Bordeaux: highs, lows, and lessons for Italian wineries | Verdicchio Room

PLEASE NOTE: to attend this session, registration is required and is only available to users who already hold an access pass for the wine2wine Business Forum 2024. After purchasing your ticket, click the "Register to attend" button on this page and follow the simple step-by-step instructions. Please note that seats are limited: registration guarantees your spot until all seats are filled.

Bordeaux stands as a global benchmark for fine wine, and its reputation has been built over centuries of dominance in international markets. Renowned for its prestigious wines, Bordeaux’s success story is intertwined with its historical achievements, particularly its ability to position itself as a symbol of luxury and quality. This success is anchored in key milestones, such as the 1855 Classification, which cemented its elite standing. Over the years, Bordeaux has maintained its leadership by emphasizing consistent quality, expressing the unique characteristics of its terroir, and responding to evolving dynamics - such as the rise of en primeur sales - and emerging markets, particularly in Asia.

However, the Bordeaux wine industry also faces significant challenges. Climate change has begun to alter the region’s traditional wine styles, with rising temperatures affecting the grape profiles that Bordeaux is famous for. Simultaneously, Bordeaux struggles to remain relevant to younger consumers, who are increasingly drawn to alternatives such as New World wines. Financial pressures also weigh heavily, particularly on smaller producers, who often find themselves overshadowed by the dominance of large châteaux. Additionally, Bordeaux’s reliance on rigid classification systems can sometimes slow innovation.

Italian wineries can glean valuable insights from Bordeaux’s experiences. The balance between tradition and innovation is key, as Italian producers must navigate shifting consumer preferences while staying true to their roots. Bordeaux’s success in leveraging premium pricing and scarcity to build a sense of exclusivity offers a model for Italian wineries aiming to enter luxury markets. Moreover, Bordeaux’s ability to cultivate brand loyalty in emerging regions, particularly through consistent storytelling and a strong connection to terroir, underscores the importance of building long-lasting consumer relationships. The key takeaway this session offers to Italian wineries is the need to adapt Bordeaux’s lessons to their strategies, ensuring a solid positioning in the competitive global market.