Who are we?

Our approach is one of real practitioners and not pure theorists. Our consultants are not experts in "above-ground" mergers & acquisitions: they have financial and real estate expertise, but also technical and commercial experience in the Wines and Spirits sectors.

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Charles Traonouëz
Managing partner

Grandson of a Seine-et-Marne breeder, son of an elected representative of the Republic received in the National Order of Agricultural Merit for his efforts in the defense of Ile-de-France horticulture, I have always nurtured a passion for the land, for our terroirs and for their fruits. I have developed a fine knowledge of the major French and European wine production areas; devoting most of my career to the wine and spirits industry, between production and advising investors/general management.

 

I have been active for about twenty years, fifteen of which have been dedicated to the wine and spirits industry, initially as Managing Director of a Bordeaux wine estate with about forty hectares in production, then as a consultant in mergers and acquisitions with investors and general management of the wine and spirits industry. Prior to that, my first professional experiences were forged within the Transaction Support or Corporate Finance departments of audit firms, which allowed me to evolve in an international environment and to reinforce my adaptability to different contexts, from small companies to listed companies.

 

My area of expertise is in equity capital transactions for the Wine & Spirits / Food & Beverage industries : external growth or sales of securities or assets, capital increases or recomposition, turnaround / distressed M&A, valuations, transaction support. In the course of various operations, I have successfully assisted nearly thirty wineries, trading houses,  spirits producers, agricultural or agri-food companies (leading player in salad-catering, chocolate powder producer, poultry breeding, vegetable extraction, catering, etc.). Nearly half of these operations were carried out in an international context, with at least one of the parties located abroad.

 

As far as spirits specifically are concerned, in addition to several missions in the world of Cognac, Armagnac and artisanal Gins, I am an amateur producer of a whisky developed with the Bercloux distillery. I am a WSET level 2 (out of 2) graduate for spirits, with the mention "Pass with distinction".

 

I hold a Master's degree in Business Law from the University of Paris 2 Panthéon-Assas, and a DESS in Legal and Financial Engineering from the IGR-IAE in Rennes. I graduated from ESCP-EAP (Specialized Master in Auditing & Consulting, Class of 2001) and recently completed my training at the University of Oxford-Saïd Business School (Oxford Executive Leadership Programme, Class of 2020).

 

This dual legal and financial training, complemented by a real practical knowledge of wine and spirits production, makes me naturally at ease in assisting an investor or seller as the project manager of a transfer operation and acting as an interface between the various legal and financial professionals called upon to intervene during the transfer or acquisition process.