The vision of owner, winemaker and founder, Bruno Le Breton

When I arrived at Domaine de la Jasse in 1995, my former boss and owner at the time asked me to create the “everyday Grand Cru”. When I took over the business and bought the estate in 2008, I made this ambition a priority. A Grand Cru is a wine whose taste is unanimously recognised as outstanding – when a bottle is placed on the table, it is the sign of a special occasion. I want our wine enthusiasts to be proud to uncork our wines and that, in addition to the pleasure they derive from savouring it, they can rest assured that this wine has been made with all due regard for the needs of our vineyard sites, our employees, our neighbours and our loyal ambassadors.

By committing to work sustainably, I have chosen to have a positive impact on the world around us. In the past, the wine industry and organisations have created endorsements and benchmarks that have gradually become meaningless to the global citizen. CSR implies choosing to turn to your stakeholders and interact with them to present them with something simple: what do you expect from us; this is what I expect from you.

Success based on aping what was done in the past doesn't work anymore. We have a duty to change so that we can find the inspiration needed and stay one step ahead of our stakeholders in order to structure our strategy and improve our range – change it even. This is merely common sense. But it also implies taking risks, because staying one step ahead of our stakeholders means accepting transparency and sometimes accepting our inconsistencies.

Human beings invented wine and personified it to make it a marker of key moments in their lives. Driven by hedonism, they have sought to make it more to their liking so that it can be a fitting companion for those special moments we all enjoy. Wine is therefore designed to reciprocate – it brings people together and the sharing it thus induces gives it its full worth. Human beings make wine, drink it, share it and enhance its value.