Heritage
HERITAGE
Anchored in the terroir and the fruit of centuries-old winemaking expertise, UBY today embodies the excellence of Côtes de Gascogne wines.
Originally from Switzerland, Jean-François Morel settled in the Gers region in 1920. As the son of a winemaker and driven by a strong entrepreneurial spirit and a solid work ethic, he purchased a small plot of vines, which he quickly developed.
In search of new viticultural lands, Jean-François fell in love with Domaine UBY and acquired it in 1956.
At that time, the estate, engaged in mixed farming, spanned 100 hectares, with 12 hectares dedicated to vine cultivation for Armagnac production.
Jean-Charles Morel (2nd generation) took over the estate in 1962.
He naturally inherited his father's values of hard work and rigor, but also developed a visionary mindset. In 1975, he made his first Vin de Pays des Côtes de Gascogne and gave the estate its winegrowing vocation, while at the same time becoming involved in sustainable development.
In 1995, François Morel (3rd generation) moved in, expanded, and restructured the vineyard.
A native of the region, François cultivates the same entrepreneurial values as his parents and grandparents: innovation while respecting tradition. He founded the UBY brand in 2003 and rapidly developed the company.
In 2012, he built a new winery. Numerous projects are underway: expanding internationally, launching an organic range, and introducing non-alcoholic wines.
The winery spirit
Convinced of the need to open up to others in order to grow and progress, UBY has created the winery spirit. A participative system that brings together partner winegrowers who contribute their harvests to a strict, shared set of specifications, the cornerstone of recognized know-how and quality.
Each winegrower benefits from special advice and support (administrative, financial or technical) to help them manage their vineyards responsibly and bring out the best in their potential.
This initiative, which encourages individual expression and uniqueness, allows UBY to continue growing while maintaining strict quality control and promoting collective well-being.