The story begins over 4 centuries ago, when the Duboeuf family was producing wine in the Mâconnais region. Georges was very young when his uncle and brother passed down both their passion for wine and their secrets of production. At just 18 years old, he preferred to take care of the family business with his brother rather than pursuing his studies. Young and full of energy, Georges set off with the family-grown wines strapped to his bicycle, meeting top restaurateurs like Gaston Brazier, Paul Blanc, Paul Bocuse, Jean and Pierre Troisgros, and even the Haeberlin brothers. The distinguished Beaujolais wines found their place naturally among these prestigious establishments. In response to this burgeoning success, Georges did not hesitate to start bottling wine and develop relations with other regional winemakers. This allowed him to offer wines that reflected the great diversity of the surrounding vineyards. Georges created a group of producers, “L’Ecrin Mâconnais-Beaujolais”, that represented 40+ winemakers from all appellations of the region. This was the start of a great adventure that has given a new face to the trade business, and brought the business closer to the winemakers themselves.