The story of the Schurch family begins in 1833 with Auguste Albert Schurch, founder of Schurch & Bonhenblust, a company specializing in viticultural and agricultural machinery. From the very beginning, the family has been driven by a spirit of innovation, carried forward by his son Émile with the creation of the first hydraulic presses in 1918, followed by the first vinification of Chasselas on the Gouttes d’Or plot in 1921. Over the generations, this pioneering spirit has continued to evolve, notably under the leadership of Olivier Schurch, who steered the company toward the import of Swiss wines before initiating an ecological transition as early as 2005, followed by a conversion to biodynamics in 2011.
It is within this rich and demanding heritage that Michel Schurch, the current owner, takes his place. With nearly 40 years of experience in the world of wine, he embodies a passionate and deeply committed vision of viticulture. Trained in Switzerland and Burgundy and enriched by international experience, he has collaborated with numerous estates and supported winemakers in creating exceptional wines. Through The Legend Wine, he brings a new dimension to this heritage by putting his expertise at the service of a project that highlights terroirs, know-how, and transmission. His approach, at the crossroads of family history and a contemporary vision of wine, reflects a constant pursuit of authenticity, quality, and meaning.
Rozé: fresh and modern
With his new project “Rozé,” Michel Schurch revisits a classic style, the œil-de-perdrix, giving it a more contemporary dimension. Sometimes considered a somewhat traditional style, this type of wine, in his view, needed to be modernized to meet today’s expectations. The goal was therefore to create a lighter wine, with a controlled alcohol level of 11.8%, and to focus on an expression centered on freshness.
Vinified in amphorae and made from vines grown at altitude, Rozé benefits from precise craftsmanship, including maceration with pebbles. These production conditions allow for the development of a delicate, floral aromatic profile, marked by notes of rose, iris, and peony. This approach brings a contemporary signature to the wine while preserving its identity.
The Rozé project goes beyond the wine itself. It is part of a broader approach in which visual identity and taste are perfectly aligned. From the very first glance, the consumer perceives a promise of freshness and lightness, enhancing the overall experience and creating a desire to discover the product.
A personalized bottle as a storytelling medium
Bottle personalization plays a central role in this project. Thanks to digital printing on glass, the bottle becomes a true medium of expression and storytelling. Unlike traditional labels, this technique allows the entire surface of the glass to be used to create a coherent and immersive visual universe.
In the case of Rozé, the floral design directly reflects the wine’s aromas. The visual elements convey notes of rose, iris, and peony, creating a natural continuity between aesthetics and content. The consumer does not need to read a detailed description to understand the product, as the design already provides a clear and intuitive first impression.
This approach elevates the product onto a true pedestal and immediately captures attention. The visual becomes an entry point into the wine’s story and sparks the customer’s curiosity.
The strategic importance of bottle personalization
Bottle personalization is now a major strategic lever for enhancing a wine and strengthening its perceived quality. In a market where consumers strongly associate packaging with product quality—especially in the wine sector—the appearance of the bottle becomes a decisive factor in the purchasing decision. Packaging plays a key role in shaping the wine’s image.
By printing directly onto the glass, with refined finishes and 360° coverage, the bottle gains presence, elegance, and character. It catches the light, immediately draws the eye, and stands out as a distinctive object, whether on a shelf, on a table, or at an event.
By combining technical expertise, innovation, and support, Univerre enables each bottle to become a true communication tool. Personalization is no longer limited to a decorative aspect; it becomes a powerful means of differentiation, capable of strengthening brand image, attracting attention, and creating a lasting emotional connection with the consumer.
