A meeting with Mr. Dugas

Introducing new brands of spirits into the French market is part of the DNA of Dugas. This visionary and winning mindset has never left me since it was founded in 1978. Dugas has built its reputation on the ability to discover new brands but also, and above all, on its ability to support them as they grow. This is one of the things I am most proud of. Dugas today is renowned for its specialist portfolio, comprised of exclusive names. To do this, it is essential to understand the market and to be able to anticipate. I was one of the first importers of The Macallan and of Bowmore in France. Dugas was also the first company to take an interest in Rum from the year 2000 onwards. This success is linked to our expertise, but also to the importance we place on human involvement.

In my view, the human aspect is just as important as the product. The history of Dugas is first and foremost a history of encounters and meetings. In particular, I think of my meeting with Tara MacDonald, the owner of Ardbeg; Jim McEwan and Mark Reynier at Bruichladdich and, more recently, Jose Ballesteros and Tito Cordero at Diplomático and also Stephen Carroll, the founder of Don Papa. Dugas’ success is also down to the extremely strong relationship of trust we have with the National Federation of Independent Wine and Spirit Merchants. Nothing would have been possible were it not for the wine merchants, who have established themselves as genuine opinion leaders and specifiers. I also place a lot of importance on training my team, a team of young and passionate collaborators. Watching talents blossom within the heart of the team is one of my greatest pleasures.

Of course, Dugas still remains highly ambitious. Obviously, I hope to maintain our leading position among wine and spirit merchants but also to develop our presence in the hospitality sector. Today, cocktail bars are making a great contribution to the visibility and notoriety of brands. We also subscribe to the notion of internationalisation: we are going to develop a number of brands for export. Digitalisation is also key for the future. And we are taking an increasing interest in production. A new challenge that we are taking on with the same ambitious and bold spirit.

Dugas today is renowned for its specialist portfolio, comprised of exclusive names.

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