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Magrez raises the bar for wine tourism
Bernard Magrez is taking wine tourism to an entirely different level with a new luxury offer. Launching in February, the tours will give visitors the chance to explore some of the most prestigious, historic châteaux within Magrez’s extensive Bordeaux portfolio, including Château Pape Clément, Château La Tour Carnet and Château Fombrauge.
In an offer described as ‘unashamedly lavish’, Magrez has created a bespoke package with the option to take advantage of private jet, helicopter and Rolls Royce services to enjoy the Bordeaux region in style. In addition to opening up his châteaux, Magrez’s recommendations for the perfect break include a boat trip to nearby Archachon, an evening at the ballet, a private concert or gourmet cooking lessons. Prices for these tours begin at around €990.
In a recent interview, Magrez outlined the motivation behind his new scheme, saying, “Our luxury wine tourism here won’t earn us any money, but it’s absolutely necessary for the image of Pape Clément. It all comes back to innovation: trying to attract the best clientele to our brands”.
Read the full interview in February’s edition of the drinks business.
Gabriel Savage, 23.01.09