Rarely does one combine old legacy with new practicality; in other words, having a great name in the 21st century, does not always involve great success. These days, one must do more and be more than just a famous name. A famous name essentially, has to be, in the 21st century, the symbolic diving board, and the person owning the name has to dive into often untested waters, hoping for success.
Beatrice Cointreau has very much taken that dive — She has both name and legacy — as she is the great-granddaughter of the founder of Cointreau liqueur and granddaughter of the founder of Rémy Martin Cognac. To many, that would be enough to catapult her into the Liqueur/ Spirits world, but she went further. She is well-educated, having earned a Masters in law, in business (ISG), in marketing and an MBA from Cornell University. In addition, – she completed her studies at the Bordeaux Institute of Oenology and at the ISIPCA European School of perfumery.
It was an honor being able to recently interview Beatrice as we discussed her legacy and her vision for the future.
JustLuxe: You've received some of France's highest civilian honors, including the Legion d'Honneur and the Ordre du Merite Agricole. What did it mean to you to be recognized at that level? What parts of your work do you feel those awards are truly honoring?
I received my first national recognition, the Mérite Agricole, for my civilian contributions to agriculture. This included developing a sustainable 750-acre vineyard in the 1990s, supporting wine and spirits appellations (the French equivalent of AVAs) through national committees, and participating in the International Organisation of Vine and Wine (OIV) as part of a delegation that assisted California producers affected by Phylloxera—a century after the same pest had devastated European vineyard I did not expect to be awarded with the Legion of Honneur for my abilities to develop employment in various regions, exceptional results after saving a few companies no one believed in at the time. But truth is I had amazing teams who stayed by my side for over two to three decades. They have been supportive, and I share the recognition with them. As I always said, “In case of failure it is mine, because I was the one responsible, in case of success it is theirs, thanks to their dedication, skills, talents, and support.
Coming from a family of legendary spirits makers, you could have planted vineyards anywhere. In your creation of your new Admirable Vineyards in Malibu, Why Malibu, California, and why now?
California is a well-recognized, awarded area of production with amazing producers. I was pioneering in Malibu before the AVA was popular. But I have been a pioneer all my life as a woman in this field as well. As you mention the Cognac legacy spirits from grapes is amazing. Over the years, I studied oenology, the first one ever in the whole family tree. I have also studied at UC Davis, where many have studied Oenology and unique California terroirs.
But sadly in Malibu, the Woolsey and the Palisades fires destroyed many vineyards, and hurt the Admirable also.
So, what are your future plans to promote Admirable Vineyards in Malibu? I ask that because there are so many vineyards —approximately 50 in all, are in and around Malibu. Some have been destroyed by recent fires. What are your second thoughts if you had to start again?
If I were to do it all over again I would do the same type of vineyard 100% organic as well, as much dry farming as we did to save water, and create a diverse array of varietals from the reds— Cabernet to Malbec, Petit Verdot and Merlot, and for whites, Viognier, and Chardonnay — all would be great, if planted in a more elevated location. And, just a note, finally, for me, the Argentinian Malbec is a great example of where you can do this.
Many of your achievements span both legacy brands and entrepreneurial ventures. In your opinion, are these awards as honoring your family's heritage or your personal impact, or both?
Where do you see yourself in this legacy chain? I’m only a link in that chain, and for the chain to continue I had to be strong, innovative and creative, forecasting the next evolution in lifestyle consumers would look for — hence the investment in non-alcoholic products, like French Bloom sparkling..
Do you think your work in promoting French excellence globally - through wine, cognac, - played a role in the honors you've received?
It has been an honor and pleasure to be an ambassador of our French traditions and know how to do this. The traditional French joie de vivre is taught around the world in cooking, fashion and more. It is our responsibility to make sure that joie resonates and speaks to the younger generations, as well as in active memories of our elders.
Lastly, looking at your journey from the ongoing creation of great French wine, to the creation of boutique wines in California, what legacy do you hope to leave - both through your wines and the recognition you've received along the way?
My three sons are already working in different related fields such as Oenotourism, and highlighting newer tasting aspects of Rum, Tequila and other spirits as well.
As for me, I focus today on the ADVISORY role within boards, and not anymore on daily operations, in Argentina, US, Europe or Mexico as well as within WOTVS —the Women of the Vine and Spirits organization and foundation, the YPO Gold Miami in the US, and French Foreign Advisors appointed by the French government. Through being always active and through the education of and love for our children —that’s how you build a lasting legacy.
