Chanel acquires Rudd Estate in Napa Valley and expands its California wine empire

Chanel pursues its diversification strategy far beyond haute couture. In April 2026, the group announced a new wine acquisition in the prestigious Napa Valley. This operation confirms the Wertheimer brothers’ appetite for exceptional terroirs around the world.

A new acquisition in Napa Valley

The group has just added 26 hectares to its Californian portfolio with the purchase of Oakville’s Rudd Estate. Founded in 1996, this estate stands out for its organic and organic and biodynamic viticulture. The transaction includes the land as well as the Rudd and Crossroads by Rudd brands.

This acquisition is the continuation of a strategy initiated in 2015. At that time, Chanel acquired St. Supéry Estate Vineyards & Winery a major player in the valley. The estate owns 688 hectares of land, almost half of which is cultivated.

St. Supéry produces sauvignon blanc, cabernet sauvignon and Bordeaux red varietals. Significantly, it alone generates almost 10% of Napa Valley’s total Sauvignon Blanc production. The Dollarhide Estate and Rutherford Estate complete this heritage.

“This new acquisition further strengthens Chanel’s history with wine.”

A long-standing presence in the Bordeaux region

The group’s winegrowing adventure began in the 1990s in France. In Saint-Émilion, the company owns Châteaux Canon and Berliquet. It also owns Château Rauzan-Ségla in Margaux, another prestigious appellation.

These Bordeaux estates bear witness to an attachment to the Grands Crus Classés. They form the bedrock of the wine heritage built up by the Wertheimer brothers. As a result, each new acquisition builds on the expertise acquired over more than three decades.

• Châteaux Canon and Berliquet in Saint-Émilion
• Château Rauzan-Ségla, Margaux
• St. Supéry Estate in Napa Valley
• Domaine de l’Ile in Porquerolles
• Domaine Perzinsky in Côtes de Provence

Focus on Provence and organic rosés

In 2019, the group’s ambitions turned to the south of France. Chanel acquired Domaine de l’Ile in Porquerolles, followed by Domaine Perzinsky a few months later. These purchases made the group the largest wine-growing owner in this protected area.

The two estates represent some 40 hectares cultivated under organic certification. In this way, the company affirms its commitment to responsible farming practices. The Rudd Estate, with its biodynamic viticulture, is another example of this commitment.

Provence enables the group to position itself in the dynamic market for top-of-the-range rosés. What’s more, the island of Porquerolles offers an exceptional natural setting. This choice reflects a vision where luxury and preservation go hand in hand.

A reinforced distribution strategy

In addition to production, the group is also interested in marketing its wines. In 2024, through its trading company Ulysse Cazabonne, it acquired the wine merchant Lavinia. This network operates in B2C and B2B via e-commerce and physical boutiques.

Lavinia outlets are located in Paris, Geneva and Madrid. This acquisition enables Chanel to control the entire value chain. Chanel now controls both the production and distribution of its cuvées.

An expanding wine empire

Today, the Group’s wine portfolio spans three continents. From Bordeaux to Provence, from the American West Coast to the Mediterranean islands, the diversity of terroirs is remarkable. Each estate brings its own identity and grape varieties.

This diversification strategy goes beyond mere financial investment. It reflects a passion for French art de vivre and artisanal excellence. The Wertheimer brothers perpetuate a vision where wine meets fashion in the world of luxury.

The purchase price of Rudd Estate was not disclosed. Nevertheless, this operation demonstrates the Group’s ability to seize opportunities in sought-after terroirs. Napa Valley remains one of the world’s most sought-after wine regions.

With its estates in California, the company strengthens its presence in the American market. This positioning responds to a growing demand for premium wines on the other side of the Atlantic. As a result, the group’s viticultural future looks set for controlled growth.

• Chanel