Why Château Montrose Acquired a Winery in Virginia?
In a bold move reflective of the growing interest in Virginia’s emerging wine scene, France’s Bouygues family — owners of the illustrious Château Montrose — recently purchased Lost Mountain (They purchased RdV Vineyards, then renamed it just recently called Lost Mountain), a boutique winery in the state. This acquisition marks a notable milestone in the region’s journey towards becoming a key player on the global wine stage.
We spoke with Janine Aquino, a seasoned winery consultant & winery real estate agent at Aquino Baron Consulting, to gain insight into why Virginia has caught the attention of such prestigious international investors. According to Aquino, years of dedication by local wine families are finally paying off, as Virginia’s wine industry reaches a tipping point. Many of these families, ready to upscale their operations or cash in on their success, are selling to interested investors.
“Virginia is becoming the golden land for French investors in particular” Aquino explains, echoing sentiments shared on Jancis Robinson MW’s website. She points to the strategic advantages: prime terroirs, a temperate climate and land that offers significantly more value than regions like California.
The Bouygues family, with a portfolio that includes Château Montrose in Bordeaux and cult estates in Burgundy and the Loire, is looking to expand into the American market with their Eutopia Estates group.
Pierre Graffeuille, General Manager of the Bouygues family’s holdings, elaborates on the appeal. “Owning a vineyard in the US gives direct access to one of the largest wine markets in the world” he notes. Beyond that, he highlights the expertise that US wineries have developed in direct-to-consumer models, through wine clubs and hospitality programs. These programs offer unique lessons for French producers looking to modernise their own customer engagement strategies.
Virginia’s rise mirrors other international ventures in the US. Chile’s Concha y Toro paved the way with their acquisition of Fetzer Vineyards, followed by investments in Argentina and Mexico. These moves indicate a broader trend of global wine groups eyeing the vast US market as a key target area for growth.
Aquino, who has spent her life in the wine business, from running her own winery in Ohio to consulting in Virginia, understands the allure. “Virginia is the next hot market!” she chimes, citing the state’s rich diversity of terroir and its growing appeal for wine tourism. “Since the pandemic, more people are seeking outdoor experiences and Virginia’s wineries offer everything from scenic views to event spaces for weddings and private gatherings.”
Asked about her experience in the US Wine Business Janine Aquino quoted: «I have been in the wine and winery industry for my entire life. Grew up on a vineyard growing grapes and making wine as a child and my family had a generational wine importing company in New York. I worked for wineries in the Hudson Valley region of New York, then I moved to Ohio where I owned and operated a winery for 10 years. The pandemic hit and I was given an opportunity to work at wineries in Virginia, so I took a chance and it has become a very fulfilling career. I started consulting wineries in operations and strategic planning and my clients were wanting to buy wineries and I thought since Virginia didn’t really have a seasoned wine professional selling winery, this would be a great fit for me. I enjoy helping people move onto their chapter because I was in the same position when I wanted to sell my winery in Ohio.»
What would you say are the main strengths that make Virginia an attractive location for investors to buy a winery?
Virginia offers much diversity in its terroirs and landscape with temperate climates. There is much value in the land and you can get more for your money than say California. Virginia has so much potential and it’s becoming the next «hot» market. Why is wine tourism particularly important right now? Since the pandemic, people are looking for more ways to be outside and enjoy nature. Virginia has beautiful landscapes throughout the state from the mountains to the beaches.
Are most wineries open for visitors, weddings and other events?
Yes, more are agribusiness and agritourism properties offering private and public events like weddings, parties, association meetings, live music, food trucks, walking trails, and activities for all ages.
Are wines from Virginia primarily consumed locally, regionally, nationally or internationally?
Locally and regionally mostly. Nationally just a little bit. Virginia is a hidden gem and has not been introduced to the entire United States or internationally much at all. The Zonin family owns Barboursville Winery and other wineries and they hail from Italy. Chateau Montrose bought RdV Vineyards in Virginia and renamed it Lost Mountain. Several wineries here in Virginia have sister wineries in other US states also.
Despite its rapid growth, Virginia’s wines remain largely under the radar outside the region. The local market consumes the majority of the state’s production, but as more high-profile investors like the Bouygues family get involved, Virginia is poised to gain the national and international recognition it deserves.
For now, Virginia remains a “hidden gem” but with major players like Château Montrose betting on its future, it may not stay hidden for long.
Interested to buy Wineries in Virginia?
Contact Janine Aquino.
+(1) 614-562-4900 / aquinobaron@gmail.com
Direct link to Aquino Baron Consulting:
More information andes@andeswines.com o WhatsApp +569 3251 7848
