Supporting the global launch of a label targeting one million bottles this year, a short film aims to promote internationally the wine-growing terroirs of the Corbières, from which Gérard Bertrand comes.

Et... action! Officially launched at ProWein (19-21 March in Düsseldorf), Gérard Bertrand's "Hérésie" cuvée in the Corbières appellation is supported by a film: "Heresy: meet the legend". The culmination of a year's investment, this 12-minute short film in English (intended for export) follows its hero, Savin*, through time and civilizations to overcome the trials of 5 dragons (represented on labels) for 5 elements (light, water, earth, wind and time). The objective is to "highlight the DNA of the Corbières since the Phoenicians, the Romans, the Visigoths, the Cathars ... And always with its landscapes, abbeys, castles... " explains Gérard Bertrand, CEO of the eponymous group, stressing that he believes "a lot in the vineyards of Corbières, where I come from. I want to create a brand that brings together the imagination about the Corbières around the world»

After a pre-launch in 2022 of the Hérésie brand in France and Europe with red (Grenache, Syrah and Mourvèdre) and white (Grenache, Roussanne and Marsanne) cuvées, the brand aims to market one million bottles this year. "This is one of our priorities for 2023 and 2024," says Gérard Bertrand, who wants to promote "this strong spirit of resistance that we find in the Corbières, and dear to my heart".

The spirit of conquest is all the more necessary as market trends are currently complex. "De-consumption is everywhere. We realize this with inflation and competition with spirits, for cocktails" asks Gérard Bertrand, believing that "the wine sector as a whole must question itself. To have a wine more accessible to the younger generations, to develop the long drink... Wine must become fashionable again. After the golden age of the 1980s and 1990s, today it is more difficult. The Languedoc merchant advises the French sector to play collectively and invest in marketing and viticultural responses to climate change (including water management).

* : Portrayed by Anthony Loison Antoniotti, in a film directed by Balkan Tekelioglu.