The Bourgogne Wine Board (BIVB) has launched a new communications campaign, Take A Closer Look, designed to deepen the connection between Australia and the winemaking region as it returns to the Australian market.
While Bourgogne is already renowned for its premium wines, the three-year communications campaign will feature a series of engaging initiatives that connect Australia’s trade, media and consumers with the region’s lesser-known Village appellations.
Andrea Pritzker, MW and official Ambassador for Bourgogne Wines in the Australian market, commented: “There is a huge amount of interest in the wines of Bourgogne amongst the trade and consumers here. In recent years, the increase in demand coupled with smaller volumes has seen prices soar across the region.
“As such, everyone is seeking good value wines to offer their customers and both Bourgogne and Mâcon plus a geographical denomination wines really deliver. Chablis and Petit Chablis have always been well received in the Australian market and are going from strength to strength in terms of appellation ‘brand recognition’. It’s wonderful to see these wines also featured within this campaign, as they pair so well with Australian produce.”
Exploring the depth and diversity of Village appellations
Representing 65 per cent of all volumes exported to Australia, white wines are at the forefront of the Bourgogne region. This is led by Chablis and Petit Chablis, which account for almost half of all white exports, and Bourgogne AOC, which account for 26 per cent.
A further 26 per cent of Bourgogne’s exports are made up of red wines, of which Bourgogne AOC represents two-thirds.
Australia already represents Bourgogne’s 14th-largest export market by volume, accounting for 90.5 per cent of the region’s total turnover in Oceania, with Régionale appellations at the forefront of Australian consumption.
While Australia’s trade and consumers are already exploring what defines Bourgogne wines, the BIVB has observed increasing demand for wines from Bourgogne’s lesser-known Village appellations. To support the exploration of these appellations, the Take A Closer Look campaign will showcase the accessibility and affordability of Village appellations such as Rully, Monthélie and Bouzeron.
François Labet, President of the BIVB, explained: “There is growing interest in lesser-known appellations like Bourgogne and Mâcon plus a geographical denomination in Australia. Notably, exports of the Mâcon appellation nearly tripled in 2023. The dynamic between Bourgogne and Australia is vibrant and evolving: the new campaign will definitely strengthen this.”
By stepping off the beaten path, Take A Closer Look highlights the quality, depth and diversity of the lesser-known appellations, offered at a more accessible price point.
In an interview with National Liquor News for the upcoming Bourgogne and Chablis Trade Buyer’s Guide, Laurent Delaunay, President of the BIVB, said: “Some of our wines are considered the world’s best wines, but Bourgogne is not only these iconic wines, it also offers value, lesser-known wines, which have very much improved in terms of quality, and which allow the general public to access these wines. It’s a way for the public to access the legend of the world’s iconic region for Chardonnays and Pinot Noirs.”
Although they are well-established, the campaign will also focus on Chablis and Petit Chablis – encouraging Australia to explore the rich diversity and terroir of these regions, and again, highlighting their accessibility.
Jean-François Bordet, President of the Chablis Wine Commission of the Bourgogne Wine Board, said: “We’re excited to return to Australia with an engaging three-year communications program.
“Since the end of Covid, exports of Petit Chablis and Chablis to Australia have demonstrated remarkable dynamism, reflecting their appeal – and for good reason: they beautifully showcase the unique Chablis terroir, offering accessibility and charm that resonate with Australian consumers.”
As part of the Take A Closer Look Campaign, the BIVB has partnered with National Liquor News for an exclusive Bourgogne and Chablis Trade Buyer’s Guide. Keep an eye out for the April/May issue of the magazine for reports on Bourgogne and Chablis and results of a blind tasting.