Bernard-Massard Caves - Export is part of their DNA

Looking beyond our borders? For Caves Bernard-Massard, this is a historic trend. Originally exporting to Germany, they now sell to over 20 countries!

From their base in Grevenmacher, the wines and crémants of Caves Bernard-Massard first crossed the Moselle before setting their sights on the North American market. Caves Bernard-Massard were Luxembourg's first wine exporters," says Antoine Clasen, before continuing: 'In the 1920s, most of our production was sold in Germany. The constraints of the war and its aftermath led us to change direction. In addition to Luxembourg, we turned our attention to Belgium, which has since become our leading export market. The proximity and the network we have built up over the decades explain this development.

For a geographically small country, exports are a necessity for all wine domaines that want to grow. "We can't just rely on the country's demographic growth, which will inevitably be limited," he adds.

Along with Belgium, Canada and Finland top their export destinations. Obviously, it's the non-wine-producing countries that are the most interesting. It's much harder to break into markets such as France, Spain and Italy," explains Antoine Clasen.

The best-selling export products are essentially crémants. Bubbles export well. Generally speaking, bubbles have been democratised, regardless of the country. It is normal to use them for celebrations large and small, and to always have a few of the better bottles on hand at home - just in case. That's one explanation.

The story is somewhat different for still wines. To satisfy foreign markets, substantial production is required. But given Luxembourg's climate, large-scale production is too unpredictable. Moreover, competition from other wine-producing countries is much fiercer. "It is easier to concentrate on supplying and offering quality alternatives to Champagne.

That's why Crémants are so popular on the export market.

To penetrate a new market, you need to have a sharp sales pitch and be very persistent. "Potential foreign partners sometimes find it difficult to put Luxembourg on the map. On the other hand, in countries like Canada, where we have a certain reputation, the name Bernard-Massard has the resonance of a quality wine. That being said, to capture a market and reach 100,000 bottles takes about ten years."

Today, Caves Bernard-Massard is targeting countries such as the Netherlands, Sweden and, to a lesser extent, the United Kingdom, Denmark and Japan. Of course all with perseverance and patience!

Today, 50% of their production is exported, accounting for around 40% of their turnover. So the signs are green and the prospects are bright. Whenever he travels abroad to promote the wines and crémants of Bernard Massard, he sometimes meets people who have a hard time imagining the quality of Luxembourg wines, especially when he visits Sweden. On the other hand, the contacts made in new areas can be surprising: I was pleasantly surprised by the reception I received from some top sommeliers when I recently travelled to New York, a city where we are not currently represented. They were curious to discover the qualities and characteristics of our wines! Proof that Luxembourg estates are continuing to make their mark internationally!