Split of responses to the question: What could Bordeaux châteaux do to appeal to younger drinkers? (as featured in Bordeaux Study Part I: Crossing the Red Sea)

Last week, Wine Lister published Part I of its annual Bordeaux study, titled “Crossing the Red Sea”. Following our last post on 2024 en primeur release pricing (read here), we are delving further into the results of our ninth annual in-depth survey with key fine wine trade players from across the globe.

We asked our trade respondents to identify ways in which Bordeaux châteaux could incentivise younger drinkers – the chart above illustrates themes cited more than once. 10 of the 49 responses referred to Bordeaux’s elite pricing as a barrier, emphasising the need for more affordable entry points to encourage younger buyers to start investing in the region’s wines. The trade also cited the need to tailor marketing and communication efforts to younger people, be it through engaging events or new modes of communication (seven respondents each).

Five respondents each suggested making more approachable styles of wine, introducing more modern label designs, and implementing incentives to boost on-trade visibility.  Four respondents believe that estates should provide the opportunity for visitors to taste mature vintages - a top-tier Hong Kong-based merchant even suggested conducting blending masterclasses. Meanwhile, three trade members recommend using second wines as a gateway for a new generation of drinkers, prioritising early drinking styles with creative labels on these cuvées.

Other ideas included a rethink on packaging, such as smaller cases at no premium, tailored oenotourism, using lighter and recyclable bottles, and promoting Bordeaux’s small growers. One top tier UK merchant went on to state the importance of connecting young consumers with young winemakers: “Talk to them for a start, using young people to engage with young people rather than an older generation who think they can talk to the younger one”.

Purchase the full study here (in either French or English) to read more exclusive insights from the fine wine trade’s leading figures. Pro+ Subscribers can download their study for free here.