Médoc: Frédéric de Luze, chair of the Crus Bourgeois, has died

Wednesday September 21 2016 by Vitisphere

Aged 54, Frédéric de Luze has passed away. The man behind the ‘Bourgeois and proud of it’ campaign, which had a certain degree of self-mockery about it, spent a lot of time and effort rebuilding the ‘Crus Bourgeois’ statement. In 2010, he became chair of the Crus Bourgeois organisation, following on from Thierry Gardinier. He introduced a ‘Crus Bourgeois’ quality scheme which he promoted internationally, with help from the organisation’s administrators. Reviewing both communication strategy and the statement itself, he created the ‘Cru Bourgeois’ bottle sticker. His final project, the new five-year classification with a quality pyramid for growths, was designed as the culmination of his tenure as chairman. Unfortunately, he did not have time to complete it.

Frédéric de Luze took over the family estate, Château Paveil de Luze, in 2004. He partnered with Thierry Decré to create LD Vins which specialised in selling grands crus internationally.


Source: Vitisphere. Photo: Crus Bourgeois


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