Edouard Miailhe
Owner
Working at the estate since 2015
Château Siran
Margaux
Gerda: Tell us about you…
Edouard Miailhe: I define myself as a gatherer, oriented towards achieving results rather than engaging in big speech. My professional journey has taken me to the Philippines, where I lived with my family for 15 years, working primarily in real estate and finance. I strive to be a good manager who ensures the longevity of the businesses entrusted to me.
In 2007, upon their retirement, my parents entrusted me with the responsibility of Siran, a proposition I accepted with enthusiasm. I find particular satisfaction in bringing pleasure through my wines to the hundreds of thousands of people who enjoy Siran each year, whether at home or in a restaurant.
As the 6th generation head of Siran, I am proud of the more than 160 years of family history that have forged the reputation of our estate. My greatest wish is to pass this estate on to one of my four children, thus continuing the family tradition. Since our definitive return from Asia in 2015, I have devoted all my time to managing this charming estate.
In parallel, I took over the presidency of the Margaux appellation union in 2018, demonstrating my attachment to this unique territory and my deep commitment to the wine world.
Moreover, I remain involved in the financial sector, but this time in the field of microcredit through a foundation in the Philippines, Uplift. This organization provides access to loans for the underprivileged, and we finance nearly 50,000 families daily. It’s a way for me to make a positive contribution to society.
G: What are the main challenges you personally face in the practice of your work?
EM: Fortunately, I am surrounded by an exceptional team in whom I have complete trust. My experience compensates for my lack of formal training in oenology, and my colleagues, with their valuable support, contribute remarkably to our success. Thanks to their passion, commitment, and dedication, I owe them for the promising 2023 vintage, which looks delicious with a nice yield.
My daily challenge mainly lies in the administrative and social management of the company. Unfortunately, bureaucracy does not make things easy, and we would like to see more solid support from the state.
As for climate change, it is undoubtedly one of the major and crucial challenges we face. However, it seems that global warming may bring some advantages to Bordeaux, as seen in the magnificent vintages of 2018, 2019, 2020, 2022, and even the upcoming 2023. Nevertheless, it is important to emphasize that climate change has led to much more extreme weather conditions, requiring our continuous vigilance.
Harvests 2023
G: Can you say a few words about the 2023 vintage?
EM: Until the last moment, uncertainty prevailed over the quality of the vintage. A wave of intense heat struck the region for 10 days at the end of August and beginning of September. Fortunately, after this heat, rain arrived on September 20th for 2 days. Just before, we had been able to harvest our Merlots, preserved from any impact of mildew thanks to the tremendous work of our technical team. The 30 mm of rain revitalized and favored the maturation and development of the Cabernet Sauvignon and Petit Verdot grapes. We were able to harvest these varieties in ideal conditions at perfect maturity.
We achieved a good yield, partly thanks to the acquisition of a new tractor equipped with a very effective treatment system, operated by experienced tractor drivers. A motivated team, equipped with good machinery, allowed us to make a difference this year. The treatment windows against the mildew, which was very prevalent this year, were often narrow, and we could not afford to miss them, as unfortunately happened to us in 2018 when we lost volume due to mildew.
The brand Siran today and tomorrow
G: What positioning do you want for your brand?
EM: Representing the concept of accessible luxury, the wines of Siran match the level of the greatest grand crus of the Margaux appellation, being balanced, complex, and elegant. They are enjoyable to drink young, and they also can age, which is a sign of great wines. I encourage wine enthusiasts to embark on a journey of exploration as the wines evolve, discovering the complexity and depth that develop over time. I always advise people who have bought a case, especially during the en primeur sales, to open a bottle every 2 to 3 years to witness the magic happening. Siran is a reasonably priced pleasure investment, and thus truly an accessible luxury.
G: How do your wines stand out and are unique?
EM: Firstly, there’s the balance in the blend, with a generally equal distribution of 45% each of Merlot and Cabernet Sauvignon. A fundamental pillar of Siran’s DNA is the substantial proportion of Petit Verdot, which often represents between 7% and 11% of the final blend. A historic grape variety of the southern Médoc, Petit Verdot gives our wines a unique dimension, and with climate change, we notice that many estates are currently replanting it.
Then, what also distinguishes Siran is the subtlety with which oak is integrated into the wine. It blends harmoniously, bringing a softness and a delicate note of sweetness to our creations. Our approach to aging relies on the cautious use of a third new barrels, a practice that helps to preserve the authentic expression of the terroir in our wines.
G: Which of your recent accomplishments would you like to share with your customers?
EM: Since the 2020 vintage, we have revived a tradition inherited from my parents: that of having our labels illustrated by renowned artists, a practice that was in place from 1980 to 2005.
For the 2020 vintage, Federica Matta, a Franco-Chilean artist, brought our label to life, while Peter Soriano brightened the 2021 label. We are aware that Bordeaux wine enthusiasts generally do not expect modern labels, but the vibrant colors from the artists’ works add a unique dimension to our bottles, thus offering a distinct visual experience. In 2021, we chose to celebrate the dawn of space tourism and the exploration of planet Mars, while highlighting the growing importance of technology, including satellite imagery, in understanding Earth’s fragility in the face of climate change. The theme of our label thus evokes the relationship between humans, the solar system, space, and the universe as a whole.
As announced during the 2022 en primeur campaign, the 2022 label is illustrated by an English artist in tribute to Queen Elizabeth II, bringing a royal and contemporary touch to our collection.
G: What future projects are you currently working on? (Technical, marketing, or commercial)
EM: At Siran, we are open to the public throughout the year. This year, we had the pleasure of welcoming close to 10,000 visitors from all over the world. Sharing and showcasing our estate is a true source of satisfaction. We are working on a project aimed at enriching our activities to attract more businesses with events such as conferences and seminars, thus offering a unique experience in the heart of our vineyard.
Another project that is particularly close to my heart is related to my role as the president of the Syndicat de Margaux. This involves the Endowment Fund of the Vignerons de Margaux, which we initiated within the Margaux appellation, and will act across the four villages of the appellation. This fund will enable the appellation to finance various projects of social, educational, environmental development, among others. For example, we supported at the request of the Margaux Town Hall a study by the architect Fabien Pédelaborde, architect of the renovation of the properties of Durfort Vivens, Ferrière, and Marquis d’Alesme. This study aims to enhance the village of Margaux, for the benefit of both residents and tourists. We are working closely with the Margaux municipal council on this project, hoping to also strengthen ties with the local community. In the same spirit, since 2022, we have been organizing a gerbaude, a celebration marking the end of the harvest, in Margaux, inviting its inhabitants to participate in this festive event.
G: How far along are your property in the “green transition”?
EM: Our estate is certified HVE 3 (High Environmental Value), which ensures that all our agricultural practices preserve ecosystems while limiting impact on the environment, including soil, water, and biodiversity. Additionally, we are currently cultivating three plots organically located around the village, near the residences. The Siran vineyard has been free of herbicides and insecticides for a very long time. However, at this stage, we do not plan to further this approach until there is an optimal solution for treating diseases like Mildew and Oidium. Currently, our main commitment is to implement all necessary measures to ensure the protection of our estate’s biodiversity and the well-being of our teams on site.
The business
G: What are your priorities in terms of business development?
EM: Our commercial development priorities are mainly focused on key markets in the United States and Europe, where we have established strategic positions that we are looking to consolidate. In Asia, while our presence in China is limited, we have a strong representation in the Philippines, Vietnam, Thailand, and Hong Kong.
Our business model is primarily based on the sale of our wines during the en primeur campaign. Thanks to successful campaigns, we managed to market about 96% of our production, with the remaining 4% reserved for direct sales in the estate’s shop. This approach allows us to maintain privileged relationships with our clients while ensuring a balanced distribution across our target markets.
G: What sales support materials are available to distributors to promote your wines?
EM: Like all Châteaux, we provide our distributors with a comprehensive website and we are active on all social media platforms. The management of our communication is entrusted to my wife Séverine, who ensures a dynamic and engaging presence.
However, I am convinced that the best way to promote our wines is through the tours we offer all year round. Ideally located at the entrance to the Médoc, near Bordeaux, we are situated in a historically significant location that has been under my family’s ownership for more than 160 years.
G: Which vintages should the market be interested in? And why?
EM: I am thinking of the 2021 vintage, an atypical wine marked by the predominance of Cabernet Sauvignon. This wine will be very easy to drink soon, much like the 2017 vintage, which everyone appreciates today.
Favorite bottle of Edouard
G: If you had one bottle of your heart?
EM: Currently, it is still Siran 2018 that was elected Wine of the Year by the American magazine Wine Enthusiast in the United States in 2021. This title has greatly helped us with distribution in the United States. It is a perfect wine: It has an extraordinary richness, while retaining its elegant and delicate character that is typically Margaux.
Gerda’s word
The 2018 vintage is a sun-drenched vintage and this beautiful Siran is no exception. The tannins are silky and in the mouth, the wine has an opulent structure with notes of black fruits. However, thanks to the Cabernet Sauvignon, which makes up 45% of the blend, and the Petit Verdot at 9%, this structure is supported and framed by a beautiful freshness. A magnificent wine for enthusiasts who appreciate generous wines.
Gerda BEZIADE has an incredible passion for wine, and possesses a perfect knowledge of Bordeaux acquired within prestigious wine merchants for 25 years. Gerda joins Roland Coiffe & Associés in order to bring you, through “Inside La PLACE” more information about the estate we sell.