{"api":{"host":"https:\/\/pinot.decanter.com","authorization":"Bearer ZGZkMTM2NWI2NTk4MGVlZmNmODA5Zjg1NjY4OTE5ZTRiOWZmYWVhNWY0ZjZhM2NjNDcwMmM0ZTY2YTRjMmQ4NQ","version":"2.0"},"piano":{"sandbox":"false","aid":"6qv8OniKQO","rid":"RJXC8OC","offerId":"OFPHMJWYB8UK","offerTemplateId":"OFPHMJWYB8UK","wcTemplateId":"OTOW5EUWVZ4B"}}

‘Old-fashioned’ Bordeaux leaps into 21st century

Bordeaux aims to banish its 'old-fashioned' reputation with the launch of an iPhone App in the autumn.

Trade and marketing body, the CIVB, is currently working on the free application and aims to launch it worldwide on October 1.

Users ‘from Shanghai to New York’ will be able to take a photo of any Bordeaux wine label. The App identifies the label and provides a factsheet relating to the wine from the grape variety and appellation, to drink dates and food pairings.

The CIVB’s Christophe Chateau told decanter.com ‘People say Bordeaux is hard to understand and old-fashioned’.

‘The goal of this App is to help consumers to understand Bordeaux and buy the region’s wines,’ he added.

It is hoped the region’s 9000 wine estates will upload information on their 15,000 to 20,000 wines during August and September despite the summer vacation and the impending 2010 harvest.

Chateau said: ‘We think we can be ready by October with at least 80% of the estates filled in. It only takes producers 5-10 minutes to do it.’

The CIVB’s iphone App closely follows the launch of new strategy ‘Bordeaux Tomorrow’ which will see a reduction in low cost ‘basic Bordeaux’ and introduce a simplified labelling system.

Written by Rebecca Gibb

Latest Wine News