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Press releases12/03/2026
In France and internationally, the Bourgogne Wine Board is deploying a deliberate communication strategy to win over its future consumers. At a time when the sector is facing declining consumption among younger generations, Bourgogne is successfully investing in a bold and experiential narrative.
The Bourgogne Wine Board confirms the success of the strategic shift it initiated several years ago. While the interprofessional organization previously communicated almost exclusively with professional audiences, it now diversifies its messaging to target the “consumers of tomorrow” (aged 25–40).
Far from abandoning its heritage, Bourgogne now combines two distinct yet complementary narratives:
- A relaxed and cultural narrative: focused on usage occasions, designed to attract and retain new generations and introduce them to the world of Bourgogne wines.
- An expert narrative: focused on terroir and the Climats, intended for professionals and knowledgeable enthusiasts seeking to deepen their understanding of Bourgogne wines.
The sector thus demonstrates that the prestige of terroirs can be successfully combined with a modern and relaxed approach. The results—both in terms of audience reach and attendance at wine festivals—validate this innovative vision.
Faced with the ageing wine consumer base in France -where 13% of the oldest consumers account for 70% of volumes-and all around the world, Bourgogne has chosen to anticipate the future.
The objective is clear: refocus on consumer expectations and consumption occasions rather than on the characteristics of the product itself. This is even more challenging in France due to the constraints of the Loi Evin.
This new communication strategy moves away from traditional codes. Rather than focusing on terroirs, Climats or grape varieties, it highlights occasions and everyday moments. Visuals from the French campaign “Tellement vins de Bourgogne / Tellement Chablis” (above) now associate Bourgogne wines with simple dishes such as salads, takeaway meals—or even chips—breaking the image of a wine reserved for more traditional occasions. The idea is to build a strong “Bourgogne” brand, with a cultural and emotional identity that goes beyond the bottle.
This is also the message conveyed by the consumer campaign launched in the United Kingdom in 2025. “Feeling Bourgogne” highlights consumption occasions and the emotions Bourgogne wines can create.
The campaign invites British consumers to “live Bourgogne” in the moment, with authenticity and elegance. It relies on two short promotional videos (Manifest your Bourgogne Energy and Bring Chablis to Every Party), tastings and public events such as Taste of London and Rock Oyster Festival, as well as media and influencer partnerships.
In France, the flagship of this strategy, the “Tellement Bourgogne / Tellement Chablis” campaign launched at the end of 2024, is based on a process of demystification, integrating wine into everyday life. The objective is to highlight more discreet and accessible AOPs, breaking the image of a wine reserved for an elite. Chablis, meanwhile, positions itself as a “safe bet”, equally relevant for aperitif occasions and gastronomy. This bold approach has been recognised by the profession, winning the Gold Trophy at the French Grand Prix Com&Médias 2025 and the Bronze Trophy at the Grand Prix Stratégies 2025.
At the same time, the web series “The Tasting Tips” has achieved remarkable success, with more than one million views. This short-format series, bilingual in French and English, humorous and educational, hosted by Maxime Dubois, Official Ambassador of Bourgogne Wines, received the Gold Trophy for Best Web Video Programme at the Grand Prix Influencia 2026.
By reinventing the codes of knowledge transmission, Bourgogne succeeds in capturing the attention of tomorrow’s consumers on their preferred platforms, particularly Instagram, Facebook and YouTube.
The Bourgogne Wine Board’s digital communication strategy is also expressed through targeted partnerships with specialised influencers. These collaborations help convey a more accessible image of Bourgogne wines and make learning about wine more engaging within active and committed communities.
As part of the Feeling Bourgogne campaign, five influencers have been involved in the initiative since March 2025. True partners in the programme, they spent three days discovering the region and experiencing the art of living of Bourgogne winegrowers and wine merchants.
Since then, they have been sharing their “Bourgogne moments” in the United Kingdom, taking part in events and introducing their large communities of followers to some of Bourgogne’s lesser-known appellations.
Beyond digital platforms, the engagement of young consumers is already visible in the field, with surprising participation at emblematic wine festivals such as the Fête des Grands Vins in Beaune (during the Hospice de Beaune Wine Auction Weekend in November) and the Saint-Vincent Tournante 2026 (January).
Driven by the search for shared moments and conviviality with friends around wine, the participation of these young adults contradicts many of the models predicting declining consumption. Wine undoubtedly still has a strong role to play, fully aligned with new consumption occasions.
This quest for authentic experiences is something the Bourgogne Wine Board also aims to extend to its wine tourism offering.
No fewer than 250 Vignobles & Découvertes-certified cellars are ready to welcome these young adults to discover and taste Bourgogne wines.
Finally, the Cité des Climats et vins de Bourgogne offers a fun and modern immersion to deepen one’s knowledge—or simply enjoy a relaxing moment at the “Les Accords” wine bar.
Contact: Cécile Mathiaud - Head of PR at the BIVB
Phone: +33 (0)6 08 56 85 56 - cecile.mathiaud@bivb.com
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Press release: Bourgogne Wines Break the Mold (March 2026)