Michel Rolland is right when he is defending his ability to manage wines on up to 200 wineries around the world in a recent article published in Harpers (read the article).
It is a fact: consultants play an increasingly important role in the global wine industry. But working with a large number of wine estates does not mean we advise them in the same way! It does not mean we do the same for each of them. Michel is absolutely right when he says that “The greatest wines are like Formula 1. Their performance is linked to the terroir first, however those who make adjustments successfully are those who win the race.”
Like Michel Rolland does, but in a different area – the 360° Communication Strategy – we first need to understand, as best as we can, the wine estate and the brand behind the wine. I mean for each client, anywhere in the world and at any critical time of its development. That is why I am always amused to hear criticisms of the “Rolland style” that Michel would impose to the wines he consults for. I am always amused because it reminds me of the criticisms I have received since 2004 when I started to speak about Luxury Wines. “It is absurd to associate Wine and Luxury” I often heard. But this has always been my style, the style of VitaBella Luxury & Lifestyle, and I think that, in 2014, even the most recalcitrant people understood that fine wines are now part of the world of Luxury. Still a great number of famous wine estates need “adjustment ” and that is why we are helping them. Ten years is not a lot but it was enough to change mindsets. Ten years…this is approximately the proper ageing required for a wine “made” by Michel Rolland to start showing the unique taste of its true origins.
(*Since 2003, Guillaume Jourdan has been advising more than 200 prestigious wine estates for their international communication strategy incl. Chapoutier, Hugel, Dr Loosen, Famille Perrin, Cos d’Estournel, Brad Pitt & Angelina Jolie’s Miraval…Write to Guillaume info@vitabella.fr)
