Taylor Swift cameo sparks US sell-out for Sancerre
Swifties have driven a rapid sell-out of a Loire white after spotting a bottle in the pop star’s latest documentary, underlining the power of celebrity exposure for French wine.
A brief appearance of a Sancerre in Taylor Swift’s latest Disney documentary has triggered a rush on the wine in the US, with stocks selling out almost overnight.
According to France AFP, a bottle of Sancerre from Terres Blanches, priced at around $40 in the United States, was spotted beside a mixing desk during episode five of End of an Era. That fleeting glimpse was enough for Swift’s highly engaged fanbase to identify the bottle as “Taylor’s wine”.
The result was swift. Stocks quickly sold out on the website of the domaine’s US distributor, offering another example of so-called “Swiftonomics” — the cultural and commercial impact of the 36-year-old billionaire singer’s endorsements.
‘You can’t put a price on it’
“It’s pretty mad. You can’t put a price on it,” Laurent Saget, who runs the Terres Blanches domaine, told France AFP.
“Even if we had wanted to place one of our bottles in such a widely watched series, we couldn’t have afforded it. It’s nice to have a spotlight land on the appellation and on our domaine,” he added.
Saget, 40, said he was unfamiliar with Swift’s music but would be happy to welcome the soon-to-be-married star to the family-owned estate in the village of Bué. Terres Blanches produces between 80,000 and 120,000 bottles a year.
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Swift has previously spoken openly about her fondness for wine. In a 2018 television appearance, she said she would bring “white wine” to a dinner party, specifying her preferences as “Sancerre, Pinot Grigio, Sauvignon Blanc”.
US demand remains strong
Sancerre is one of France’s best-known wine regions, located in the central Loire Valley. Its whites are made from 100% Sauvignon Blanc, while its reds are produced from Pinot Noir.
The appellation has built a strong following in the US, where it is often positioned as a benchmark French white alongside Burgundy. Industry figures show that around two-thirds of all white Sancerre produced each year is exported, with roughly half shipped to the United States.
Despite new 15% tariffs imposed on French wine by US President Donald Trump, Saget said demand for Sancerre has remained resilient.
“Despite the tariffs, and perhaps not everyone would say the same way, but I don’t think there’s been a major impact on our appellation,” he told France AFP, adding that Sancerre occupies a “pricey but still accessible” position in the market.
The appellation’s fortunes contrast sharply with those of the wider French wine sector, which continues to struggle with over-production, intense international competition and falling domestic consumption. Even in established regions such as Bordeaux, some producers are pulling out vines to plant alternative crops, including olives.
Other high-profile Sancerre fans reportedly include basketball star LeBron James and Spanish singer Rosalía.
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