January 2006

Bordeaux Oxygène is a group representing 18 estates who have come together to project a younger, more vibrant image of the region, specifically on the international stage. Its members, most of whom are from notable wine dynasties, and many of whom studied oenology together, hope to breathe fresh life into the image, and sales, of Bordeaux. They will focus chiefly on non -winemarketing issues, notably marketing, in an effort to increase the region’s appeal to young drinkers.

Florence Lafragette. The Lafragette’s Alize Cognac business bought three Bordeaux properties in 1996 and 2000. Florence Lafragette, 29, became manager of the family estates (Château Loudenne, a cru bourgeois supérieur in the Médoc, Château de Rouillac in Péssac-Léognan, and Château de l’Hospital in the Graves. In 2001. Having completed degrees in law and business administration, Lafragette had a little wine experience, bar working in the family cellars and vineyards during college holidays and four months spent working at Phelps in Napa Valley. “We don’t want to change Bordeaux, we just want to show we can be creative, dynamic and that we work differently. We want to project another image. It’s too soon to talk about effecting legislative changes, but yes, issues like labelling laws need attention. But to achieve such things, we need credibility, so we need to be taken seriously. We want to earn that. And we have to travel to achieve that.”[…]

Individually, members of the group have shown such awareness. Florence Lafragette, who hosts a regional TV programme bringing the nuances of Bordeaux to the masses, is marketing her family’s Château Loudenne rosé as “Pink”, to appeal to the UK market. It is, however, still available as La Rose de Loudenne. She is, in short, creating a brand for the international market, based around a recognisable, accessible image. […]

Florence Lafragette explains that the group opted for the name Oxygène because it looking to breathe new life into Bordeaux. The moniker “Bordeaux Blend” was considered, but rejected as it wasn’t thought to have sufficient international recognition.

Bordeaux Oxygène: back row from left:
Matthieu Cuvelier (Château Clos Fourtet, Saint-Emilion, Jean-Christophe Mau (Château Brown et Preuilhac), Mathieu Chadronnier (château Marsau), Jean-Baptiste Bourotte (Château Bonalgue and Clos du Clocher), Eloise Heeter-Tari (château Nairac), Jean-Jacques Bonnie (Châetau Malartic-Lagravière), Jérôme Tourbier (Château Smith Haut Lafitte, Erwan Flageul (Château Brillette)
Séverinne Bonie, Alice Cathiard –Tourbier, Thibaut Despagne (Château Tour de Mirambeau and Mont- Pérat), Florence lafragette, (Château de Rouillac, de l’Hospital, et Loudenne), Bénoît Trocard (Clos Dubreuil and clos de la Vieille Eglise), Sylvie Courcelle (château Thieuley), Jean-Antoine , Nony (Château Grand Mayne), Edouard Labruyère (Château Rouget). Not pictured : Juliette Bécot-Château Joanin Bécot,) Marie Courcelle, Coralie de Boüard (Château Angelus et la Fleur de Boüard), Basaline despagne, Caroline Frey (château la Lagune), Stéphanie Rolland (Château le Bon pasteur, Fontenil, la Grande Clotte)    

by Guy Woodward.