GCF Uses Name of Formerly Australian-Owned Winery for New Umbrella Brand

Maison de Baume brings together various wineries from Les Grands Chais de France.

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The Domaine de la Baume in Servians. (Photo: Les Grands Chais de France)
The Domaine de la Baume in Servians. (Photo: Les Grands Chais de France)

The giant French wine group Les Grands Chais de France (GCF) will now unite its Languedoc wineries and brands under the banner "Maison de Baume." This follows a similar approach already in place with GCF's production in Maison Arthur Metz in Alsace, Maison Calvet in Bordeaux, Maison Lacheteau in the Loire, and Maison Moillard in Burgundy. The new umbrella brand will be based at the Domaine de Baume in Servians, the group’s largest estate in Languedoc, covering 250 ha/620 ac. It is also the first estate that Joseph Helfrich, CEO and founder of the company, purchased in 2003, from the Australian wine producer Hardy's which had purchased it as a decrepit estate in 1990. Hardy's investment included reroofing the building and installing new equipment capable of handling 1.6m litres of wine per year. Vineyards were replanted with Cabernet Sauvignon, Chardonnay, Merlot and Sauvignon Blanc and modern winemaking methods - rarely seen elsewhere in the region - introduced.

Financial challenges in Australia led to the sale of the winery, but GCF proved to be a very appropriate new owner, with its own go-ahead commercial approach.

Today, the business has seven wineries in Languedoc covering 1,000 ha and, as Yannick Déroulède, the French sales manager told the industry platform Rayon Boissons, it is "easier and more effective to communicate with our customers under a single banner." 

Maison de Baume which is intended to serve as the company headquarters, vineyard, event venue, and umbrella brand, also includes a new product line featuring wines from the region under the title Vignobles La Baume. This range includes both AOP and IGP wines, and already features Pic Saint Loup, Picpoul de Pinet, Corbières, Fitou, Minervois, Côtes du Roussillon Tautavel, Terrasses du Larzac, Pays-d'Oc varieties, and even a Crémant de Limoux. These wines are expected to hit the market this year.

Insights Styles & Regions

While red wines are generally experiencing significant slowdown, dynamic companies in Languedoc-Roussillon are maintaining sales and even recording some encouraging growth.

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