Interview of Joseph Henriot, PDG of Bouchard Père & Fils

Question : The great wines of Burgundy have been known for almost a thousand years, Bouchard Père & Fils has existed for over 270 years. How can you explain such stability ?

Joseph Henriot : It is not pure chance. First the Cistercian monks, then the Dukes of Burgundy, the land-owners, and finally a great number of growers selected the best land along the slopes of the Côte d'Or, ideally suited for growing Pinot Noir and Chardonnay. The reputation of the wines of Burgundy, as that of BOUCHARD PERE ET FILS, is therefore the result of hundreds of years of striving for perfection.

Question : Do you not think that striving for perfection and choice of land are out of date in a world where everyone can only talk of " marketing " ?

J.H. : One often hears the " marketing " specialists say that products must adapt to changing consumer habits. We think that the great wines of Burgundy are the expression of the land from which they come and should be reference points for connoisseurs; they may vary with each harvest but must never be concocted by the wine-makers in order to satisfy the latest craze. That would be tantamount to an architect disfiguring an historic monument to follow fashion.

Question : So we must stick to tradition and refuse change...

J.H. : Not at all : some modern techniques are much more efficient in making the best of nature than the old, traditional methods ; the art is to take all the advantages which tradition has brought us, whilst, at the same time, using modern methods if they enable us to progress.

We are lucky in possessing a collection no doubt unique in the world of Burgundian wines (dating back to 1830). When we have the opportunity to taste certain old vintages, we admire them and we are at the same time convinced that the wines that we are now putting down in our cellars will be most worthy successors