One day, Laurent d’Harcourt – Chairman of the Executive Board at Champagne Pol Roger – told me: “At VitaBella, you’re the spin doctors of the wine world.”
A spin doctor is the behind-the-scenes strategist – the one who shapes communication plans, fine-tunes the messages that need to be delivered, and steers media relations. Minus the negative connotations, that’s exactly what we often do in the wings: orchestrating and optimizing our clients’ images and their brands.
Among the many projects we tackle, one topic keeps coming back and is especially close to my heart: umbrella brands.
We’re often asked: Should you build an umbrella brand to sit above all the labels you own?
Right now – with the wine industry in crisis, portfolios being reshuffled, and acquisition opportunities on the horizon – this question feels sharper than ever. Strategies are being redrawn, yet clarity is not always at the table.
L’Oréal, Gucci, LVMH…umbrella groups, umbrella brands, even association names – they all share a common goal: to become a catalytic force that elevates, energizes, and accelerates every brand it encompasses, propelling them well beyond their individual capabilities — in essence, to act as a true multiplier of collective strength.
Latest example? Artémis Domaines splitting the historic Bouchard Père & Fils estate in Burgundy, and creating Domaine des Cabottes. A bold move I personally endorse – but one that magnifies the question of the umbrella group’s image. Artémis Domaines is not just decorative. It’s a lever.
So what exactly are we talking about? An umbrella brand is the red thread that links distinct identities without erasing them. Managed well, it works on four decisive levels:
– Amplifies perceived value through association with a prestigious, unifying name.
– Expands reach across multiple market segments.
– Unites a broad, diverse clientele while maintaining a sense of exclusivity.
– Strengthens marketing strategy so it’s coherent, credible, and internationally legible.
This is not merely a logo or an honorary title. It’s a formidable source of power and consistency – if carried and orchestrated with discipline. It must stand as the solid foundation, recognized excellence, and singular message magnified worldwide. The goal is not to smother identities, but to elevate them through a unified, ambitious strategy.
In the wine world, the Primum Familiae Vini (PFV) association – which we’ve been supporting since 2017 – is, for me, a textbook example of how an umbrella identity can be a powerful lever. PFV brings together 12 iconic names in the vineyard world, giving them both autonomy and shared prestige. Acting as an umbrella identity, it capitalizes on its global reputation and networks, allowing the group to project a unified image of excellence and family heritage — while also proposing rare, exceptional “Passport” cases under the PFV name. Among its many initiatives, let’s not forget the PFV Prize for “The World’s Most Inspiring Family Business” — a biennial €100,000 award recognizing an innovative and sustainable family company for excellence in succession and longevity.
Famille Hugel, Domaine Clarence Dillon, Egon Müller, Tenuta San Guido, Champagne Pol Roger…all benefit, through sheer association, from the prestige of the PFV signature — whether for their finest cuvées or their more accessible wines. This isn’t an empty “marketing promise” — it’s a key competitive advantage.
Managing a brand is one thing. Managing an umbrella brand is another. Strategic laziness comes at a high price; audacity can turn a portfolio into an empire. At VitaBella, it’s our role to whisper in our clients’ ears and guide them toward decisions that may be game-changing – as is so often the case with umbrella brands. Passive, it’s nothing more than a title in an org chart. Active, it’s a phenomenal accelerator – but only if it’s thought through, energized, and defended every single day.
Contact Guillaume Jourdan via LinkedIn
