We caught up with the dynamic winemaker about how to define the undefinable – and why it’s determined to lead the appellation into a new era Saint-Emilion has always been difficult to define. Unlike other top terroirs of Bordeaux – Margaux with its silky tannins and aromatic flair, Pauillac with its graphite minerality and structure, and Pomerol’s opulent, rich palate – the profile of Saint-Emilion has never been so easy to identify. Beyond that, the wines can be frustratingly inconsistent in quality too, making it Bordeaux’s most idiosyncratic appellation. Beyond the variation in quality and flavour profile, a political splintering of the appellation in the last few months, resulting in three of the four Premier Grand Cru Classé A wineries (Cheval Blanc, Ausone and Angélus) withdrawing from the classification has brought further turmoil to this seemingly troubled appellation. “Perhaps,” Ch. Cheval Blanc’s Technical Director Pierre-Olivier Clouet begins, “the many idiosyncrasies of Saint-Emilion are easier to understand, when you realise it is the largest appellation in France, consisting of over 800 growers on nearly 6,000 hectares of vineyards.” Put in context, the second largest commune in France, Châteauneuf-du-Pape, is almost half that area at 3,300 hectares. Given its large area, Saint-Emilion doesn’t have the same homogeneity of soil as Bordeaux’s other appellations and it is this, Clouet believes, that goes some way in accounting for the region’s variety. While many of the top estates are situated on the limestone plateau, on the outskirts of the historic town itself, the appellation’s borders stretch way beyond this most prevalent feature and cannot be accurately defined by limestone alone. This is no more evident than with Cheval Blanc – arguably the most atypical estate in Saint-Emilion. “If the DNA of Saint-Emilion is Merlot grown on limestone, it is bizarre that Cheval Blanc is in the appellation at all,” Clouet chuckles. “We grow Cabernet Franc on clay!” Cheval Blanc sits at the appellation’s limits, four kilometres away from the limestone plateau, bordering Pomerol. But Cheval Blanc is not such an easy fit with Pomerol either. “We should have a monopole appellation,” jokes Clouet. His point is serious, however, Cheval Blanc straddles both the Right Bank’s top terroirs, yet is not typical of either. It certainly makes Cheval Blanc more difficult to explain, admits Clouet, compared to the other great estates of Bordeaux that can be defined by their parity of variety and terroir. “Pétrus is Merlot on clay soils. Lafleur is Cabernet Franc on gravel. Ausone is Cabernet Franc on limestone. Latour is Cabernet Sauvignon on clay. But Cheval Blanc is impossible to know like that, because of its range of soils,” Clouet explains. For Clouet, this multi-faceted personality gives Cheval Blanc great flexibility and is a key reason for the estate’s success and consistency. “We think we are very lucky because we can play on the two parts of the Right Bank,” he says. “Every time it’s a vintage for Merlot, we blend for Merlot. When climatic conditions are better for clay, we play with clay, so we can play with the identity of the vintage.” Cheval Blanc has 53 plots on 10 different soil types – clay, sand, gravel in varying proportions – and grows Cabernet Franc, Cabernet Sauvignon and Merlot. For Clouet, the DNA of Cheval Blanc is its diversity. “We are an orchestra, not a soloist. We need all our musicians to play the music.” Perhaps then, Cheval Blanc’s wide-ranging terroir makes it a fitting mascot for the heterogeneous nature of the Saint-Emilion appellation. Despite Cheval Blanc’s recent withdrawal from the classification system, Clouet is keen to emphasise that the Saint-Emilion appellation is important, and something they should continue to defend and invest time and money in. The wines of Saint-Emilion are all linked by the place – and this is much more important than variety or blend, which he feels other regions have wrongly placed emphasis on. “Each bottle of wine should tell the story of that place,” says Clouet. However varied Cheval Blanc’s terroir may be, it’s undeniable that the wine captures a distinct sense of this place. Indeed, beyond a small increase in its holdings in 2012 encapsulating a neighbouring vineyard, it is one of the few châteaux in Bordeaux whose perimeters have barely changed in 150 years. For Clouet, however, the appellation is about more than terroir, there is a “dynamic spirit” at the heart of Saint-Emilion. While not so easy to define, Clouet believes it is an appellation that has greater flexibility than others. It is often cited as the most Burgundian of the Bordeaux communes, due to the high number of small estates and the sheer number of vignerons, something which makes it a “dynamic place” in Clouet’s eyes. “It never stops thinking how to change,” he says. This, he believes, provides some great advantages. “Smaller estates have the capacity to move quickly. This is arguably the most vigneron-led place in Bordeaux.” Such dynamism in the past has certainly seen Saint-Emilion leading trends in the region, both good and bad – depending on your point of view. The garagiste movement in the early 2000s, for examples, is a fashion that continues to divide the region. But Clouet believes Saint-Emilion is an appellation ahead of its Bordeaux counterparts, leading in sustainability and the trend towards freshness and delicacy, and terroir-driven wines. That said, there’s no “recipe”, he says. “Each and every château has to find its own balance.” But, he warns: “We need to be careful and not go too far one way or the other. A new recipe is to pick too early, another is to use too little oak.” He quotes Coco Chanel, “fashion changes, style endures” – each producer should find their own identity, their own style and stay true to it. It’s essential to be opened minded, he says – but to never copy others, follow a recipe or chase trends. The current move in Saint-Emilion to plant more Cabernet Franc is a perfect example, for Clouet, where fashion is being followed foolishly. “Cabernet Franc today is probably the most trendy variety in the world. I don’t know any winemaker who doesn’t talk to us about Cabernet Franc. It seems to be the solution to global warming, but I think it is completely the opposite,” he says. For Clouet, Cabernet Franc has no capacity to adapt: in the right soil it produces top wine, but in average soil the results are terrible. The hot 2020 vintage, for Clouet, proves his point – with producers favouring Merlot over Cabernet Franc, even when the latter dominates their vineyards, pointing to Lafleur and Ausone, as well as Cheval Blanc. The warm, dry conditions didn’t favour the modish variety – and an overreliance on Cabernet Franc planted in the wrong place could prove disastrous in the face of climate change. For the already atypical estate, Cheval Blanc is looking instead at further diversifying. While Cabernet Franc is key to its identity, the estate has shifted from once having Merlot on gravel and Cabernet Franc on clay to have “everything, everywhere”. “We want to multiply the diversity,” Clouet explains. Diversification is at the heart of everything Cheval Blanc stands for today, laid out in their recently published manifesto – a clear statement of intent that unless Bordeaux moves away from monocultural farming, its future is at risk. “In the last 10 years agriculture was a problem,” says Clouet, “but I think agriculture could be the solution.” He gives carbon dioxide as an example: while there’s too much in the atmosphere, trees, vines and cover crops can be used to capture it. Clouet believes the manifesto is not just a piece of paper or marketing pamphlet, but a roadmap to show how a more sustainable approach is possible. “The biggest problem in the 20th century for agriculture was not just pesticides but monoculture.” While Cheval Blanc will continue to only earn money with their wines, admits Clouet, other crops and livestock will be used to provide “resilience, a capacity to decrease disease and problems in the vineyard”. Clouet goes on to explain how 50 years ago, trees were removed from vineyards to make it easier for tractors, but prior to this vines, trees and other plants co-existed. “Organic production is not enough today,” says Clouet, who does not want to simply return to the past. “We want to take the best of modernity.” Cheval Blanc is not organic because it believes that copper, permitted and widely used in organic viticulture to fight mildew, is more harmful than a synthetic alternative. “It’s common sense,” says Clouet. “When you use organic methods to tackle mildew you have to spray every week – it is nonsense. We try to think sensibly. The solution will be through science and research. We shouldn’t go just with philosophy. We need to be agronomic and practical to find a solution.” If the spirit of Saint-Emilion is about dynamic change, then it is fitting that the appellation’s most recognised estate is leading the charge to revolutionise the region’s approach to viticulture and safeguard its future. For Cheval Blanc, agriculture is at a crossroads. “Viticulture is at the mercy of climate change and the drastic reduction in biodiversity,” states Cheval Blanc in its manifesto. Over the last few years Cheval Blanc has been transforming its vineyards into permacultures – interplanting trees, plants, other fruits and vegetables, as well as introducing animal grazing, flower farming and beekeeping to the vineyard in an attempt to ensure soil fertility, promote diversity and capture carbon. Reading about the latest political spat over the current Grand Cru Classé system, the endless court cases and corruption charges, you would be forgiven for thinking that the spirit of Saint-Emilion is imploding. But it is the spirit of Saint-Emilion, according to Clouet, that unites this somewhat idiosyncratic appellation. Beyond the classification chaos lies a heterogenous band of vignerons, united by their diversity and dynamic approach. With the release of its manifesto, could Cheval Blanc unite the troubled appellation, with growers working together towards a fully sustainable, future-proof Bordeaux? Cheval Blanc certainly hopes so.

Saint-Emilion is arguably Bordeaux’s most idiosyncratic appellation. But, as Cheval Blanc’s Pierre-Olivier Clouet tells us, it’s the region’s heterogeneity that makes it so exciting.

Defining Saint-Emilion and the way forward for the appellation. Cheval Blanc’s Clouet tells us, it’s the region’s heterogeneity that makes it so exciting.

Strength in diversity: the winemaking at Cheval Blanc

Strength in diversity: Cheval Blanc

There are interviews, and there are conversations. And this meeting with Italian cashmere tycoon, Brunello Cucinelli, definitely falls into the category of the latter. Cucinelli has conquered the world with his products, his perception of style and beauty, and has published a book outlining his particular approach to doing business which he defines as “humanistic capitalism”.   This distinction between interview and conversation is a necessary contemplation; understanding the meaning behind the words, selecting them carefully, tasting each of them in a silent meditation. This is, in fact, the first step to allowing you into Cucinelli’s world, where external quality is just as important as inner quality. To him, as to late 18th century German philosopher Kant, beauty is a moral interest.   The word “interview” is composed of two parts: “inter”, which implies reciprocity, and “view”, which refers to sight; each looking at the other, trying to truly see. It is not a given that this is always successful.   A conversation, however, is different. The word derives from the Latin “conversari”, composed of “con” meaning “with” or “together”, and “versari”: to reside, to find oneself. It is a meeting – a graceful way of getting to know each other, or getting to know each other better. It is a way to agree upon certain behaviours and visions in order to truly share a physical place, as well as a state of being. In this conversation, we meet Brunello Cucinelli in Solomeo, Umbria, Italy. He reminisces that, The New York Times once published a map of must-see places in Italy – in which Solomeo was included along with Venice, Florence, Rome and Naples. Cucinelli states this with no small amount of pride.  Despite the lockdown, and an obligation to talk through a screen, encouraged by both the pandemic and by a sense of caution, Solomeo is truly the location of our meeting – and not just because Il Sogno di Solomeo (The Dream of Solomeo) is the title of his book, in which he recounts his life story, the roots of his success, and his vision as an “entrepreneurial custodian”. Solomeo enters through the window, breathing audibly in the background of the words and thoughts which define our conversation. It speaks through Cucinelli’s expressions, bringing to light a kind of organised peace within his sense of time, its horizons are centuries-old, and reside in diligent silence. It speaks of a knowledge acquired through generations passed, to be shared with generations to come.  We are in Umbria, just 15 minutes from Perugia and only one hour from Florence. Only 800 people live in Solomeo – a stunning, almost-abandoned medieval village brought back to life by skilful restoration work led by Cucinelli over the last 25 years. The village of Solomeo was revitalised as an allusion to Rome, the city of Emperor Hadrian’s soul, according to French novelist and essayist Marguerite Yourcenar. Creativity needs a “genius loci”, a safe space. Cucinelli restored a village that was “robust, useful, and beautiful”, as instructed by Vitruvius. Onora tutti gliuomini (“honour all men”) is the inscription displayed in Solomeo’s Piazza delleArti, and is also the motto which inspired Cucinelli’s humanistic capitalism. He believes gift-giving to be one of the kindest forms of the soul, and he loves to give presents of homemade oils and wines; believing that, in every gift, there is also a piece of Solomeo.   Cucinelli’s love of philosophy, and his habit of allowing the great minds of history to dictate his approach to beauty, is also a lesson Cucinelli learned in youth as a farmer, when he used to pull the ox plough and till the fields. In the evenings, his father would encourage him to admire the beauty of those ploughed fields, the neat ridges stretching over the hills.   His sensitivity to the idea of living in harmony with nature was born from this, as was his ability to recognise that there is greater value in that which is carried out with beauty in mind. His more practical attention to the selection of raw materials also stemmed from these roots – his respect for producers and collaborators, and his ability to think in terms of centuries, not years. All this has rendered Brunello Cucinelli one of the world’s most famous luxury brands.   Beauty is also a form of truth. As three Buddhist monks remarked to him, upon visiting him in Solomeo, there are three things which cannot remain hidden: the sun, the moon and truth. In order to live well, beauty requires you to take care of your soul, your mind and your body. This is why, at Cucinelli’s company, at half past five in the evening, the computers are switched off, the working day completed. The body, mind and soul need a life outside work, to be able to look themselves in the eye and overcome the “soul-ache” that creativity can also help to alleviate.  To him, beauty is also a business method; his humanistic capitalism was not cast aside even during the crisis sparked by Covid, during which time Cucinelli did not let a single employee go, or ask for any discounts from producers or suppliers. This is part of an ethical business vision which considers humanity as an end, and never as a means; it is defined by considering the businessman as a “custodian of creation”. Developing this idea of being a custodian, Cucinelli sees that luxe can be interpreted as an orchestrator of sustainable development.   Brunello Cucinelli smiles. He likes the words of 15th century Florentine Republic ruler, Lorenzo the Magnificent – “How beautiful is youth, / though quickly it does flee! / be happy if you want to: / for tomorrow may not come” – which recall an Italian sense of national pride. Although home to only 0.7% of the globe’s population, Italy boasts one of the the world’s top 10 economies; it excels at quality manufacturing and craftsmanship; it offers a welfare state which leaves no one trailing behind. He sees a great country and a golden era, in spite of the crisis. He does so with a pinch of the “Italiote”, as Plato called the people of Syracuse when he reached Sicily from Greece, “a population which feasts twice a day and never goes to bed alone”.  We are also like this, he says, before returning to consider the ideas of creativity and responsibility. “It really is possible to live in harmony with creation. And this makes us custodians, not consumers. I also think of my product as something to be desired, something to be inherited. That is why I chose cashmere. I wanted something that was already precious. I’ve learnt to transform it over time. I’ve made mistakes, had teachers and guardian angels that have helped me and taught me. But the principle was already clear to me, right from the beginning: to create beauty, you need to begin with something beautiful, from an exceptional raw material. And you also need to believe that it will last for centuries, not for years. Before it became fashionable, we had already opened a restyling and reusing department for our garments. Because, for a jumper to be beautiful and precious, it must also stand the test of time.”   “Verum factum”, as stated by 17th century Italian political philosopher Giambattista Vico: nothing is true unless it has been done. The humanistic capitalism in Solomeo is evident: an art of Renaissance-style trading which has taken over the world, yes. But it has done so with honour. It possesses a beauty which is markedly exclusive, moving against the crisis of civilisation. It is something that manages to make itself be considered as rare, something precious, only for you. It requires time, artisanal hard work and precision, fighting against the culture of impatience. In fact, Solomeo’s theatre is crafted from hand-cut stones, with walls built to endure. The company itself is located within a restored factory which opens out onto gardens and spaces where it is impossible not to inhale the surrounding beauty.  Most of the employees and managers within Cucinelli are young: this is because they are hard workers. It is also because beauty and fairness produce brilliance. Cucinelli is the one to engender this genius. “Oh, myesteemed men!” (O miei stimati uomini!) Cucinelli quotes Marcus Aurelius. It is from this statement that he has learnt to recognise value, to respect and admire, and to never rise above dignity. He applies the concept of remote working only when strictly necessary, because creativity dwindles and becomes degraded by a lack of human contact.   The story of humanistic capitalism is so long to recount (and so wonderful to hear) that Cucinelli has summarised it within his book, Il Sogno di Solomeo. These ideas, typically influenced by previous generations, took inspiration from the manual The Book of the Art of Trade by Benedetto Cotrugli – an Italian merchant during the Renaissance era – which speaks about “getting rich honourably”. One can choose whether to be “a seeker of work or a creator of work”: therefore, an entrepreneur is someone who creates development for themselves and for others. On one hand, there is the revaluation of the role of whoever decides to take this risk; on the other, there is the idea that they are doing so by enforcing a strong sense of ethic. A sort of return to business. An important lesson.  Cucinelli notes that, in Cotrugli’s story, this is fulfilled out of duty rather than pleasure. The death of his father in 1438 forced him to abandon his studies and take the reins of the family business. This was during a time when Italy was bestowing the Renaissance upon the world; and Cotrugli, who originated from Ragusa (currently known as Dubrovnik – which, at the time, was considered the fifth Italian Maritime Republic), was catapulted to Naples, in an environment where ethics and morals evidently left a lot to be desired. The family business, and by extension, he as the owner, “bought wool in Barcelona; turned it into cloth and thread in Florence and Prato, to then sell it on again in Constantinople and Venice”. Cotrugli travelled, visiting cities which formed the heart of that golden era. He breathed in the air of Florence, which was, at the time, Europe’s most powerful guild, and produced figures such as Donatello, Masaccio and Brunelleschi.   Among the 15 golden rules for “getting rich honourably” outlined within The Book of the Art of Trade, Cucinelli feels a “deep resonance” not only because of its modernity and its entrepreneurial insight, “but mostly for the system of values it imposes and passes on”, to “get rich honourably” by creating work and development with consistency. And he thinks back to the crisis, echoing the words of Roman statesman Marcus Tullius Cicero, as quoted by Cotrugli: we must not waver in the face of adversity or lose ourselves in our own prosperity. “Let’s talk about what this year has brought us, not what it has taken from us,” he states.   And this is the truest representation of a dedicated and kind businessman, who has spent half his time gazing up at the stars and loves to watch a fire flicker because it makes him “drunk on pleasant thoughts”. Life is blessed. We eat only what we must, so that there is enough for everyone. There was Seneca, there was Epicurus, and now there is the wonderful dream of Brunello Cucinelli and his beloved Solomeo. He spends his years contemplating centuries past and considering those to come. This, in itself, is a rare form of immortality.  In 2011, Cucinelli planted vines in the valley below Solomeo, and the first vintage of the wine made from this special site – 2018 Castello di Solomeo – is available from FINE+RARE. Read more about the project. This article was originally published in FONDATA, Issue One

As Brunello Cucinelli launches his new wine project – Castello di Solomeo – we dig into the philosophy of the designer behind Italy’s cashmere empire. Educator and business guru Germana di Falco sits down with the fashion icon to discuss his philosophy on business and life itself 

Italian cashmere tycoon and fashion designer Brunello Cucinelli on his new wine project Castello di Solomeo and his business philosophy 

Brunello Cucinelli – the fashion philosopher

Brunello Cucinelli: the fashion philosopher 

“First of all, you have to resonate 100% Chardonnay,” declares Alexandre Ponnavoy, Taittinger's Chef de Cave. “Chardonnay that produces precise, mineral, chiseled, complex wines with a lace-like finish and an ability to age is what I’m looking for when selecting the grapes that will become part of the Comtes de Champagne blend.” Chardonnay has always been prominent in the house of Taittinger, typically 40% of their Brut Réserve. But when making a pure Chardonnay Champagne (the most delicate of the Champagne varieties), as a vigneron you have to change your mindset, “You must orient your tasting and see the vintage only through this grape variety,” Alexandre explains. All the grapes for Comtes are sourced from Champagne’s Côte des Blancs, a ridge running 30km north to south with east-facing vineyards, predominantly planted to Chardonnay (95%) and responsible for Champagne’s finest Blanc de Blancs Champagnes. Comtes de Champagne is sourced from all five Grand Cru villages situated on the Côte des Blancs – Avize, Chouilly, Cramant, Mesnil-sur-Oger and Oger, with the main base of the cuvée coming from Taittinger’s house vineyard surrounding the Château de la Marquetterie just south of Epernay.  According to Ponnavoy, each of these Grand Cru villages has distinct features that when blended can create something truly special. He identifies how Avize produces very pure, precise, chiseled, crystalline wines – “no exuberance but a lot of precision and freshness”. Chouilly is quite different: “I often say Chouilly is the most Pinot of Chardonnays! This Cru produces Chardonnays used by us for their structure and aromatic power. These are wines with a beautiful backbone. Cramant gives Chardonnays of great minerality with a slightly iodized, saline hint. Mesnil-sur-Oger offers wines of extreme depth, of beautiful aromatic generosity, with exceptional volume on the palate, with a precise and mineral finish. Oger gives us expressive, structured, fruity, gourmet wines with notes of pear, lemon and slightly honeyed.” After each harvest, each wine from these villages is tasted several times, analysed organoleptically in order for Ponnavoy and his team to predict their ageing and aromatic potential before making the decision on whether they will be selected for Comtes. “Some villages can express themselves better depending on the vintage,” states Ponnavoy. “The distribution of the percentage of these five villages lies in the alchemy to design a timeless wine faithful to its style year after year. What I can say is that the vintages of Avize, (precision), Chouilly (structure) and Mesnil-sur-Oger (depth) are nicely represented in the 2008 vintage.”
 While Alexandre Ponnavoy has a clear idea of what the Comtes de Champagne identity is, something he believes shines through despite the vintage conditions, the style of Comtes de Champagne has changed over the years, in line with trends across the region and the change in climate. The dosage of Comtes up until the 1980s was much higher – typically 15 to 16 g/l, now it is closer to 9g/l. “Of course, the growing maturity of the Champagne grapes has played a role in reducing the dosage,” explains Ponnavoy. But global warming does not explain everything: “Champagne consumption patterns have changed. Champagne tasters accept and seek out more restrained, fresher, less dosed Champagne.” And so Taittinger adapted Comtes’s style in line with those needs. Another change came in the late 1980s when Ponnavoy’s predecessor Loic Dupont re-introduced partial oak-ageing for the Comtes de Champagne. This woody part is today an integral part of the Comtes de Champagne profile. Only a tiny proportion of the wine sees oak (between 5 to 8%) depending on the vintage, but – for Ponnavoy – it is the oak that provides a touch of spice and more importantly helps frame the “aromatic concentration and precision required for ageing”. The 2008 vintage is one of the most celebrated in Champagne. It is in fact one of the few vintages in the last 20 years in which the harvest took place in October. Despite this "late" harvest (even if it was the norm in the 1980s and ’90s), Ponnavoy notes that the grapes retained a lot of acidity as well as concentration from what was an extended growing season. The acid-sugar balance is so important Ponnavoy and his team could see the quality of the grapes at harvest was very promising. “2008 is the perfect expression of our continental climate in Champagne, which is both hot and cool. The Comtes 2008 carries this very contrasting climatology within it, between sun and freshness, as well as the distinct identity of the chalky terroir and the allure and precision you can get from the Côte des Blancs.”   Much has been said and written about the similarity of 2008 to other vintages but Ponnavoy is reticent to compare it directly. For him, this vintage stands on its own and has its own personality. At a push in terms of concentration he compares it to 1996 and for elegance to the 2004. When it comes to the 2008’s drinking window, he believes it all depends on what you want from your Champagne. “The 2008 is ready to be discovered now, appreciated on its thin, elegant, chiselled, dynamic side. However, Comtes de Champagne is certainly produced with the purpose for ageing. I like to taste Champagnes with as much ageing time on the lees as disgorging time. I think it will be interesting to discover or rediscover this 2008 vintage in 10 years or so, at the dawn of 2030!” With fantastic lineage behind it, the 2008 Comtes de Champagne will no doubt be in high demand on release and provide fantastic drinking pleasure for decades to come. 
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Ahead of the 2008 vintage’s release, Taittinger’s Chef de Cave Alexandre Ponnavoy talks us through what defines the house’s much-loved prestige Blanc de Blancs, Comtes de Champagne

Upon 2008 vintage’s release, Taittinger’s Chef de Cave talks us through what defines the house’s much-loved prestige Blanc de Blancs, Comtes de Champagne

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