Château Ducru Beaucaillou: Brand

The Borie family have strong wine credentials, also owning châteaux Grand-Puy-Lacoste and Haut-Batailly. They also possess considerable business acumen, with smart, forward-thinking branding strategies that have seen Ducru Beaucaillou’s rock and roll credentials boosted by a wonderfully ornate bespoke design by Jade Jagger for the label and casing of its 2010 prestige cuvée Croix de Beaucaillou, a special holiday edition of its second wine. The strategy proved to be a particularly astute one- a Melchior of the vintage raised more than €10,000 at auction in China, an extraordinary achievement and one which highlights why the Borie family have been loath to categorise it as a ‘second wine’.
In terms of the Grand Vin and of the Ducru Beaucaillou brand in general, it is considered a Super-Second and critics have argued that in the event of a reclassification, the château would likely be promoted to a Premier Cru. The estate’s reputation is currently rising giddily having achieved the remarkable feat of placing 14th in Liv-ex’s 2011 Power 100 rankings. Whilst many First-Growths are losing their momentum on the markets, interest in Super-Seconds is burgeoning with prices for Ducru Beaucaillou’s last 10 vintages having risen by 36% year on year- the second biggest increase among any of the Deuxièmes Crus.