Sometimes, it takes an outsider to see a new way of sharing Bordeaux. Rustic vines is a wine tour company with a difference, based between Bordeaux and Saint-Émilion, it was created in 2014 by new Zealander Tim Cowley.
Tim is an ex-professional rugby player, originally from New Zealand. In Europe since 2003, he retired from rugby in 2012 and followed his passion for wine, travel and the French culture to Bordeaux. He did the first tour in a borrowed car for some Kiwi friends and Rustic Vines was born!
Today, with all the necessary licenses in place the company is bigger and slicker but still offers the same relaxed and accessible approach to the region.
A Window into Bordeaux’s Sustainable Transformation
He originally welcomed travellers from New Zealand and Australia, clients connected to nature, loving an outdoors lifestyle and interested in the origin of their food and wine. This approach helped form the philosophy of Rustic Vines, to embrace and promote the philosophy of sustainability that is such an important part of Bordeaux today.
Bordeaux is famous for its prestigious châteaux and iconic wines, but visitors are often surprised to discover how the region is evolving. 75% of Bordeaux vineyards have a sustainable certification, often transitioning to organic and biodynamic methods, a transformation taking place across all levels of the industry from Grand Cru Classé to family run vineyards. Environmental responsibility and world class wine production works hand in hand.
Sustainable wine tourism is about much more than tasting, it’s about transparency, local food, and meaningful experiences where guests meet producers, understand their vineyard practices and discover wines that reflect their terroir. Sustainability and authenticity are important trends for travellers looking to learn, experience and make connections.
Rustic vines prioritises wineries that respect the environment, protect biodiversity and adopt responsible farming practices, reducing their environmental impact for future generations.
Their Gen Z clients may be drinking less but they are interested in wine, becoming more selective about what they drink, where it comes from, and how it is produced.
As younger generations embrace sustainability, authenticity and quality over quantity Rustic Vines is happy to help.
Broad appeal
Their knowledgeable local guides, share tastings at family estates, cultural discoveries and picnics in the vineyards. It’s an immersive, fun and accessible approach, that appeals to a new generation of wine lovers. They are a leader in electric bike tours from their base in Saint-Emilion, handy for those roiling hills.
If you prefer four wheels, they also have a fleet of vans taking groups and private clients on daily tours from the Atlantic coast to Saint-Emilion, the Médoc and Pessac-Léognan. This allows them to also offer personalised experiences for all levels of knowledge, from private winery visits and guided tastings to curated day trips and wine itineraries.
Evolution
Rustic Vines has long been a reference for authentic wine tours, offering travellers a relaxed and social way to explore the focused on connection, storytelling and discovery.
As Bordeaux evolves, a new generation of winemakers, chefs, and hosts are redefining excellence, hospitality, and craftsmanship, alongside the historic traditions. Rustic Vines, believes that wine tourism should evolve with it. They are launching more upmarket wine experiences in Bordeaux, while remaining true to their roots – upmarket doesn’t exclude sustainability. It’s about meeting the people behind the wines, understanding the terroir, and sharing moments that come back to life with each bottle opened.
Winner
This diversity, the quality of service, innovation, sustainability and engagement with local wine culture and heritage contributed to Rustic Vines 2026 Regional Best Of Wine Tourism award for wine tourism services.
Part of the Future of Wine Tourism
The future of wine tourism is not about drinking more wine, it’s about drinking better wine, discovering where that wine comes from, who’s making it and connecting with the landscapes that make each bottle unique.
Rustic Vines see themselves as part of the sustainable wine tourism movement in Bordeaux helping visitors discover the people, places, and wines that are shaping the sustainable future of Bordeaux. There has never been a better time to explore this new face of Bordeaux and Rustic Vines offers an informal but in-depth way to do just that.
Author: Wendy Narby for Great Wine Capitals Photos credits: ©rusticvines Video credits: ©fakhry_nader et ©schz.Farah