CHAPTER III.
The Gloria project is a promise of festivity, optimism and joy for Saint-Julien, in a period of great uncertainty and gloom in post-war France.
AN IMPOSSIBLE DREAM
They say entrepreneurs spot opportunities where others see problems.
In the mid-1930s, even the great classified growths were experiencing serious financial and commercial pressures. Many were looking to make savings or to consolidate their vineyards, and Henri Martin begins to dream that he might one day put his unique combination of knowledge, grit and vision to work.
Believing he would never be able to acquire a classified estate – they rarely passed between different families, let alone beyond the upper classes.
He devises an innovative plan to build a new brand by purchasing and assembling exceptional vineyards from classified estates.
And so, the game of persuasion began. Acquiring and assembling these small pieces would be the work of a lifetime, and a dream that Henri did not dare share with anybody – even his closest friends and family.
Henri’s goal was not just to produce a great wine, but to build a legacy that would stand alongside the greatest of Bordeaux, a testament to perseverance and disruptive spirit.
Converting America
In the 1960s and 1970s, Henri dares to dream again. This time, he imagines Château Gloria becoming an international superstar at a time when only the First Growths were truly known on the other side of the Atlantic.
As he tours the USA, presiding at press conferences and banquets, and acting as an ambassador for Bordeaux, his disruptive approach, easy-going charm and strong charisma win over the hearts of American wine lovers.
By the time 15 cases of Château Gloria 1961 are donated and served at the annual New York banquet of the Commanderie du Bontemps du Médoc in 1975, the Gloria name is on the lips of every serious wine buyer and collector.
Henri understands the importance of the media, and catches the attention of the editor of the New York Times with his story and his wine, which is bright, floral, and rich at the same time. A long-format article in the NYT Magazine in 1976, entitled ‘The Miracle of Château Gloria’, generates extraordinary demand for the wines across America.
Henri Martin’s achievements are hailed and Gloria’s reputation is forever secured, just as its vineyard has grown to span approximately 50 hectares.
Henri’s devotion is tireless, and his mission is clear: to shine a light on the potential of Saint-Julien’s terroir and to create smooth and expressive wines that bring joy to all who taste them.
With his initial dream realised, Henri sees there is only thing left to complete his legacy. In 1981, he makes an offer and acquires Château Saint-Pierre, the 1855-classified estate at the heart of his home village, and the place where his father had built his business.
