Armelle Cruse becomes new chair of the 170 Médoc Crus Bourgeois

fter Franck Bijon stepped down as chairman of the Alliance des Crus Bourgeois du Médoc, “in the interests of coherency”, his vice-chair Armelle Cruse has replaced him. The move comes after the four properties in the Allianz insurance group – Châteaux Arnauld, Larose Perganson, Tour de Pez and Larose Trintaudon – which Bijon manages, exited the classification.

The co-owner of Château du Taillan, a Cru Bourgeois Exceptionnel in AOC Haut-Médoc, Cruse aims to “embody an ambitious strategic vision whose goal is to strengthen the identity of the Crus Bourgeois”, says a press statement. Stressing the strategic focal points the Crus Bourgeois brand must epitomise – quality, environmental practices and value – the Alliance’s new chair also intends to continue “the ground-breaking communications marking the launch of the 2025 classification” to resonate with the marketing cues of younger generations.

Her election also saw a reshuffle in the Alliance’s governance with appointments of vice-chairs Marie Vialard, the co-owner of Château Cissac (Cru Bourgeois Supérieur in AOC Haut-Médoc) and Pierre Cazeneuve, the owner of Château Paloumey (Crus Bourgeois Exceptionnel in AOC Haut-Médoc). Until now, Vialard had been an administrator in charge of the classification committee. She brings “her technical and legal expertise to support the follow-through process of the ongoing classification and changes to production specifications”, says a press statement. Cazeneuve will be handling the communication and promotion strategy with the new signature strapline, ‘Beyond the label’.