The Eutopia of Chateau Montrose

Not in it to buy and sell: Pierre Graffeuille, CEO of Chateau Montrose, shares on building legacies in wine as billionaire-backed Eutopia Estates ventures to Virginia and beyond.

- Words: JUNE LEE

Storied wine estates and some of France's wealthiest families often make for good bedfellows. But don't call Chateau Montrose a trophy vineyard. This is the tale of a “Super Second” Bordeaux estate and its continued ascension, driven by one family's passion for fine wine and exceptional terroirs.

FROM THE START

When Montrose was put on sale by the Charmolue family in 2006, it was a rare chance to own a Second Growth St. Estèphe icon - albeit at an eye-watering price. Brothers Martin and Olivier Bouygues (pronounced 'bweeg'), whose Bouygues family fortune was estimated at 2.8 billion euros (S$4 billion) in 2020, made headlines when they bought Chateau Montrose, as well as nearby Chateau Tronquoy in the same year.

It was a matter of opportunity then, not design, explains Pierre Graffeuille who we meet in Singapore, on his first visit as general manager of Eutopia Estates (previously SCDM Estates). The newly rebranded holding company of the Bouygues now encompasses seven estates, and is headed up by Graffeuille and president Charlotte Bouygues, daughter of Martin.

“Eutopia means the place of good and happiness,” says Graffeuille, who says his employers are driven by genuine family values of quality and authenticity. Graffeuille, who has spent his career in major Bordeaux brokerage and most recently the management of Delon vineyards, shared the same values and came onboard in 2021 to work towards the same goals. “The family are not buying vineyards to sell later. They're not looking for business. This is a long-term commitment for them, to identify estates with a strong connection to the land and to produce the greatest wines over time,” expounds Graffeuille.

MAINTAINING AN ICON INTO THE FUTURE