Agora in Brief
We had the pleasure of listening to Enguerrand Bazin, E-commerce Manager at Gérard Bertrand, as he shared the behind-the-scenes of this ambitious strategy in the Agora podcast. A true tasting of digital commerce best practices.
- What are the keys to a successful e-commerce strategy in a world as traditional as wine?
- How to articulate marketplace, direct site and physical retail without diluting the brand experience?
- How to activate data and AI without sacrificing the DNA of a committed premium brand?
With Gérard Bertrand
Gérard Bertrand: a Languedoc giant going global
The story of Gérard Bertrand is one of vision — both man and brand. Since taking over the family estate in 1995, he has built an empire of 17 vineyards, cultivated biodynamically since 2002 — long before sustainability became a marketing trend.
With a turnover of €200 million, the brand has established itself as a key player in Languedoc and a global ambassador of French wine. From the United States to China, via Europe, Gérard Bertrand has made it his mission to elevate his wines to premium status — combining terroir, precision, and international reach.
From storytelling to sales: digital as a growth driver
At Gérard Bertrand, digital transformation didn’t start with e-commerce, but with community. In 2012, Enguerrand Bazin joined the house to develop its digital presence. Social platforms were still in their early days — but quickly became a powerful testing ground. In just a few years, the brand’s following grew from a few hundred to several million fans.
This community foundation became the launchpad for an ambitious e-commerce strategy, built around a core idea: extend the brand experience all the way to conversion. Today, Gérard Bertrand’s digital ecosystem is powered by several complementary levers:
- A direct-to-consumer e-commerce site, designed as an immersive brand experience and optimized for conversion.
- A carefully managed presence on marketplaces to reach new audiences and expand international visibility.
- A cohesive content strategy across social media to build engagement and drive users toward transactional channels.
The goal is clear: create a seamless, personalized, omnichannel journey. Storytelling remains key — but it’s now driven by data and business performance.
From customer data to business action
Today’s challenge isn’t just to sell, but to better understand customers — regardless of the channel they use. As Enguerrand Bazin puts it: “It’s essential to centralize customer data, whether it comes from a website purchase, a marketplace, or a physical wine shop.”
This foundational work allows the brand to break down silos and avoid fragmented views of customer behavior. The direct website remains the main brand storefront, where the experience is fully controlled. Marketplaces are used selectively — for more accessible cuvees and targeted exposure. Meanwhile, Gérard Bertrand’s network of retailers and partner shops also feed into customer insights, especially when field data is linked back into the CRM.
With this omnichannel approach, the brand can personalize campaigns, refine journeys, and deliver relevant recommendations. The objective: don’t be at the mercy of platforms — turn them into strategic channels, while reinforcing direct ties with wine lovers.
Experiment, test, innovate: AI as a commerce partner
At Gérard Bertrand, innovation isn’t limited to biodynamic viticulture — it also fuels digital practices, especially through a pragmatic approach to artificial intelligence.
Far from flashy headlines, AI is used to drive real action. First, it optimizes how content is distributed across channels. What works on the brand’s site may not perform on a marketplace or social platform. AI helps spot these nuances and tailor messaging accordingly.
Another use: channel prioritization based on performance. By analyzing click rates, conversions, and repurchase behavior, teams can fine-tune their investment decisions and rapidly allocate budgets where they’ll deliver the most value.
Finally, AI plays a role in enhancing digital touchpoints — from wine recommendations and interface personalization to automating customer interactions. These often invisible optimizations contribute to a cohesive and frictionless experience.
What your brand can learn from this
Through its digital strategy, Gérard Bertrand proves that it’s possible to align strong brand identity, product excellence, and business performance — if you make the right strategic choices.
It all starts with a clear vision: every channel serves a purpose. The e-commerce site is more than just a store — it’s the brand’s digital cornerstone. It allows for total control over the experience, deep customer insight, and a direct relationship — with no intermediary.
Marketplaces, meanwhile, are used with intention. They help reach new audiences, promote selected ranges, or strengthen visibility in key markets. But they must never dilute the brand’s image or customer relationship in the pursuit of volume.
Finally, innovation — whether AI, CRM, or content — only matters if it’s embedded in a coherent strategy. It’s this consistency — between product, experience, and channels — that enables Gérard Bertrand to shine online… without ever compromising its roots.
Are you looking to accelerate your digital growth today?
Gérard Bertrand’s career and the teachings shared by Enguerrand Bazin show that it is possible to combine tradition and digital innovation without distorting the authenticity of the product.
Wine, rooted in its terroir and history, can thus flourish on new horizons thanks to a bold and inspiring digital strategy.
To go further
Find the complete episode with Enguerrand Bazin, E-commerce Manager at Gérard Bertrand, on:
