Electronic music at the Cordeliers cloister in Saint-Emilion, a horse-drawn carriage ride in the heart of Sauternes and its estates, a music festival in the Médoc … So many activities offered by Bordeaux properties in order to democratize wine tourism . Forget the traditional wine tasting and tour of the vineyards. You have to attract the public differently. Or rather bring him back and prove to him that the vineyard is accessible to all. Because these events are also open to families, with shows for children, sung tales or educational sessions to understand the vine and its landscape.
This new way of understanding Bordeaux wine has been promoted since 2019 by the Gironde Tourisme website, which brings together all the players involved in the economy, culture, tourism, and the world of wine (through the Bordeaux Wine portal Trip). It includes the Cité du vin, the tourist office, the Interprofessional Bordeaux Wine Council alongside 900 partners – hotels, restaurants, wine tourism activities or wine châteaux.
Events throughout the summer
The goal? Unite broad. For this, Gironde Tourisme has just created the annual and free magazine Pulps, distributed in particular in tourist offices, and whose concept is to“Embark in the Bordeaux vineyards” through meetings, activities, charming stays … Its first issue, released in September 2020, opened with an interview with actor Jean Dujardin, who expressed his love for the Bordeaux vineyard. Issue 2, published on June 25, questions starred chef from the Landes Hélène Darroze.
Two great traditional festivals, unparalleled in the French vineyard, also speak of the wine-growing power of the region. First its Wine Festival, which took place from June 17 to 20 at restaurant owners and wine merchants in the city, and some events, including the play The Profound Joys of Wine performed at the Petit Théâtre, in Bordeaux, continue throughout the summer. Then, from October 14 to 17, the Fascinant Week-end will be organized, a sort of wine heritage days. The cinema will be in the spotlight with screenings in cellars and other atypical places linked to the vineyard.