International pull
Some international producers believe so strongly in the power of ‘La Place’ they are releasing their wines to the world through Bordeaux. Beyond Bordeaux, has introduced two more dates to wine trade diaries, March and September, when over 60 wines from the USA, Australia, Spain, Italy, etc. release their wines.
16 bottles of Bordeaux are sold every second somewhere in the world
D to C ?
Why don’t Bordeaux wineries sell their wines directly? Bordeaux has a lot of wine to sell. Family and smaller producers don’t have multi-lingual staff to sell wine directly to international distributors nor to consumers. Merchants have successfully done this for them for years, dealing with admin exchange rates, etc; and wine makers have let them. They have concentrated on the challenges of production rather than marketing.
Wine tourism
The disadvantage of the systems is it creates a distance between the producer and the consumer. Consumers want to meet the producer, get to know them, learn their vineyard stories. Booming Bordeaux wine tourism is an opportunity for wineries to create closer links with their final consumer. It’s not only consumers who enjoy buying wine directly from a producer, wine makers like to know who is drinking their wine too.
Bordeaux wine Clubs
Bordeaux producers look at the American Wine Club model with envy. It’s tempting. Clients signing up, guarantying a certain purchasing volume every year in exchange for special offers, extra bonuses, invitations to events and that all important feeling of belonging to a community.
The Best Of Club in Bordeaux organized a seminar last year at Château Montlabert (2024 Regional Best Of Wine Tourism Winner for Architecture and Landscapes) to examine the challenges of creating a wine club, it was a sell-out. The goal of the workshop was to show the best practices abroad but also to show local success stories.
In fact, some properties with American connections have already exported the model to Bordeaux.
Owned by the American Adams family since 2004, Château Fonplegade also excels in hospitality. The Chateau welcomes members to the property with a glass of white wine from their Napa vineyard and tastings are accompanied by a cornucopia of cheeses and cold cuts, they also leave with warm homemade chocolate chip cookies. Since 2007, this allocation membership is offered to visitors to the property and on referral to their friends. American members have the added advantage of their wines being temperature controlled, overnight shipped from stock held in the USA. It’s a unique solution to the shipping conundrum for Americans, that represent 70% of their members.
Bordelais Gonzague and Claire Lurton have five estates between them in both Bordeaux and in California and have grouped all their wines on one site including Claire’s Orange wine and Ceres, her no added sulphur wine. Wines are available for delivery in both the US and Europe.
Margins may be generous but direct sales volumes remain small ,and Bordeaux properties are large (average 20 ha). What might work for a boutique winery of 5ha won’t work if you have 50ha. You need volume sales to survive, which La Place has traditionally delivered.
Selling and delivering directly over a website is possible within Europe – already a huge market, but exporting is challenging. Shipping across the Atlantic, and post Brexit, the Channel is complicated, but there are solutions.
Château Giscours , 2024 Global Best Of Wine Tourism winner, is currently developing their Wine Club, aiming to launch this spring with a comprehensive offer that goes beyond sales. Rooted in wine tourism and building on those direct relationships, it will include a cultural and sports agenda and their “from farm to table” philosophy. One to look out for.
It takes work to make it work
Membership needs to be constantly maintained and renewed, without which wine club membership can be short lived. This means multilingual staff with organizational and interpersonal skills and time to prepare and pack orders.
Traditionally Bordeaux properties often produce just a few wines. A larger range from several properties can make the project more worthwhile and more attractive to consumers.
Grouped under Vignobles K, the Kwok family has seven wineries across four right bank appellations. This includes Saint Emilion Classified growth Château Bellefont-Belcier, 2023 Regional Best Of Wine Tourism winner in the category Accommodation, two other Saint Emilion Grand Crus, a Pomerol, a Castillon and a Lalande de Pomerol, Enclos de Viaud, that also produces a white and a rose.
Their Bordeaux Wine Club members sign up to either 6 or 12 bottles from different vintages through two to four shipments per year. Benefits include discounts on selected wine purchases with exclusive allocations of wine on release and access to library wines. They have preferential bookings at the estate hotel, guests houses and events and complimentary tours and tastings.
Also on the right bank Vignobles Cap de Mourlin sell wines from across Montagne Saint Emilion and their classified Saint Emilion growths.
In 1989, Jean Guyon started with 2ha, now he has 185 ha and 9 vineyards across the Medoc grouped under Domaines Rollan de By. His wine club aims to make these wines accessible to both connoisseurs and beginners. An invitation to the club is issued with a purchase of 24 bottles via the site and an access code opens the door to masterclasses, events and deals on the website.
Bordeaux Chateaux doing it for themselves
Building on the success of wine tourism, Bordeaux wine clubs and direct sales sites are flourishing in Bordeaux and Best Of Bordeaux winners are no exception.
Le Club des Fous de Cérons was born in 2012 when French wine journalist Jacques Dupont called Caroline and Xavier Perromat crazy (fous) when they took over the family estate. Members are invited to join when they buy more than €200 of wine with a first purchase. Membership has grown organically, monthly mailings keep members up to date with news of the the transformation of the property. They receive exclusive special offers that can be redeemed via their e-commerce site or by telephone, which they love as it keeps them in touch.
Chateau George 7 in Fronsac sells directly across Europe, to the USA and works with a distributor in the UK to give visitors get the best possible deal once back home. The new wine club includes access to special offers and cuvées including the new Royal Reserve – only available to members or at the property.
Chateau de Ferrand, Saint Emilion Classified growth is available on line too, although you’ll have to go to the chateau boutique for one of the personalised Bic pens.
Direct online sales
You don’t have to belong to a club to buy direct, more and more Bordeaux chateaux have e-commerce sites. Below are a few favourites.
The Entre deux Mers is a good place to start thanks to the wide range of wines you’ll find there. Two Best Of Wine Tourism winners; Château Lestrille and Château Thieuley both offer red, white, rosé, clairet and crémant wines.
On the left bank
Château Paloumey in Haut Medoc also sell wines from their neighbouring properties, Chateau la Besanne in Margaux and Chateau la Garricq in Moulis. Their online guide allows a selection by wine by style, appellation, vintage and even food matches.
Vignobles de Larose also offer a wide range of wines from their three properties plus special cuvées and mixed or single cuvé gift selections in elegant wooden cases.
In Sauternes, Château Guiraud delivers to over 50 countries via their online boutique for both dry and sweet wines.
International reach
Bordeaux is sold across the globe but some properties also have an international reach, bringing depth to their range. Château Malartic Lagraviere has an international offer with red and white wines from their two Bordeaux vineyards alongside the wines from their Argentinian vineyard Bodega Diamandes and wines accessories. I recommend their recipe book but if you have the chance to stop at the Château in Pessac Léognan this May make sure to book their new gourmet experience ! A limited-time 100% pistachio menu created by their chef Olivier. You don’t want to miss out.
Thanks to Wine Tourism, properties across Bordeaux are creating that all important connection with their fans. Creating a community, selling directly or encouraging them to become ambassadors back in their home markets.
Author: Wendy Narby for Great Wine Capitals Photos credits:©Artiste Associé GWC / ©Vignobles K / ©Château de Cérons / ©Château Malartic Lagravière