How Sauternes wine was not the result of a single discovery but of a centuries-long evolution driven by market demand and innovation. The region embraced its challenging climate and the "noble rot" fungus, turning difficult production, low yields, and unpredictability into hallmarks of craftsmanship, rarity, and value. Philippe de Lur Saluces holds a degree from KEDGE Business School and has extensive international experience in wine importation and distribution, having worked notably in London, Beijing, and Shanghai. As leader of Château de Fargues, a prestigious vineyard, he focuses on strategic partnerships with acclaimed chefs and maintains selective, quality-driven distribution. Philippe also develops rural tourism and gastronomy projects in the Landes region, emphasising innovation and sustainability. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx