Château Giscours Resonates Beautifully with India

When it comes to the world’s finest wines, quality is never just about technique. At its heart lies a philosophy of dialogue with nature, time and people. Nowhere is this more evident than in Bordeaux, where centuries of history, terroir and human stewardship converge. Among its most compelling estates is Château Giscours, nestled in Margaux, where winemaking is guided by a deeply rooted commitment to conservation viticulture. For ALEXANDER van Beek, Director General of Château Giscours, this harmony is the essence of what defines Giscours today. Alexander has buoyed about Indian market and would like to begin with creating emotional connection through experience and education, writes BISHAN Kumar.

Château Giscours enjoys an extraordinary terroir in Margaux, with almost its entire vineyard holding contiguous: 100 hectares within the appellation, spread across three distinct gravel outcrops. This rare configuration, combined with an exceptional heritage of old vines and a high proportion of Cabernet Sauvignon, lends the wines remarkable complexity, consistency and a singular identity.

The estate is also distinguished by its biodiversity-rich ecosystem. Beyond viticulture, Château Giscours stands out as a living estate, encompassing 400 hectares of forests, wetlands and pasture. Every plot is treated like a garden: nesting boxes for biodiversity, cover crops adapted to each soil, and a deep understanding of each vine’s natural rhythm.

The Renovation Process

 Since 1995, Château Giscours has pursued a mission to reveal the full potential of its extraordinary terroir through a long-term, humancentred transformation. The most decisive changes began in the vineyard. “We undertook a complete restructuring, guided by a more detailed understanding of our soils and vine age,” says Alexander. “We moved away from uniformity and embraced complexity, practising massal selection to preserve the genetic diversity of our oldest vines, and developing cover crops and regenerative practices that breathe life back into the soils,” informs Alexander.

A major evolution came in 2018 with the introduction of sequential harvesting. Rather than harvesting entire plots at once, the estate now picks in multiple passes, sometimes up to 15 days apart, depending on the ripeness and age of vines within the same plot. While labourintensive, the result is greater precision and balance.

In the cellar, the philosophy has shifted from extraction to infusion. Fermentations are slower, extractions gentler and oxygen exposure tightly controlled. “We use indigenous yeasts, and we have even eliminated sulphur during fermentation, all in the name of preserving purity and energy,” Alexander adds.

Balancing Tradition & Modernity

Given that Château Giscours is classified as a ‘Troisième Grands Cru Classé 1855’ in the prestigious appellation Margaux, the winery has to find the right balance between tradition and modernity in terms of grape blend, extraction style and ageing to meet contemporary global tastes while preserving heritage. “Being a Grands Cru Classé of 1855 in Margaux carries great responsibility. We see this not as a constraint but as a foundation that gives us both legacy and freedom,” Alexander says.

The vineyards are rooted in deep Garonne gravel soils, and the Grands Vin remains faithful to the classical architecture of the Médoc where Cabernet Sauvignon reigns, and to the magic of Margaux, built on freshness, length and refined tannins.

At the same time, Château Giscours embraces modernity which allows greater precision and purity of expression. “That’s why we have evolved towards a style that extracts less and expresses more,” Alexander adds.

The fermentations are slower, ageing is more nuanced and intervention is kept deliberately low. Indigenous yeasts, limited oxygen exposure and respect for each vintage are central to this approach. “People today seek wines with energy, texture, values and transparency. We meet that expectation not by changing who we are, but by refining how we express it,” is how Alexander puts it.

This is perhaps the reason why its international stature continues to grow. Recently, Château Giscours 2022 was named the leading wine of 2025 by ‘Wine Spectator’. It is currently distributed in over 120 countries.

Exploring India Market

Château Giscours’ recent exposure to India has sparked genuine curiosity and enthusiasm. Through tastings and discussions with importers, sommeliers and wine professionals, Alexander sensed a desire to understand not just classification or terroir, but philosophy, story and emotion. “Wine professionals and enthusiasts asked incredibly thoughtful questions reflecting a growing culture of informed, passionate wine appreciation, that we value deeply,” he says.

As such, Château Giscours sees India not just as a market of potential, but one of shared values: curiosity, hospitality and a deep respect for heritage. “Château Giscours has a story to tell, and it resonates beautifully in India,” Alexander says.

Pricing is another aspect of the India experience. “Price is always a factor, but it’s rarely the real barrier. The real question is perceived value. When wine tells a true story, reflects a place, culture, commitment to sustainability and excellence, people are willing to invest,” Alexander elaborates.

Tapping the Right Potential

Among Indian audiences, the most promising segment for Château Giscours is the new generation of wine-enthusiast millennials: urban professionals, entrepreneurs and creatives in cities like Mumbai, Delhi and Bengaluru. “There are individuals who travel, dine well and appreciate craftsmanship, whether in wine, design or cuisine. For them, Grands Cru Classé wines like Giscours are not simply luxury goods but expressions of heritage and artistry. What we offer at Château Giscours is more than just a bottle; it’s a connection to a living estate, a culture of hospitality, and a wine with a deep soul. That emotional value resonates strongly, especially in a market like India where tradition, family and storytelling matter deeply,” Alexander states.

To introduce Château Giscours to this segment in India, Alexander would like to begin with creating emotional connection through experience and education. The first step would be to organise targeted tastings and immersive masterclasses, both for trade professionals and select consumers. Alexander believes the style of Château Giscours pairs remarkably well with Indian cuisine, particularly because its wines are defined by balance, aromatic finesse and silky structure. They have the depth to stand up to complex dishes, but also the elegance to respect nuance and spice.

Alexander would, therefore, like to focus on partnerships with leading finedining restaurants and sommeliers, who can introduce Château Giscours through thoughtful pairings and storytelling. “Food is culture in India, and we want our wines to be experienced not just in the glass, but at the table, where their elegance and versatility can shine,” he states. In these settings, offering older vintages becomes especially powerful, revealing the wine’s ageing potential and emotional depth.