Press Coverage
Jun 10, 2026

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Azure Road

Azure Road on JP Bourgeois’s Case for a Wine Trade That Works for Everyone

What does a sustainable wine business actually look like past the vineyard? JP Bourgeois makes the case for fair margins, long grower relationships, and a lot less greed.
Lauren Mowery
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"Less competition for its own sake. More fraternity."

— JP Bourgeois

In a new feature for Azure Road, Lauren Mowery digs into the conviction under JP Bourgeois’s import business, one most of the trade would call bad math: take only what you need, and pull the greed out of everything in between. Easy to say, expensive to hold, and he’s paid for it more than once. The full reasoning, and the wines behind it, are on Azure Road.

Key Highlights

  • What’s breaking the wine business has more to do with greed than with anything happening in the vineyard
  • Building grower relationships on trust and loyalty. 
  • Sticking to company values may cost in the short term, but it is worth it in the long run
  • Strategic pricing keeps pricing equitable
  • Success: “Less competition for its own sake. More fraternity.”

PUBLICATION

Azure Road

Everyone in the supply chain wants their margin. JP Bourgeois thinks taking only what you need would make the whole business more sustainable.
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