Bordeaux to open first American-style wine tourist center January 19, 2007
Maggie Rosen
A Bordeaux negociant and winemaker will open the region's first US-style wine center in March, in a bid to tap into the lucrative wine tourist market.
La Winery, a 26ha wine tourism complex in Arsac-en-Médoc, boasts exhibition areas, park and picnic land with water features, an amphitheatre, restaurant, tasting rooms and 1,000 square metres of retail space.
The complex is Bordeaux's first such operation and is due to open on 1 March this year.
Negociant and winemaker Philippe Raoux has invested 12m in the complex Bordeaux's first such operation. It is due to open on 1 March.
La Winery was inspired by visits to tourist-friendly wineries on five continents and heavily influenced by California's wine tourism infrastructure.
'La Winery is unique,' said company secretary Yves Bontoux. 'There are many wineries that focus on one particular region. But this is the first venue that will feature a significant number of foreign wines as well.'
Over 40,000 bottles (from 3 to 2000) will be on offer in La Winery's boutique, which is being managed by Arnaud Plard, former sommelier at the Michelin-starred Cordeillan-Bages restaurant in Pauillac.
In addition to free tastings, there will be ticketed tastings including Bouchard Burgundy dating back to the 40s, and verticals of Sassicaia and Vega Sicilia.
Visitors will also have the chance to find out their 'wine sign' a Zodiac-like reading of their preferences and tastes showing which of six categories (such as sensualist, esthete, gourmand) they fall into.
Bontoux is convinced Bordeaux is ready for such an operation.
'The Bordelais cannot continue to be so insular,' said Bontoux. 'We have the most prestigious wines on the planet, yet the majority of wineries do not open their arms to visitors. It's not normal.'
'We have seen the professional, organised operations in America, and we want to emulate this but in our own way. But we will not be offering a Las Vegas-style experience.'
Raoux owns several Bordeaux chateaux, including Margaux cru bourgeois Chateau d'Arsac, and runs Marjolaine, which claims to be France's first mail-order wine company.
La Winery expects 80,000-100,000 visitors a year.
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At last a place to take clients to experience Bordeaux in a elaxed and informal setting. Others please note.
Stephen Barrett
Since the '50s the US have been attracted by the charming european way of life.
An entire generation of filmakers have written and directed movies that were based on the tipicity of several european countries just because we had the story, cultural heritage and tradition they could not have in their young history.
Therefore, I think that this initiative is a negative sign that we no longer believe in our chances to be attractive to the international buyers or that we are ready to exchange our tipicity for economical reason.
Differentiation is richness, and the respect of the differences is the key to a correct preservation. Colonisation and/or homologation is a whole other story.If they like their californian wineries to me is ok, I respect that approach because is based onto a recent history but it is not clearly our style even if it could be a commercial success.
I would not open an Indian Native Reserve in the outskirts of London just because they like it.
Negative opinion.
Alessandro Ballare
how tall do you have to be to drink the wine?
Michael Sarro, Shaker Heights, Ohio
A good idea for an area that wishes to sell wine internationally to make visitors welcome. It is only logical. However, if the region as a whole could explain for the wine enthusiasts how to make proper arrangement to tour Bordeaux with multiple stops to the famous chateaux for tastings it would be better. As a member of the trade that was asked to test for a role as a "Bordeaux ambassador" for U.S. market wine education, I still sadly do not understand how to arrange such a visit. Perhaps there is an unreasonable fear of casual "sandals & shorts" tourism that is forming a barrier to the serious wine traveler? Cheers from Sonoma. Douglas
I couldn't help but respond to this article in Decanter.
This is an awful idea.
If I were still a professional buyer in the Bordeaux futures trade (as I was between 1982-1988) I would recommend that the Bordeaux based trade kill this idea before it's too late.
Now, if one wants to set something like this up in San Francisco, that's a whole different story. That would be a good idea. Just make sure the wines featured include wines people dream of drinking, i.e., the more expensive wines and older vintages. Offer them by the glass as well. You'd be surprised how well they will sell.
And make sure a travel agency is part of this operation so people can set up trips to the Bordeaux area while still tasting the wine.
Have fun.
Kenneth O'Farrell, Calistoga, CA, USA
"La Winery"? That's French?
Steven Kronenberg, Tuscany
I have been to Bordeaux numerous times and if one makes appointments all the wineries are quite welcoming. And there are plenty open even without an appointment. The Napa Valley has been ruined by this sort of commercialization cited in the article. Yes, you get a lot of gawking tourists who end up driving around drunk. The smart money in California visits Sonoma county where it is less traveled and more fun.
John C. Dvorak
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At last a place to take clients to experience Bordeaux in a elaxed and informal setting. Others please note.
