Hubert Surville
COO Barton & Guestier / Patriarche North America
Upon your arrival in 2011, what was your first impression of the B&G brand-image?
I have been in the wine and spirit industry for almost 30 years now and B & G has a great notoriety both at consumer and the trade level in North America. Seagram has done a fantastic job in North America to build the brand from the ground up on the assets of history and quality. The few years of Diageo have not left a large imprint but the brand is still very strong.
How is that brand-image of B&G today?
B&G is the reference in the French wine section of any retailer. Thru the recent improvements of presentation of the Reserve line then the Passport line, the brand is now perceived as a great value for the quality and a contemporary brand, not just a French line. From a quality point of view, it is also important to underline that B & G is construed by the trade as a sort of gate keeper, the benchmark of the true to type.
Where do you see the most possibilities of development?
B&G must regain a distribution in every major chain, it is a true opportunity. In addition Thomas Barton is a perfect staple for the on premise business, so important to the French wine segment.
What has been your biggest satisfaction so far?
When we took over the distribution from Diageo in North America, we thought the brand would suffer greatly; to the contrary our distributors have enjoyed the personalized attention to a brand they cherish.
What is your best travel souvenir? And the worst?
When you do what we do every day and for 30 years, you love to travel and you love to meet with the sales force of the wholesalers, the retailers and the restaurateurs. A genuine source of satisfaction is when they taste our wines and lift their head from the glass with a big smile as if they had rediscovered the pleasure of French wine tasting. The worst would be when they don't like it but I have still to live that moment!
A favourite market?
Well my favorite market is always the one at Home and that is Florida. Here the diversity of stores and restaurants is just incredible. It is a fusion point between the North and the South, the Latin influence and the European influence, the retirees and the fashion industry, the vacation and the business, the club crowd and the big banking community... all converging toward a fast growing wine consumption, mainly of quality wines. Florida is now the second state in the nation in terms of wine consumption after California of course but before New-York, New-Jersey, Illinois and Texas!
What is your favourite B&G wine?
Every wine in the Thomas Barton line is just great!
The Bordeaux Blanc of the Pairing collection (Salmon and Trout) has everything a Sauvignon Blanc lover is looking for.
After one year as General Director for Barton & Guestier USA, Hubert Surville was appointed COO of Barton & Guestier / Patriarche USA in January 2012. Earlier, Hubert was President and Founder of Marie Brizard Wines and Spirits, as well as of OWS. |
