Several partnerships are being set up between hotel groups and vineyards. Our partner DEPUR Expérience takes a look at how to optimise the use of one’s land and tap into the tourism industry.

The Californian group, Mirabel Hotel & Restaurant, is planning to transform a historic building in Beaune into a hotel in collaboration with the Joseph Drouhin winery to make it an attractive destination.

Following the same model, Gérard Jicquel, a French entrepreneur and the owner of Châteaux Fourcas Dupré and Agassac, plans to build a luxury hotel on the grounds of Château d'Agassac to promote the products of the Haut-Médoc.

Another concrete example of this trend is the Belle Époque Society project, a DEPUR programme in partnership with Pernod-Ricard for Perrier Jouët.

The Maison Perrier-Jouët, founded in 1811, has renovated its site in Épernay to offer visitors a more immersive experience that combines nature, art, and champagne.

At the entrance to the site, visitors will find a terrace where guests can taste different vintages. The house will also offer a culinary experience led by chefs Pierre Gagnaire and Sébastien Morellon, whose seven-course menu is designed to complement the floral notes of Perrier-Jouët champagnes.

What you need to know, courtesy of the Foodiclopedia:

• If F&B has always been a vector of attractiveness and trends, this is all the more true when it is associated with the terroir, especially in a country like France which is particularly attached to its gastronomic heritage.

• The associations between hotel groups and vineyards are therefore win-win partnerships. On the Hospitality side, they provide a differentiating criterion for its clientele and on the winegrowers' side, they provide the financial support of a large group necessary for their development.

• Wine tourism also makes it possible to promote French wine-making savoir-faire, which is recognised throughout the world, and to create new destinations for foreign visitors.

• It is a good way for winegrowers to diversify their activities, find new distribution channels, and improve their visibility.