized Master in International Wine & Spirits Trade) ofthe School of Wine & Spirits Business (SWSB). He has just taken over the management of Vidal-Fleury, a prestigious wine house founded in 1781, with a strong international reputation.

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Business, markets, environment, trends: it gives us an overview of some of the key topics of the moment.

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What is your global vision of the international market today and how to position yourself there for a House like Vidal-Fleury?

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I must admit that my vision is quite pessimistic! Between the Trump tax in the United States — our number 1 market —, between the commercial uncertainties linked to Brexit — the United Kingdom is a big market for us too! —, the closure of restaurants in France and so on, this year will be complicated...

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That is why, and this is what I have learned from my previous experiences in larger structures, there is only one watchword: we have to be everywhere! There are no “small” markets, there are markets to develop and retain.

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It's time to “sow seeds.” It takes a minimum of 3 years to develop, it's a long-term job.

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However, are there new export markets where you would specifically like to “sow seeds”?

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The first markets that I would like to “push” — and that's the term because we don't have enough volume to talk about anything else given the size of the market — are China, Singapore and Hong-Kong.

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The main problem of the very particular Chinese market is that it is necessary to have someone on site to ensure the smooth running of processes, to boost sales forces, to go faster. If I consider these 3 countries as one and the same market, despite the difficulties caused by the health crisis, it represents the second largest market for French wines and spirits.

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So there is potential, we have to put the resources in place to develop it. Brazil also has great potential but is suffering the full brunt of the consequences of the health crisis. Northern Europe was quite dynamic this year with good growth, especially in the Netherlands, which consumed a lot during this period. Finally, globally, markets managed through state monopolies (Canada but also Sweden or Norway) have remained fairly dynamic as well, with good management of the supply of imported wines.

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How do you see the place of French wines on the international market?

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Do they still dominate or is it a myth that is beginning to fall? For me, the place of French wines internationally is a myth that has already fallen! Look at the United Kingdom for example: the first imported wines are now Australian, Chilean... It was the same for China, which “shunned” Bordeaux wines in favor of Australian wines, even creating a free trade policy between the two countries! Strategy broken in 2020 by China, in particular following Australia's call for an international investigation into the origins of the Covid-19 epidemic. By the way, this situation makes me think that perhaps there would be a playing card here for wines from the Rhône Valley...

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French wines obviously maintain their reputation, but within the same region, our competitors are also South African, Australian, Chilean... They do not have the same production constraints that we have in appellations, while being very good technically and for some with labor costs that are far from ours.

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What is your opinion on the rise of so-called responsible approaches?

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We all need to be involved in more “eco-friendly” approaches. Beyond the demand that emanates from many markets, it is a necessity in itself.

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I am not a pro-organic person — even if I have already worked to convert a domain — or a pro-biodynamic person, but in any case it seems fundamental to me to reason our impact. Not everything is black and white: there are some very positive things about organic farming, but there are also some bad things like the accumulation of heavy metals such as copper in soils. Hence, in my opinion, the importance of developing real “reasoned agriculture”, without dogmatism.

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We must not forget that a winegrower is above all a farmer: in order to live he must produce, and to produce he must fight as best as possible against all the diseases and against all the problems that can hinder this production. I am thinking of grass for example, which is the biggest challenge in organic farming.

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Your arrival at the Vidal-Fleury Management was accompanied by the announcement of a strengthening of the environmental strategy: what does it consist of?

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The idea is to position yourself in this window of improvement that is the strict reasoning behind your cultivation method, by favoring approaches that respect the environment. At our level today, the “High Environmental Value” HVE level 3 seems to me to be the most consistent both nationally and internationally.

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That is why I encourage all of our partners to freely engage in this path. Sustainable and sustainable agriculture is the agriculture of tomorrow. A lot of export markets ask us for it. We must not forget that making wine is easy today, but selling it is more complicated for many players in the sector, which is an ultra-competitive sector both locally and internationally. It is therefore imperative to catch up in terms of the environment.

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What can you say about the impact of Covid on market trends?

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Clearly the situation is contributing to the rise of online shopping.

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We are also witnessing the development of BIBs — for “Bag In Box” —, these vacuum wine bags equipped with a small tap.

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This practice is synonymous with larger volumes, and beyond a simple trend, I think it has become a real and sustainable way of consuming!

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Finally, let's talk about your time at the School of Wine, within MS CIVS: do you have a memory to share and advice to give to a student who would like to have a career similar to his?

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It is not a single memory but several that I remember from MY CIVS : the various study trips, which are always very rewarding.

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And then the advice I would give is to listen to the market, to be comfortable and to do your job as best as possible.

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Also, know how to seize opportunities when they arise... and where they are — which may require taking out a subscription with a mover and having a family ready to follow you!