STRATÉGIE&HÉRITAGE : Comment Aurélie Bertin réinvente l'excellence viticole en Provence ? #interview

We take you to Château de Sainte Roseline, a thousand-year-old estate listed as a Historical Monument (home to a chapel adorned by Chagall) and a Cru Classé estate in the Côtes de Provence appellation since 1955. At the helm of this flagship estate and Château des Demoiselles, we meet a woman of vision and practical experience: Aurélie Bertin. In 20 years, she has transformed the legacy of her father—the industrialist and builder Bernard Teillaud—into a model of innovation, CSR commitment, and wine tourism. Summary: Aurélie Bertin shares her experience and vision for ensuring the long-term viability of an entrepreneurial legacy while infusing it with innovation. Several major issues in business management and the wine industry are analyzed in depth by Aurélie Bertin: *The timing of the financial enrollment and the management of Repreneurship: How to go from being "daughter of" to a legitimate leader? Aurélie Bertin candidly discusses her method for establishing herself with her teams by developing her technical skills and demonstrating managerial courage. *The management of the RES and the leadership of Entrépris Libère: After a year of reflection in New York, the business leader is making a major managerial shift. She explains how she introduced Corporate Social Responsibility (CSR) and practices inspired by the liberated company model to place employee well-being and autonomy at the heart of economic performance. *Strategy of identity and leadership: This episode details the coexistence of two distinct identities. Château de Sainte Roseline embodies historical excellence (a listed historical monument, Chagall Chapel) and the prestige of the Crus Classés. Château des Demoiselles positions itself on a more accessible lifestyle, focused on nature and a feminine sensibility. *Consultancy 360° and distribution to the public: Application of the golden rule of commerce: diversify distribution channels: direct sales at the estate, the traditional network, large retailers, and exports (which represent 25% of revenue, particularly in the historical market of Canada). *The co-creation of a wine: An analysis of the co-creation between marketing, feedback from sales representatives in the field, and technical work in the cellar. The director shares the secrets of blending and the history of iconic bottles such as La Lampe de Méduse (created in 1950) and the exceptional single-vineyard cuvée La Chapelle. *Adaptation technikue fac a dégllemen climatikue: Faced with environmental challenges, the estate is modernizing its production facilities. Emphasis is placed on the evolution of vineyard cultivation methods and technological innovations in the cellar (night harvesting to preserve freshness, pressing under inert gas, truncated conical vats) *The Immaculate Conception of the Arifice Ile (IA) in the 𝐬𝐞𝐜𝐭𝐞𝐮𝐫 𝐝𝐮 𝐯𝐢𝐧: While AI tools are already optimizing communication, marketing, and financial data analysis, Aurélie Bertin reaffirms the centrality of the human element and the necessary sensitivity to the local terroir. Chapters 00:00 Introduction 01:49 Aurélie Bertin's three guiding principles 04:08 The story of the 1994 acquisition: the audacious gamble of a visionary builder 06:10 The major stages of the renovation and the rise of wine tourism 07:39 Aurélie's journey: from the turning point in 2001 to taking over the reins in 2007 09:34 Asserting her legitimacy 12:39 The values ​​passed on by the Father 14:01 The pivotal year in New York and the strategic reassessment 15:36 The trigger for the CSR approach 17:35 Memories at Château des Demoiselles 18:58 Positioning and DNA of the two estates 20:33 Iconic vintages and the art of blending 22:52 360° sales strategy and export development 24:23 Behind the scenes of creating a new vintage 27:10 Modernizing production facilities and climate challenges 28:52 Integrating AI into the company 30:51 A pioneer in wine tourism 32:24 Events at the estate 34:35 CSR as the backbone 36:39 Transforming management 39:12 Concrete examples in the field: Team-building days and "A Day in the Life" events 41:01 Environmental commitments and the strength of the label "Committed Winemakers" 44:11 Agronomic Innovation: The MycoPhyto Startup 46:42 Adaptations: New Grape Varieties in the Face of Drought 48:39 Market Shift: Anticipating the Decline in Wine Consumption 51:05 Adapting Wine Profiles for Younger Generations 53:34 Women in Leadership 55:05 Collective Commitment: "Women of Wine" and "Éléonores de Provence" 57:38 Advice for Women Leaders to Overcome Imposter Syndrome 58:35 Work-Life Balance 01:02:39 Your Vision for the Future: 01:04:40 Your Greatest Pride 👉 To make sure you don't miss any episodes, subscribe to the channel and turn on notifications! 💬 Tell us in the comments which theme of Aurélie Bertin's managerial vision inspired you the most!