Young group hopes to breathe new life into Bordeaux
The group of youthful men and women call themselves “Bordeaux Oxygene”, and want to enhance the regions image with the next generation consumer. 18 Estates are represented in the group whose focus will be marketing and promotion. Many next generation consumers view Bordeaux as stuffy and pompous, yet the opposite is true for many of the estates. The area is steeped in tradition, but the group doesn’t plan on taking away from that. The focus will be on what’s next and what’s happening right now, and the group plans on creative ways of getting that message out.
The group, most of whom are from notable winemaking families, and many of whom studied oenology together, will share ideas on the marketing and promotion of their wines. They will then hold events across Europe in an attempt to challenge Bordeaux’s old-fashioned reputation.
Early projects include the possibility of a ’speed-dating’ themed tasting in London with selected members of the press, who will each have a five-minute ‘date’ with the various members of the group and their wines before ushered on to the next.
Huh, Speed Tasting. Interesting….
