Barton & Joyeux

A noble project

The project of these two students, cultivated by the two friends thanks to their shared passion for wine, was born during an entrepreneurial competition. The initial premise was that consumers are reluctant to immerse themselves in the world of wine because it's a complex universe, with codes that are difficult to decipher. Benjamin Joyeux experienced this at the start of his adventure, noting the lack of clarity in labels and terms used.

As for Damien Sartorius, he's all too familiar with the ecosystem of Bordeaux's great châteaux, and has managed to shake off the conservatism that's often the order of the day at prestigious estates. This is how Initio was born. Joining forces, the two young men decided to offer consumers a gateway into an environment that is less complicated than it seems, by creating quality wines with simple, didactic labels.

Initiatory wines

The gamble paid off, as the two friends won the competition. There was no doubt about it: they had taken the plunge. Working with a number of winemakers, they have succeeded in creating wines that reflect their particular terroirs. They refuse to do any blending in order to highlight the work of the winemakers, accompanying them throughout the winemaking process.

Initio currently offers three wines in all three colors. The red Initio Pinot Noir is produced in association with Domaine Girard. It reveals fruity, gourmet aromas that remain fresh and elegant. On the other hand, Initio captivates with its Sauvignon Blanc, whose citrus aromas give it freshness and balance. Produced in partnership with Vignobles Dubourg, quality is the order of the day, thanks to the family's ancestral know-how.

Finally, Initio also offers a Muscat de Rivesaltes rosé with characteristic aromas of flowers and stone fruit. The uniqueness of these wines lies in the simplicity of their labels, which conceal nothing from the consumer, allowing him or her to enter a world that is usually unfamiliar.

A gourmet proposition

Initio completes its offer by proposing on its website a large number of gourmet recipes and wine pairings to further delight the palate of its enthusiasts. Renewed every month or every season, these are seasonal recipes that raise awareness of the challenges of sustainable agriculture, an essential value for the two founders.

In fact, their wines come from environmentally-friendly estates implementing sustainable farming practices. Domaine Piquemal, for example, which collaborated on the creation of the brand's rosé, holds a Haute Valeur Environnementale certification attesting to its commitment to the environment.