“We intend to produce the first real Syrian wine: a high-end product positioned internationally, targeting the Syrian Diaspora and seducing Syrian consumers,” said Karim. The Saadé company’s second arm is Greenstones, a real estate company currently developing a project in Beirut’s picturesque Abdel Wahab
Two new wine ventures
Bargylus, the Syrian estate, is located in Jebel al-Ansariyeh, in antiquity known as Mount Bargylus. The Lebanese estate is situated in the widely-recognized wine region of the Bekaa Valley, near the villages of Kefraya and Tell-Denoub, covering 50 hectares.
Sandro Saadé recounts the brothers’ passionate love story with wine that began in 1997. In 2004, the brothers decided to replicate the winery project in Lebanon on a grander scale.
According to Sandro, “Both projects are completely different. The Johny R Saadé family, which fully owns the Syrian Domaine de Bargylus and the Saadé Lebanese winery, has invested over $25 million into the project already. The Syrian Domaine de Bargylus will, on its 20 hectares of land, employ around 20 people on a permanent basis, while the Lebanese project is going to employ some 50 people for the time being. the Lebanon venture will also integrate two other complementary projects, namely a wine museum and a boutique hotel with 30 to 35 rooms,” explained Karim. Both wines produced by the Saadé brothers will target high-end consumers and be marketed away from the traditional supermarket distribution network. “Our wines will be available in restaurants, hotels and specialty stores. The Saadé brothers are targeting French wine aficionados as they believe France is key in opening the doors of European markets.
In the end, he knows that despite Lebanon’s wine culture, marketing Lebanese wines might not be an easy task. “Each Lebanese wine is distinctive in its own way.
