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Bordeaux Wines Launches Second Year of Dynamic Global Campaign

In an exciting move to modernize its image and engage wine lovers across the globe, Bordeaux Wines has launched the second year of its global campaign, #JointheBordeauxCrew. This initiative aims to highlight the diverse winemaking community in Bordeaux, showcasing not only the vast array of wines produced but also the individuals behind them.

A Collective Effort to Engage

Over the past twelve months, Bordeaux's winegrowers and merchants have embarked on a collective communications strategy that encompasses key markets like Belgium, the United Kingdom, and the United States, with plans to extend into Japan. This strategic approach is designed to refresh the image of Bordeaux wines, making them appealing to a new generation of wine enthusiasts.

The campaign centers around a call to action for consumers and trade professionals alike, inviting them to explore the unique offerings from Bordeaux. Whether it's red, white, rosé, or even sparkling wines, Bordeaux seeks to convey the richness and variety of its vineyard, which is characterized by its mix of traditional and modern practices.

Signature Events to Connect with Consumers

A key component of this year's campaign is the hosting of signature events, tailored to create memorable experiences. Following the successful launch in London, the Bordeaux Experience will travel to Tokyo and San Francisco in 2025. These immersive events will provide attendees with authentic interactions with Bordeaux winegrowers and merchants, allowing for tastings and masterclasses that showcase the very best of Bordeaux's offerings.

In addition, the renowned Bordeaux Fête le Vin, notorious as Europe’s largest wine tourism event, will take place in June, where participants can engage in more than 300,000 tastings over four days. The diversity of Bordeaux wines will also be highlighted through various consumer-oriented promotions scheduled throughout the year.

Prominent initiatives include:

• - La Tournée des Vins de Bordeaux in France (March)
• - MasterChef Sponsorship in Belgium (March - April)
• - Bordeaux Wine Month in London (September)
• - Bordeaux Wine Fair in Tokyo (October)

Casual Enjoyment of Bordeaux Wines

To reach a broader audience, Bordeaux Wines will also be showcased in informal settings, encouraging new consumption occasions. Events such as the Antwerpen Proeft festival in Belgium and Rock en Seine in France will feature Bordeaux wines, promoting them not just as traditional dining companions but as versatile options for more casual events. Pop-up Bordeaux Wine Bars will offer selections by the glass, wines on tap, and even from barrels, appealing to younger generations and more relaxed drinking occasions.

Educational Initiatives as a Priority

Education is pivotal in every aspect of this year’s campaign. Established over 30 years ago, the Bordeaux Wine School will be present at major events, offering workshops and expert-led classes to deepen consumer knowledge and appreciation of Bordeaux wines. The program caters to everyone—from novices to industry professionals—spotlighting the expertise of over 250 tutors who serve more than 120,000 learners annually.

Digital Engagement and Local Partnerships

Bordeaux Wines is also taking advantage of digital platforms to engage a global audience, unveiling original content that shares the rich stories of its wines. Additionally, the #Bordeauxlocal movement continues to unite local businesses, including restaurateurs and wine merchants, fostering a sense of community around Bordeaux wines and local products.

Looking Ahead: Exciting Events on the Horizon

With a robust strategy in place for 2025, Bordeaux is focused on reconnecting with markets, propelled by teamwork and grassroots engagement. Notable upcoming events in the United States include:

• - August: TexSom in Dallas featuring a Bordeaux masterclass.
• - October: A trade promotion in New York featuring tastings and networking opportunities for both professionals and consumers.

As the campaign progresses, Bordeaux Wines embraces its heritage while reinventing its image to foster a vibrant community around its brands. To stay updated on the latest from the #JointheBordeauxCrew initiative, visit Bordeaux's official website or follow them on social media platforms.

Conclusion

The Bordeaux Wines campaign represents a dynamic approach to wine marketing, emphasizing engagement, education, and modernity. As Bordeaux continues to reveal its diverse offerings, it invites everyone to join in and appreciate the multifaceted world of Bordeaux wines.