Gault & Millau
28/10/2021

Pen pals: Burda magazines from around the world

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They are the embassadors of good taste – from food to fashion. Thanks to their global brand recognition, magazines like "Instyle", "Elle", or "Harper’s Bazaar" find audiences around the world and have therefore long-established local offshoots of their original flagship editions. In Germany, these are published by Hubert Burda Media. How are these international brands led in the German market and how well do they fare? In this episode, the editor-in-chief of Gault & Millau Germany, Christoph Wirtz, tells us all about the national edition and how close they cooperate with the international "Gault & Millau" family.


  • Name: Gault & Millau
  • Expertise: Guides and magazines with restaurant and wine evaluations
  • Brand founded in France in 1969
  • Published in 18 countries
  • German version published by Burda since 2021 (Licence since 2020)
  • Currently supports a fundraising appeal for German winemakers affected by recent flooding

Mr Wirtz, Burda has only been publishing Gault & Millau Germany since the beginning of this year. What difference does it make to be able to shape the launch of a brand as editor-in-chief instead of joining an existing brand?

Naturally, it is a great opportunity. After all, Gault&Millau has existed since 1969 and has always aimed to do justice to the gastronomy of its time. This has always required adjustments. Thinking about changes, being able to help shape them - that's what makes it so appealing.

How close does the Gault & Millau family work together globally – Is there a lot of contact or is each guide run independently?

We work largely independently, which is one of our strengths. It is difficult to compare the French restaurant landscape with the German one; here as well as there, one needs intensive, long-term knowledge of the circumstances - and of the expectations of chefs and guests - if one wants to make well-founded judgements. Cuisine in Germany has developed rapidly in recent years, and both the quality at the top and across the board is higher than ever before.

How many people are involved in the creation of Gault & Millau Germany?

All in all, about fifty people: The core team in Munich, plus testers, authors, photographers, editors, graphic designers, ...

Last, but not least: Please describe your brand in three words!

Reliable, competent, sensual.

 

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