The fusion of a rich legacy with modern practicality is a rarity in today’s world. While a renowned name can initially attract attention, real success often demands more than just recognition. In the contemporary landscape, one must be willing to leap into new challenges, and Beatrice Cointreau embodies this spirit. As the great-granddaughter of the founder of the iconic Cointreau liqueur and the granddaughter of the founder of Rémy Martin Cognac, she carries a remarkable heritage. However, Beatrice has not only rested on her family’s laurels; she has equipped herself with extensive education, including degrees in law, business, marketing, and an MBA from Cornell University. Furthermore, she honed her expertise in viticulture at the Bordeaux Institute of Oenology and the European School of Perfumery, ISIPCA.
Recently, I had the privilege of sitting down with Beatrice to delve into her legacy, her ambitions, and her vision for the future of the spirits industry.
Recognitions and Legacy
You’ve been honored with prestigious accolades like the Legion d’Honneur and the Ordre du Mérite Agricole. What does receiving such recognition mean to you, and what aspects of your work do you believe these awards truly reflect?
My journey began with the Mérite Agricole, which recognized my contributions to sustainable agricultural practices. In the 1990s, I developed a 750-acre vineyard and advocated for wine and spirits appellations in France. Additionally, I was involved with the International Organisation of Vine and Wine, supporting California producers during the Phylloxera crisis—a century after it had tormented European vineyards. I was surprised when I received the Legion of Honor for the positive impact I had on employment and reviving struggling businesses. Nevertheless, I share this honor with my dedicated teams who supported me over my three-decade journey. I always say, “In case of failure, it’s mine; in case of success, it’s theirs.”
Choosing Malibu for Admirable Vineyards
Coming from a distinguished family of spirits makers, you could have chosen any location for your new Admirable Vineyards in Malibu. Why did you select California, and why now?
California is renowned for its exceptional wine production, and I was among the pioneers in Malibu, long before it gained popularity. My decision was also about leveraging my educational background in oenology, making me the first in my family to pursue this path. Studying at UC Davis further equipped me with knowledge about unique California terroirs. However, recent tragedies such as the Woolsey and Palisades fires devastated many local vineyards, including Admirable.
Future Aspirations for Admirable Vineyards
What are your plans to promote Admirable Vineyards in Malibu, especially considering the challenges many vineyards face? If you had to start over, what would you adjust?
If given a chance to start anew, I would focus entirely on organic farming practices and aim for a diverse range of varietals—from reds like Cabernet and Malbec to whites such as Viognier and Chardonnay—ideally planted in elevated areas. For instance, I admire the Argentinian Malbec, which exemplifies the potential of these practices.
Heritage vs. Personal Impact
Your achievements bridge both legacy brands and entrepreneurial ventures. How do you perceive the significance of your awards—do they honor your heritage, your individual contributions, or both?
I see myself as a vital link in a long-standing legacy. For this chain to continue, I must remain resilient, innovative, and forward-thinking. Understanding the evolving landscape of consumer preferences—like the shift towards non-alcoholic beverages, including the creation of French Bloom sparkling—is crucial for the future.
Promoting French Excellence
Do you believe your global promotion of French excellence through wine and cognac has contributed to the honors you’ve received?
It has indeed been an honor to be an ambassador for French traditions, where the concept of joie de vivre permeates various aspects of culture—cuisine, fashion, and beyond. It is our responsibility to ensure that this joy resonates with younger generations while preserving the memories of our elders.
The Legacy You Wish to Leave
Reflecting on your journey, from crafting exquisite French wines to developing boutique offerings in California, what legacy do you aspire to create?
My three sons are actively engaged in related fields, such as oenotourism and exploring emerging aspects of other spirits like rum and tequila. As for me, I now focus on advisory roles within various boards, contributing my expertise without being involved in daily operations. My endeavors across Argentina, the US, Europe, and Mexico, alongside organizations like Women of the Vine and Spirits and YPO Gold Miami, enrich my experience. I believe that by remaining active in my commitments and instilling a love for our traditions in the next generation, we build a legacy that endures.
