Vignoble et Cidrerie Coteau Rougemont: A Family of Entrepreneurs
Coteau Rougemont, a family-run vineyard and cidery, is the fulfillment of a grandfather’s dream — unknowingly brought to life, perhaps by fate.
“In 2006, my father Claude bought an orchard, not knowing that every time my grandfather passed by, he used to say it was the most beautiful spot in the region. We only found that out later from my grandmother!” says Michel Robert. The land, it seems, was destined to flourish under the family’s care.
In the early days, Claude and his three children harvested apples. But soon, they began asking themselves how they could stand out while keeping part of the orchard. “Rougemont is known as the apple capital — we wanted to offer something different. Viticulture in Quebec was just starting to take off, and we decided to jump in,” explains Michel, who now leads one of Quebec’s largest vineyards.
They planted just over a hectare of Frontenac Gris in 2007. Chardonnay followed in another parcel in 2008, and the vineyard grew year by year. Their first wines hit the market in 2010 — and sold out in just three weekends, “back when Quebec wines were still relatively unknown,” Michel recalls proudly.
Things went well. In 2012, the Robert family acquired a second estate on the other side of the mountain, effectively doubling their vineyard area. That same year, Coteau Rougemont’s wines entered the SAQ — and have remained there ever since, thanks to their popular Versant line (Rosé, White, and Red).
Over the years, they’ve renovated buildings and expanded their agrotourism offering to now include a venue that can host weddings and events for up to 300 guests. “All of this happened gradually… At first, we didn’t want to grow too much or be at the SAQ, but our entrepreneurial side took over!” Michel laughs. The family also owns Groupe Robert, a major transportation and distribution company, so entrepreneurship truly runs in their veins.
A Family Story
The whole family is deeply invested in the vineyard’s success. “Everyone’s involved in the business: my father is still very active, my sisters and I share responsibilities, and our children are starting to find their place as well,” says Michel, who still works primarily at Groupe Robert. “Isabelle works full-time at the vineyard as a controller and oversees marketing and branding. Julie handles human resources. I manage our relationship with the SAQ. My son is assistant cellar master, and my nieces help out at the boutique. Not to mention our ten full-time employees and the 75 foreign workers who join us during the busy season. It’s truly a team effort!”
Of course, working with family isn’t without its challenges. “You have to be mindful of the relationships: no matter the obstacles, family is still family. You need to collaborate and always think about the family legacy first.”
Now approaching its 20th anniversary, Michel Robert is proud of how far Coteau Rougemont has come. “Looking back, it’s amazing to see how much we’ve grown! The entire Quebec wine industry has pulled together to promote local wines, and everyone has become more professional. Still, we’re a young brand compared to European vineyards that have been around for six or seven generations! Nothing can be taken for granted — it’s easy to sell the first bottle in the boutique, but the real challenge is selling the next ones,” he notes.
And when it comes to pleasing customers, Coteau Rougemont offers something for everyone — with around 20 products including wines, sparkling wines, and ciders, all tailored to consumer tastes and trends to keep the lineup dynamic.
To continue evolving, the family recently acquired a neighboring estate with a distinct terroir and personality. The wines from this new property are sold under the name Domaine Inselberg — but that’s a story for another day.
A Family of Entrepreneurs, You Say?
“I love when people visit us in Rougemont and, after discovering our vineyard and family story, spot our wines again in grocery stores and at the SAQ.” — Michel Robert
