| | | | | Both vineyards have planted different cépages |
| | | | | (grape varieties) such as Cabernet Sauvignon, |
| “We intend to produce the first real Syrian | | | | Merlot, Syrah, Sauvignon Blanc and Chardonnay. |
| wine: a high-end product positioned internationally, | | | | However, the percentages will vary from one |
| targeting the Syrian Diaspora and seducing Syrian | | | | winery to the other, allowing the brothers to |
| consumers,” said Karim. He reckons that the | | | | adapt the vines to regional climate and soil |
| Syrian project might prove to be a more | | | | conditions. In addition, |
| challenging one, as it requires nurturing a nascent | | | | production processes will be closely monitored |
| wine culture. | | | | with the help of a French consultant, Stephane |
| | | | | Derenancourt. |
| The Saadé venture is not the first of its kind. | | | | |
| Over the years, the family’s mercantile past | | | | The Johny R Saadé family, which fully owns |
| morphed into the Johnny R. Saadé Group, also | | | | the Syrian Domaine de Bargylus and the Saadé |
| known for its international shipping company CMA | | | | Lebanese winery, has invested over $25 million |
| (Compagnie Maritime d’Affrêtement). The | | | | into the project already. The Syrian part is |
| group currently includes a tourism arm and a real | | | | estimated at $4 million while the Lebanese project |
| estate company, the winery project being the | | | | will eventually require as much as $25 million on its |
| most recent addition to its core activities. The | | | | own. The Syrian Domaine de Bargylus will, on its |
| two young brothers have succeeded in carving a | | | | 20 hectares of land, employ around 20 people on |
| name for themselves in the tourism sector with | | | | a permanent basis, while the Lebanese project is |
| Wild Discovery, the group’s first Lebanese | | | | going to employ some 50 people for the time |
| venture that also operates in Syria and Dubai, | | | | being. “Naturally, these figures do not account |
| with almost 100 employees. | | | | for seasonal workers who will evidently contribute |
| | | | | to our operations. In addition to its original winery |
| Founded in 1997, with its head offices in Beirut, | | | | structure, |
| Wild Discovery boasts a regional network of | | | | the Lebanon venture will also integrate two |
| travel agencies, offering services ranging from | | | | other complementary projects, namely a wine |
| ticket issuance to comprehensive holiday | | | | museum and a boutique hotel with 30 to 35 |
| packages. The Saadé company’s second | | | | rooms,” explained Karim. For the Saadé |
| arm is Greenstones, a real estate company | | | | brothers, the main rationale behind the wine |
| currently developing a project in Beirut’s | | | | museum is the added value it will bring to the |
| picturesque Abdel Wahab | | | | wine industry in Lebanon, one that can be further |
| | | | | complemented by the creation of a “Route du |
| Al-Inglizi Street. | | | | Vin” — a wine tour — of the Bekaa, |
| | | | | which will help integrate further the Bekaa valley |
| | | | | into the overall Lebanese tourist map. |
| | | | | |
| Two new wine ventures | | | | As Sandro pointed out, “Both projects have |
| | | | | been in the pipeline for quite some time. Contrary |
| The third and most recent project includes two | | | | to popular belief, the wine industry does not |
| vineyards in northwestern Syria and the Bekaa | | | | generate quick money but is built on a long-term |
| Valley. Bargylus, the Syrian estate, is located in | | | | and well-planned approach. |
| Jebel al-Ansariyeh, in antiquity known as Mount | | | | |
| Bargylus. On the outskirts of Lattakia, the port | | | | This particular sector offers huge potential in |
| city on the Mediterranean it comprises 20 | | | | Lebanon.” |
| hectares of argilo-calcareous soil. | | | | |
| | | | | |
| The Lebanese estate is situated in the | | | | |
| widely-recognized wine region of the Bekaa | | | | Targeting the high-end consumers |
| Valley, near the villages of Kefraya and | | | | |
| Tell-Denoub, covering 50 hectares. | | | | Both wines produced by the Saadé brothers will |
| | | | | target high-end consumers and be marketed |
| Sandro Saadé recounts the brothers’ | | | | away from the traditional supermarket distribution |
| passionate love story with wine that began in | | | | network. “Our wines will be available in |
| 1997. “We initially considered investing in a | | | | restaurants, hotels and specialty stores. We are |
| Bordeaux châteaux,” he recalled. Instead, | | | | not relying on the local market, but focusing more |
| the brothers decided to jumpstart their own | | | | on developing a European and international |
| winery project in Syria, where their family | | | | one,” Sandro said. The Saadé brothers are |
| originated. | | | | targeting French wine aficionados as they believe |
| | | | | France is key in opening the doors of European |
| The Domaine de Bargylus came to life in Lattakia | | | | markets. |
| in 2003. “Besides the common history we | | | | |
| share with the Lattakia region, we opted for this | | | | While both wineries will include the usual state of |
| particular location because of its excellent soil and | | | | the art machineries and equipment as well as the |
| weather conditions, after extensive testing and | | | | use of stainless steel tanks imported from France, |
| analysis.” | | | | Sandro pointed out that, “we will focus |
| | | | | principally on production processes and more |
| In 2004, the brothers decided to replicate the | | | | particularly on the quality of the grapes used.” |
| winery project in Lebanon on a grander scale. | | | | In the end, he knows that despite Lebanon’s |
| | | | | wine culture, marketing Lebanese wines might not |
| According to Sandro, “Both projects are | | | | be an easy task. The young entrepreneur |
| completely different. After all, we are discussing | | | | believes that given the relatively small quantity |
| two types of wines born from very particular and | | | | exported by Lebanon, any mishap will affect the |
| special terroirs. The Syrian Domaine de Bargylus | | | | industry as a whole and badly reflect on it. An |
| will be available for sale in the next few months, | | | | entity that will accredit producers and grant them |
| while our Lebanese brand, which has yet to be | | | | an equivalent of the French AOC, which late last |
| named, will be released in 2009. Both will boast a | | | | year the Lebanese government has decided to |
| wine of premium quality and will be positioned on | | | | establish, will provide Lebanese wines with a |
| the higher end of the product spectrum.” His | | | | greater credibility on international markets and |
| brother Karim insists, however, that they will | | | | facilitate the export process. “Each Lebanese |
| share the same concern for quality control | | | | wine is distinctive in its own way. We fully intend |
| processes. | | | | on capitalizing on our wine culture to introduce our |
| | | | | brands to the world. |