Before joining the wine and spirits industry, Julie Rambaud-Texier spent most of her career in marketing for the food industry. She is now taking over as head of the Bordeaux Wine Council marketing department.
After graduating in 2005 from the prestigious HEC Paris international business school, Mrs Rambaud-Texier spent about ten years working for two food giants, Danone and PepsiCo. First as product manager and then as marketing director, she carried out both operational missions in France and development missions abroad in highly-competitive environments.
In particular, she worked on two leading, emblematic brands – Danette and Tropicana – which, “like Bordeaux wines, despite their immense reputation, had to reinvent themselves”.
In 2016, “drawn by the city’s incredible energy”, Mrs Rambaud-Texier left Paris, with her husband and children, to settle in Bordeaux.
Being passionate about wine (she holds the WSET II oenology diploma), she began a move towards wines and spirits at Whiskies du Monde, a trading company and brand creator in the whisky, gin and rum sector.
At the CIVB since October 2, 2019, she is spearheading a recently-restructured marketing department. Within the department, Stéphanie Sinoquet is in charge of the France/Belgium division, Patrycja Matyskiewicz of the USA/China division, Frédérique Sipos Amrouni of the Great Britain/Germany/Japan division, and Stéphanie Barral of the Bordeaux Wine School.
“Bordeaux is a brand with unique diversity and wealth; I want to instil it with new energy. That will probably require defining a new brand platform, strengthening digital technology, and taking a new look at consumers, whose profiles and consumption patterns are less and less standardised.
Consequently, we’ll have to rely on consumer dynamics, as well as get inspiration from an innovative vineyard, where winegrowers and négociants – the very people who make the Bordeaux brand – have expertise that stands out.”
CIVB Marketing actions:
– Create preference for the Bordeaux brand
– Recruit, rejuvenate and wine consumer loyalty
– Recruit and unify market influencers
The CIVB’s actions are focused on 7 key markets:
France, Belgium, Germany, United Kingdom, USA, China, Japan
Bordeaux Vineyards in figures
5,800 winegrowers (harvesting AOC wines)
- Mainly family-run estates (56% individual growers)
- Average size of estates: 19.1 hectares
- Approx. 5% of the vineyard surface area devoted to crus classés
300 maisons de négoce
- Over 2/3 of Bordeaux wine sales in over 170 countries
29 wine co-ops and 3 unions
- 38% of harvests in AOC, i.e. 1/4 of the Bordeaux wine production
72 wine brokers
111,400 hectares of vineyards
- A mild ocean climate, crossed by the 45th parallel and bathed by the Atlantic Ocean
- 4 out of 5 agricultural operations in Gironde have vineyards
- 3/4 of Gironde’s agricultural production in value
- 1/4 of the surface area in French AOC wines
65 AOCs (Appellations d’Origine Contrôlée)
5.1 million hectolitres produced on average, i.e. the equivalent of 680 million bottles
- A range of varietals (2018 data) =
89% of varietals for reds: 66% Merlot / 22% Cabernet Sauvignon / 9% Cabernet Franc / 3% other varietals
11% of grape varietals for whites: 46% Sémillon / 46% Sauvignon / 5% Muscadelle / 3% other varietals
- Production in all colours (volumes produced in 2018 in %)
Reds 84% / Dry whites 9 % / Rosés 4% / Sweet whites 1% / Crémants (whites + rosés) 1%