With Cross-Marketing, Policy Wins, Bertrand Aids Oceans

One year after unveiling their collaboration in Marseille and introducing La Grande Bleue, an organic Mediterranean IGP wine, Gérard Bertrand and Oceana are celebrating the first milestones of their shared commitment to protecting the world’s oceans.

 Now available in 49 countries, La Grande Bleue has quickly established itself as an international benchmark for Mediterranean IGP wines. Inspired by the sea that borders the vineyards of Southern France, this organically certified cuvée embodies a vision in which winemaking excellence goes hand in hand with meaningful environmental responsibility. 

Beyond its commercial success, La Grande Bleue has become an important bridge between the wine industry and the world's largest international organization dedicated exclusively to ocean conservation. Through this collaboration, Gérard Bertrand and Oceana aim to raise awareness among a growing audience about the urgent need to protect our oceans and transform awareness into policy action. Throughout the year, both organizations have worked closely together through regular exchanges and international initiatives designed to amplify their shared message.

A year of action for Gérard Bertrand culminates this month in the U.S. with an awareness initiative targeting media and hospitality professionals, developed in partnership with restaurant group The Oceanaire.

Other Gérard Bertrand cross-merchandising initiatives paired La Grande Bleue with seafood departments in the Netherlands. accompanied by educational content on sustainable fishing practices. Dedicated food and wine pairing masterclasses also helped raise awareness among hospitality professionals about responsible seafood sourcing.

In France, a digital recipe booklet featuring sustainably sourced seafood, alongside an educational guide on fish seasonality and responsible fishing methods, was developed to help consumers make more informed choices.

In Germany, several national campaigns carried out with wine merchants and e-commerce partners highlighted the shared commitments of Gérard Bertrand and Oceana to thousands of consumers.

La Grande Bleue also promoted the partnership through a dedicated awareness campaign at Toulouse-Blagnac Airport, reaching international travelers and the general public. 

This momentum will continue in the coming months through initiatives led jointly by Gérard Bertrand and C Mauritius (the luxury hospitality brand of the Constance Hotels & Resorts Group), including a coral restoration and lagoon clean-up operation in Mauritius during the international C-Kite kitesurfing championship, as well as support for major Oceana fundraising events in California and New York.

Delivering Tangible Policy Results

Alongside activities in the wine and hospitality industries, Oceana has also achieved significant conservation victories worldwide in the last year. 

Recent achievements include:

• Mandatory International Maritime Organization identification numbers for large fishing vessels operating in the Mediterranean, enhancing transparency and enforcement efforts;
• A new law in New Jersey aimed at reducing single-use plastics in restaurants and takeout services;
• A national framework in Canada, the “Whalesafe Fishing Gear Strategy,” which will help advance alternative fishing gear and prevent whale entanglements. 
• New protections for the deep-sea coral reefs on Sur Ridge, off the coast of Monterey, California;
• A new law in California to phase out set gillnets. Removing this fishing gear will protect more than 100 different ocean animals, including sea lions and sharks, from being unintentionally entangled in these nearly invisible, mile-long nets.
• Stronger rules in Spain to improve monitoring of fishing vessel engines and combat illegal fishing activities;
• Five new Marine Protected Areas and one area of special importance for birds in Spain, covering more than 17,000 square kilometers;
• The creation of the Panaon Island Protected Seascape in the Philippines, safeguarding  coral-rich waters that are home to whale sharks, hawksbill turtles and Philippine ducks.

These achievements demonstrate what Oceana has excelled at for 25 years - transforming science-based advocacy into concrete policy decisions that restore ocean abundance and protect communities that depend on healthy marine ecosystems for their health and livelihoods.

 A Long-Term Commitment

One year after its launch, this partnership continues to fulfil its purpose: raising awareness among both professionals and consumers, promoting exemplary initiatives, inspiring positive change, and placing ocean protection at the heart of the commitments carried by La Grande Bleue.