Same commitment, extra wines, stronger company

Cordier new name Oud Reuchlin & Boelen

In 2017, the French agricultural cooperative Invivo (parent company of Cordier by Invivo) took over Baarsma, the largest wine importer in the Netherlands. It thus became the owner of Oud Reuchlin & Boelen. The name Oud Reuchlin & Boelen was replaced by Cordier in 2021. With this acquisition, this French wine producer and exporter expanded its activities to the Dutch and Belgian markets. As a result of this merger, Cordier now offers catering entrepreneurs an exclusive selection of brands such as Café de Paris, in addition to the already well-known complete selection of wines.

Nicolas Bauer is the Chief Operating Officer (COO) at Cordier. Until 2021, he owned a wine business in England. Following a successful sale, he has been using his expertise at Cordier since December last year. ‘As an entrepreneur, I saw the trend towards the emergence of ever larger companies. Large companies in wine like to work with large companies such as Cordier. I like to use my knowledge to take Cordier further in wine production, import and export and partners. ‘ Cordier is located in Zoetermeer in the Netherlands.

Another name, same commitment
The COO explains that Cordier and ORB have changed since the acquisition. ‘The ORB name has disappeared, but we still have the same commitment and we still work closely with wine retailers, wholesalers and other beverage suppliers. We are a stronger company because we now also distribute our own exclusive brands, supplemented by very strong partner brands. ‘ These wineries are located in all wine-producing countries. ‘Our wineries are located in southwestern France. With 1.6 million hectoliters of wine a year, we are the third largest producer. But France is a large wine country, and therefore our range also includes other French wines that we do not produce ourselves. In addition to the aforementioned Café de Paris, you will also find the leading brands at Cordier: La Cuvée Mythique, Chateau Maris and beautiful wines from various domains and castles from Bordeaux and the environment of the Mediterranean. Champagne comes from our partner Castelnau and from Italy comes the beautiful wines from Pasqua and Lenotti. ‘

In addition to wines, Cordier provides knowledge. ‘Our sales area managers have a lot of knowledge about wines, they have been trained by WSET, Wine & Spirit Education Trust. For example, they advise on the right product mix and have updated figures so catering entrepreneurs can see what guests are drinking most in their segment. ‘ Because there are so many different types of catering companies, Nicolas cannot give a general advice. ‘In general, you can say that with a good selection of red, white and bubbles you have a good offer. I think it is a must for a wine list to have both champagne and prosecco. Currently, Sauvignon Blancs from New Zealand, Malbecs from France are very popular. And be sure to try Pasquas Primitivo. ‘

The entire wine world is currently facing a number of challenges. ‘The war in Ukraine is causing gas prices to rise and, as a result, there is a shortage of glass. Its production is expensive, many factories are closed down. Clear glass in particular is difficult to obtain. ‘ Cordier explores alternatives. “We do not prefer plastic, it does not fit a quality product like wine. In addition, production lines can not just switch from glass bottle to plastic bottle. It could well be that we also have to bottle white wine and rosé in green bottles. Then we would choose as light green as possible, but we hope not to come to that ».

Ambitions and organic wine
Cordier’s nine wineries are located in the banana-shaped part from Perpignan to Montpellier and Bordeaux. “We have plans to expand with, for example, wine producers on the Atlantic coast and with organic wines. In the coming years, we will aim for growth from 400 million in turnover now to 500 million in five years. ‘ Speaking of organic wine, how big will it be? Nicolas: ‘The concern for our planet and the environment is growing, and so is the reputation of organic wines. I see many opportunities for growth. I think we as an industry should better explain what organic wine is. For example, it is different from natural wine. In organic viticulture, winemakers do not use pesticides, but only natural remedies to prevent crop damage. As a result, more and more wine drinkers and catering entrepreneurs are attracted to organic wine. They see it as a cherry on the cake. ‘ Organic viticulture is part of Cordier’s Terra 360 sustainability program.

‘The ORB name has disappeared, but we still have the same commitment and we still work closely with wine retailers, wholesalers and other beverage suppliers. We are a stronger company because we now also distribute our own exclusive brands, supplemented by very strong partner brands. ‘

Cordier focuses on sustainability with Terra 360
Nicolas Bauer, COO at Cordier, calls sustainability a must. ‘It’s a thinking: We must not only grow wine sustainably, but also trade sustainably with our people.’ The French Terra360 program revolves around social responsibility for the land, the environment and the people who work in viticulture. ‘We aim to use as few pesticides as possible in all our wines.’ Respect for nature is central, for a good bottle of wine starts with fertile soil, a strong wine variety and a successful harvest. In Terra360, Cordier states: ‘We encourage winemakers to improve, analyze their soil, promote biodiversity and contribute to natural fertility. For example, we work together on the production of grapes that produce high quality wine and preserve the soil for future generations. ‘

Text: Sara Terburg
instagram: cordierwines_nl
LinkedIn: Cordier NL

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