The Bordeaux Wine Experience held in London this week did exactly what it said on the tin and delivered an interactive, educational but also fun event that gave buyers the chance to taste through a wide selection of Bordeaux wines against a backdrop of funky music, and some of the best street foot in London.
Buyers had the chance to hear directly from winemakers and growers who hosted a series of ‘Bordeaux Hot Topics’ talks and tastings on key issues. Visitors also had the chance to test their knowledge of Bordeaux’s different grape varieties in a Bordeaux Casino Table and test their skills at a blind wine tasting challenge run by the Ecole du Vin de Bordeaux.
The event helped signal the start of the Bordeaux Experience campaign that looks to shine the light on the community of people that make up the whole Bordeaux wine scene and show there is far more to Bordeaux than the great chateaux and Grand Cru wines.
Bordeaux Wines' Caroline Vigneron was able to introduce its new Bordeaux Experience campaign to the UK wine industry at its event in London
Caroline Vigneron, Bordeaux Wines' brand and export manager, says she hopes the campaign can open up Bordeaux to new consumers and make its wines more relevant by focusing on its people and the Bordeaux winemaking community.
She says that whist Bordeaux is one of the world's most well known wine regions it is often seen as intimidating and complicated for average wine drinkers.
People first
Hence the reason why all the imagery for the Bordeaux Experience is centred around local wine people involved in all aspects of winemaking and the related services that go with it.
Over 200 members of the Bordeaux wine community auditioned to be part of the official campaign with just over 100 people involved in the final imagery, advertising and promotional videos to support the initiative.
"We want to tell the story of the people behind the bottles," is how Vigneron explains it. "We want to shake things up and tell our story in a different way."
Sally Evans owner of Chateau 7 in Fronsac sees herself as one of the new generation of Bordeaux winemakers looking to shake things up
A chance to the shine the light on new winemakers such as Sally Evans of Chateau George 7 in Fronsac who gave up a long career working for Accenture to follow her dream and start making wine in Bordeaux in her fifties.
She was particularly keen to be involved in the campaign because it is all about "believing in" and supporting the total Bordeaux wine community and move the spotlight away from top end, to everyday Bordeaux.
Evans says her business very much reflects the new Bordeaux as it is also centred around wine tourism having converted part of her chateau into a 'New World' themed wine bar where people can come and relax and enjoy the wines
"Bordeaux has changed a lot in the last few years. But it also needs to change. Perhaps in the past people thought they did not need to do anything but there is now a new generation that want to do things differently. There is a big shift going on and winemakers who are as focused on selling and marketing their wines as they are making it," she explains.
As well as this week's consumer and trade tasting the UK campaign also sees The Bordeaux Experience and its 'Bordeaux Crew' take to the major advertising billboard in Piccadilly Circus and feature on wrap around advertising on London buses. Following its London launch there were will be similar events held in key US and Belgium cities - two of Bordeaux's major target export countries.
But how does the UK trade see the potential for Bordeaux and the impact the Bordeaux Experience can have? We talk to some of the UK importers who took part in the event to get their views.
Sarah Harrison, commercial marketing manager at Goedhuis Waddesdon
Sarah Harrison says Bordeaux is the "cornerstone into Goedhuis Waddesdon Limited portfolio
What do you think about the new Bordeaux Experience initiative and event?
The Bordeaux Experience initiative is a captivating journey into the heart of one of the world's most prestigious wine regions, offering a unique opportunity to discover the rich heritage and exceptional quality of Bordeaux wines
Why did you want to get involved?
We are keen to participate in the Bordeaux Experience as it allows us to spotlight wines crafted by the Rothschild family, renowned for their quality and expertise. Whilst famed for their first growths, the branded wines, produced by the three Rothschild family arms serve as a testament to the exceptional standards upheld by the family, offering a benchmark for enthusiasts exploring Bordeaux.
How important is Bordeaux for your business and how has it performed over the last few years?
Bordeaux holds immense significance for our business, serving as a cornerstone of our portfolio. Despite fluctuations in the market, Bordeaux wines have consistently demonstrated their enduring appeal and both drinkability & investment value over the years.
Can you explain what sort of Bordeaux range you have and why you have chosen those styles of wine?
We have a selection of wines from Domaines Barons de Rothschild Lafite and Edmond de Rothschild Heritage including the refreshing Les Legendes R Bordeaux Blanc, the exquisitely velvety Chateau des Laurets BARON, and the newest addition of clay amphora aged Chateau de Malengin Eve. The eight wines we will be showcasing all demonstrate the elegance and finesse that consumers have come to know and love from Rothschild wines from both the left & right bank.
What do you think have been the big positive step changes in Bordeaux over the last five to 10 years?
In the past decade, Bordeaux has undergone remarkable transformations, embracing sustainable practices, enhancing vineyard management techniques, and fostering innovation in winemaking. These positive changes have elevated Bordeaux's reputation and quality standards on a global scale.
What would you like to see more from Bordeaux and what it needs to do more of in the future?
Looking ahead, Bordeaux can further cultivate diversity and accessibility, encouraging exploration beyond its traditional boundaries. Embracing sustainable viticulture practices and enhancing consumer engagement will be pivotal for Bordeaux's future success. We are also always encouraging a more approachable stance from our Bordeaux brands including varietal listing on labels and friendly tasting notes. Merlot & Sauvignon Blanc are two of the best selling grape varieties in the UK and we still rarely see them called out on Bordeaux labels!
What do you hope to get out of Bordeaux Experience?
Through the Bordeaux Experience, we aim to deepen connections with wine enthusiasts and industry professionals alike, fostering a greater appreciation for Bordeaux's legacy and the unparalleled wines it produces. We are also there to show everyone how accessible Rothschild & Bordeaux can be.
What do you think is most surprising about Bordeaux wines?
What is most surprising about Bordeaux wines is the incredible diversity that emerges from the region. Beyond the distinction between left bank and right bank, Bordeaux offers a rich tapestry of wines shaped by nuances in terroir, microclimates, and winemaking techniques within smaller sub-regions. This intricate interplay results in a myriad of expressions, each with its own unique character and story to tell, captivating enthusiasts with their depth and complexity
Hannah McCay, wine buyer Charles Taylor Wines
Hannah McCay of Charles Taylor Wine says it is great to be involved in an event that show Bordeaux wine "is more than simply a livelihood, it is history, art, family, and the epicentre of life in the region".
What do you think about the new Bordeaux Experience initiative and event?
We are thrilled to be part of this dynamic event which is putting the spotlight on wines and appellations that are all too often left in the shadow of the crus classés.
The CIVB are tapping into the hype already surrounding Bordeaux by hosting the event just as the 2023 En Primeur campaign begins, an excellent strategy which will perfectly highlight the creativity and innovation of the region.
Why did you want to get involved?
Bordeaux has a huge amount to offer, and our team felt that we could not pass up the opportunity to share this with our clients. As regular visitors to the region we often have the chance to spend time with producers and get insights into the Bordelaise way of life. This allows us to understand and appreciate how the wine is more than simply a livelihood, it is history, art, family, and the epicentre of life in the region. Building the story around wine is what brings it to life which is why the immersive Bordeaux Experience is such a fantastic initiative.
We have chosen to show an excellent range of some of our less well-known chateaux and are bringing our own little piece of Bordeaux in the form of a Château owner himself: Jonathan Ducourt, who is excited to share his wines and story firsthand.
How important is Bordeaux for your business and how has it performed over the last few years?
Bordeaux continues to be one of the most important regions in our portfolio. Many of our Bordeaux producers focus on classic and elegant styles, making the wines approachable and exactly what consumers are looking for. We primarily sell to the UK market who have always had a special affinity to Bordeaux and recently we are witnessing growing intrigue in lesser-known appellations.
Can you explain what sort of Bordeaux range you have and why you have chosen those styles of wine?
We offer a wide range of Bordeaux from the top, most sought after Crus Classés to some wonderful handpicked petits chateaux. We have a high demand for every day, affordable drinking wines which we ship ex-chateaux on a regular basis, as well as a very busy En Primeur campaign every year. We take an active role in purchasing, often tasting in situ, and Charles Taylor MW personally tastes and reviews every wine in our portfolio for our team and customers.
The Bordeaux Experience claims to be a "wine event like no other"
What do you think have been the big positive step changes in Bordeaux over the last five to 10 years?
Bordeaux is listening to the market. It is moving with the times and reacting very quickly to customer trends. It is breaking through the stereotype of being old fashioned while carefully preserving its reputation for quality and excellence. A great example is coming out of Sauternes in the form of delicious dry white wines that chateaux are producing to complement their range as some customer trends have moved away from sweeter styles.
What would you like to see more from Bordeaux and what it needs to do more of in the future?
We are noticing a trend towards sustainable and organic viticulture across the region, and I would certainly like to see this continue. Beyond the clear benefits of organic viticulture to the land and wine, commercially it is becoming essential for wineries to produce wine in a responsible and sustainable manner.
What do you hope to get out of the Bordeaux Experience?
We hope to excite people with the wines we are proposing and impart a bit of knowledge in response to the curiosity about lesser-known appellations that offer excellent quality at outstanding value. I hope customers will leave the tasting feeling inspired and excited about their future Bordeaux experiences.
What do you think is most surprising about Bordeaux wines?
With wines designed to appeal to consumers at both ends of the market, the most surprising thing about Bordeaux is the breadth of its offering. As with all French AOCs, Bordeaux has strict appellation rules and yet the region achieves a versatility that is difficult for other regions to compete with. I am consistently blown away by the quality of dry crisp whites, such as the Châteaux La Rose du Pinwe are presenting that I would just love to see more of on the UK market.
Peter Doherty, Hallgarten & Novum Wines' wine buyer
What do you think about the new Bordeaux Experience initiative and event?
In 2024, the Bordeaux Experience initiative and calendar of events has developed to a point that is truly market-leading and will help to reach a new audience of wine drinkers in the UK. The way the activations have been brought to life is helping to add a modern twist to a traditionally classic region, presenting the wines in an original way that will catch the attention of the market.
Why did you want to get involved ?
Bordeaux is a region that will forever have a place on wine lists across the UK, at Hallgarten Wines we work with family-run, forward-thinking producers that we feel deserve to have the light shone on. The Bordeaux Experience will help make this a reality through the innovative events and communications to the market planned for 2024. Initially we will be showcasing a range of our Bordeaux producers at their Bordeaux Experience immersive wine tasting event on 01st May.
How important is Bordeaux for your business and how has it performed over the last few years?
The wines of Bordeaux have been a part of our portfolio since the business was founded in 1933 – and they are not going anywhere! They will always have a place on wine lists and on retailers’ shelves, and we will continue to develop our portfolio in this region, bringing operators a true representation of what the region can offer. In the last 12 months, wines from Bordeaux represent 10% of sales from our French portfolio.
Can you explain what sort of Bordeaux range you have and why you have chosen those styles of wine?
Our range of Bordeaux wines spans from classic left-bank growths to archetypal white wines from the Entre-deux-Mers and forward-thinking producers that are embracing winemaking techniques (and varietals) from around the world. We believe in having a diverse portfolio of wines from the region, with an aim to offering our customers not only the much sought after premium end but also more affordable and unique styles of wine.
What do you think have been the big positive step changes in Bordeaux over the last five to 10 years?
Similar to other regions, Bordeaux has long held a traditional image which has as many positives as it does negatives. In the last 10 years, the region’s producers have made concerted efforts to embrace sustainable viticulture and looked to mitigate the effects of climate change. Many have done this through converting to organic practices and viewing their vineyards as complete eco-systems.
What would you like to see more from Bordeaux and what it needs to do more of in the future?
Many Bordeaux producers need to take a closer look at their pricing strategies, as they are in danger of pricing themselves out of the market for all but high net-worth individuals. There needs to be a shift to producing high-quality wines, at prices that represent value to the consumer. From a sustainability perspective - Bordeaux’s producers need to continue on the same trajectory, embracing change, vineyard evolution and sustainability.
What do you hope to get out of Bordeaux Experience?
We would like to help raise the awareness of Bordeaux as a progressive wine-producing region, that does not just produce traditional red wines from first growth Chateaus. It is a collective effort, and we must all work together to help drive appreciation of the wines with the next generation of wine drinkers.
What do you think is most surprising about Bordeaux wines?
Despite the appellation laws, Bordeaux is able to meet the demands of all consumers. From complex growth wines, to fresh and fruit at the value end; red, white and rosé, as well as incredible sparkling wines. For one wine region, they really can tick a lot of boxes on a wine list!
Laure Patry, UK country manager, Wine Source
Wine Source's Laure Patry says the Bordeaux Experience is a great opportunity for UK importers to be involved with
What do you think about the new Bordeaux Experience initiative and event?
The feeling of energy around the event with everyone participating with different areas, the tastings, the winemakers, the talks, the casino and games. It feels really interactive. It’s not something I haven’t seen in one tasting in particular.
Why did you want to get involved?
I want to be able to show our wines to more sommeliers and I want tomake sure everyone knows that Wine Source is a negociant and we work directly with the top chateaux so we have the best provenance.We see the Bordeaux Experience and a chance to meet and introduce our wines to more sommeliers as well as being part of what looks like being a dynamic experience.
How important is Bordeaux for your business and how has it performed over the last few years?
We work well with the on-trade and restaurants as Bordeaux wines are always in demand, particularly so with back vintages for some of the top restaurants. On the private client side of things the en primeur campaign for 2022 was not the most successful due to the price increases that came through.
Can you explain what sort of Bordeaux range you have and why you have chosen those styles of wine?
We work closely with Château Palmer, Château Cos d’Estournel, Château Margaux, Château Lafite Rothschild, and Château Cheval Blanc to name a few, so we represent some of the top wines from Bordeaux. We cover white, red and sweet wines and also some back vintages that we know are drinking well for restaurants.
What do you think have been the big positive step changes in Bordeaux over the last five to 10 years?
Sustainability with more and more chateaux looking to convert over to organics and some in biodynamic winemaking. Also all the work that is going with agro-forestry as well as massal selection to adapt to climate change.
What would you like to see more from Bordeaux and what it needs to do more of in the future?
We would like to see more winemakers, or representatives of the top Chateaux coming to the UK to meet sommeliers like they are doing now with The Bordeaux Experience.
What do you think is most surprising about Bordeaux wines?
The new grape varieties that Bordeaux is now allowed to use. It will be good to see in an experimental phase what people have planted.
* The Buyer will publish a full review of The Bordeaux Experience tasting event from Mike Turner later in the month.
