Bordeaux Bar rescue plan targets London

London is set to be one of five cities to feature a new wave of “Bordeaux Bars” as part of a major image overhaul for the French winemaking region.

Organised and subsidised by the Interprofessional Council of Bordeaux Wine (CIVB) in partnership with local businesses, the bars are also set to be rolled out in Hong Kong, Shanghai, New York and Berlin. The London Bordeaux Bar branch is expected to open some time in 2011.

According to The Australian, the scheme forms part of a wider rescue plan, "Bordeaux Tomorrow", to help save hundreds of the region’s smaller winemakers. In contrast to Bordeaux’s most prestigious names, many of these are threatened by pricing pressures and decreasing demand for their wines.

Highlighting the urgency of the problem, Christophe Chateau, communications director for the CIVB, explained that the Bordeaux region produces around 5.7 million hectolitres of wine every year, but sales in 2009 fell to 4.7m.

With many of Bordeaux’s wineries unable to fetch more than €900 for a 900 litre barrel which cost €1,000 to produce, Chateau estimated that around 1,000 vineyards were in financial difficulty.

The attention lavished on ever-increasing prices at the top end has not only concealed the reality experienced by the majority of Bordeaux’s producers, but created the impression among many consumers that Bordeaux is out of their price range.

"We need to show people that you can get excellent value for money from Bordeaux for between €3 and €10 a bottle," observed Chateau. "In restaurants, people often avoid Bordeaux because they think it will be too expensive."

As Bordeaux’s second biggest market, importing €221m of the region’s wine in the 12 months to October 2010, the UK has been identified as a key target for this rescue plan. Market leader China and the US will also provide a major focus.

The Bordeaux Bars will play a fundamental part in a wider move to change this image, supported by a shift in advertising which will emphasise that Bordeaux can be a “fun” and affordable drink.

Producers will also be encouraged to adopt simpler, more colourful labels to distinguish themselves from the more expensive end of the Bordeaux market.

The CIVB will be encouraging its producers at the bottom end of the market to move up a segment or abandon winemaking altogether.

Gabriel Savage, 18.01.2011