Gérard Perse, the esteemed owner of Château Pavie, passed away at the age of 75 after a prolonged illness, as confirmed by the estate via social media on July 19, 2025. His passing marks the end of a remarkable journey that saw him elevate Château Pavie into one of the most distinguished estates in Bordeaux.
Born in 1949 in a modest family in Paris, Perse’s life was marked by hard work and perseverance. He left school at 15 to work with his father before starting a fruit and vegetable business. His competitive nature, once channeled into professional cycling, later found success in the retail sector with a supermarket chain he developed alongside his wife, Chantal.
Perse’s introduction to wine began during business trips to Bordeaux, leading him to acquire Château Monbousquet in St-Émilion in 1993. In 1998, he made a pivotal decision to purchase Château Pavie from the Valette family for around $31 million, marking a significant turn in his career that would reshape the estate’s legacy.
Under his leadership, Château Pavie underwent a dramatic transformation. Perse implemented extensive vineyard replanting, modernized vineyard practices, and reduced yields to enhance wine quality, culminating in the estate’s promotion to Premier Grand Cru Classé A in the 2012 St-Émilion classification—a status reaffirmed in 2022. His passion and dedication were clearly articulated in a 2012 interview where he expressed pride in investing in St-Émilion.
Perse’s approach included a controversial shift towards creating more New World-influenced wines in collaboration with consultant Michel Rolland. His winemaking innovations—such as malolactic fermentation, green harvesting, and careful control of yields—helped restore the estate’s reputation and contributed to the overall elevation of the Right Bank’s standing in the wine world.
In 2022, he integrated additional vineyards into the Château Pavie estate, expanding it to 42 hectares and adjusting viticulture strategies to emphasize the terroir’s complexity. This evolution maintained Pavie’s renowned quality while introducing greater freshness and nuance.
Beyond his contributions to winemaking, Perse extended his adventures into hospitality and gastronomy, developing the Hôtel de Pavie and the Michelin-starred restaurant La Table de Pavie. His commitment to cycling persisted throughout his life, even as he embraced vineyard management.
Gérard Perse is survived by his wife Chantal, daughter Angélique, son-in-law Henrique Da Costa, and their grandchildren, who now uphold his legacy. His mark on Bordeaux’s viticulture and the global reputation of St-Émilion will be felt for generations to come.