Embedded within a strong eastern tradition, the Johnny R. Saadé family draws, from its Levantine roots, a passion for challenges among which the renaissance of the ancient vineyards of the Orient.

The Saadé family is a typical representative of Levantine syncretism with roots in the ancient coastal city of Laodicea (modern Lattakia) as well as Antioch, Alexandria, Tripoli (Lebanon) and Mount Lebanon.

The Saadé family traces its mercantile roots to the 18th and 19th century with prominent representatives such as Gabriel Saadé (1854-1939) and the visionary Rodolphe Saadé (1900-1956).

With an initial involvement in commodities’ trading and various industries, the family developed maritime and land transport activities on the initiative of Johnny R. Saadé, Rodolphe’s son, in Syria, Lebanon, Jordan, Iraq and France.

Diversification was quick to follow with new activities in the wine making, tourism, real estate and financial fields.