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Press releases19/03/2026
The Bourgogne Wine Board continues its three-year communications campaign in Australia with the second chapter of the ‘Take a Closer Look’ campaign: inviting trade, media, and consumers to deepen their exploration of Bourgogne wines.
Building on a first series of events in Sydney in year one, Melbourne is in the spotlight for 2026 as this campaign encourages Australians to venture further off the beaten path, experience Bourgogne wines differently, and uncover the diversity that exists within and beyond the region’s most familiar names. At its heart, Take a Closer Look is an invitation to reconnect with the shared foundations of the Bourgogne wine range: emotion, experience, terroir, know-how and authenticity.
Through tastings, trade activations, consumer events and more, the second year of the campaign creates meaningful opportunities to engage with a new generation of committed winegrowers and their iconic wines. These producers are reshaping perceptions of Bourgogne while remaining deeply anchored in their places of origin.
Australia remains Bourgogne’s 14th largest export market by volume (17th by value). Following a more contrasted year in 2024, exports are showing renewed momentum, with volumes up 13.3% and value up 26.1% in 2025, bringing the market close to record levels.
This renewed growth is driven primarily by Crémant de Bourgogne (up more than 7% in volume and up 11% in value), alongside strong performance from white wines overall (up nearly 16% in volume and 4.3% in value). Chablis continues to stand out, reaching double-record levels with growth of 23.6% in volume and 22.4% in value.
At the same time, Village appellations from the Côte Chalonnaise and Mâconnais have doubled their export volumes (Villages from the Mâconnais was up by 110% in volume compared to 2024, and white wines from the Côte Chalonnaise up by 168%), while Mâcon wines – including those with a geographical denomination – are up 43% in volume.
Together, these results point to a clear appetite in Australia for wines from Bourgogne offering clarity of origin, diversity of expression and accessibility across a wide range of occasions and price points.
Year two of the campaign continues to place strong emphasis on Bourgogne and Mâcon wines plus a geographical denomination – often referred to as Bourgogne+ and Mâcon+.
While Régionale appellations represent over half of total Bourgogne production, they are far from a single, uniform category. Bourgogne+ and Mâcon+ stand apart thanks to stricter production rules and more precise geographical delimitations, allowing these wines to express the unique characteristics of their origin. In the pyramid of appellations, they are the first step toward a clear notion of terroir.
These wines are characterised by telling a genuine story of terroir, giving access to the Bourgogne identity at a reasonable price, as well as being a broader, more expressive range of wines from the region – and suited to modern consumption occasions (by the glass, on a summer terrace, or during happy hour). Overall, they respond perfectly to consumer curiosity and the desire for discovery.
Chablis wines represent 19% of Bourgogne’s total production and continue to resonate strongly in Australia. Produced in the northernmost part of the region, under a cooler climate and on younger soils, Chablis wines are often seen as easy to understand: one grape variety, Chardonnay; one colour; exclusively dry white wines.
Yet beneath this apparent simplicity lies a remarkable diversity, which Take a Closer Look invites you to explore. Chablis wines make up a complete range, from Petit Chablis, an accessible and convivial wine ideal for sharing, to Chablis Grand Cru, with Chablis and Chablis Premier Cru in between. Within AOC Petit Chablis and AOC Chablis themselves, there are distinct expressions based on the different soils and exposures the wines hail from. At the upper end of the range, there is great diversity across the 47 ‘Climats’ across Chablis Premier Cru, and Chablis Grand Cru (40 Climats for Chablis Premier Cru and 7 for Chablis Grand Cru), with marked contrasts between the left and right banks of the Serein River.
The Australian market is invited to explore this diversity more through the mix of professional and consumer events laid out in the second year of the Take a Closer Look campaign.
While Bourgogne counts 44 Village AOCs – which accounts for 47% of total production – the perception of these appellations are often reduced to a handful of iconic names.
This is far from being the case: Bourgogne’s lesser-known Village appellations encompass a striking diversity of grape varieties – Chardonnay, Pinot Noir, Aligoté and Sauvignon – as well as soils, climates and styles. Appellations that once went under the radar such as Saint-Véran, Givry, Viré-Clessé, or Auxey-Duresses, are increasingly in the spotlight, revealing their true qualitative potential.
With outstanding quality-to-price ratios, these wines respond directly to wine lovers’ expectations for more accessible Bourgogne wines that retain an indefectible link to their place of origin.
Anne Moreau (see photo opposite), President of the Bourgogne Wine Board's Communication Commission, comments: “With the second year of Take a Closer Look, our ambition is to go deeper – to highlight the diversity of Bourgogne wines and show how accessible, expressive and relevant they are today. Bourgogne and Mâcon wines with a geographical denomination, alongside lesser-known Village appellations, Petit Chablis, and Chablis, perfectly embody this balance between authenticity, terroir and modern consumption.”
Andrea Pritzker MW, official Ambassador for Bourgogne Wines in Australia, adds: “Australian trade and consumers are genuinely curious and eager to discover new expressions of Bourgogne. Wines such as Bourgogne+ and Mâcon+ offer real alternatives, combining origin, versatility and value, while Chablis and Petit Chablis continue to perform strongly thanks to their freshness, precision and natural affinity with Australian food and lifestyle.”
The Take a Closer Look campaign continues throughout 2026 with a series of activations, including:
Through this evolving programme, the Bourgogne Wine Board invites Australia to explore Bourgogne wines with a fresh perspective – uncovering hidden gems, meeting the people behind the wines, and reconnecting with the emotion and authenticity that define the region.
Contact: Lucy Purkis Charters – Account Manager at Hopscotch Season
Phone: +61 (0) 475 140 806 – lpurkis-charters@hopscotch.one
Cécile Mathiaud – Head of PR – Bourgogne Wine Board (France)
Phone: +33 (0)6 08 56 85 56 – cecile.mathiaud@bivb.com
To access the 2025 Australia Market Update for Bourgogne Wines click here.
To access the 2025 Australia Market update for Chablis Wines click here.
To re-affirm their identity, the region and the producers are reverting to the original French iteration of the name, Bourgogne. Bourgogne is our Family name, and our appellations are our first names.
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Press release - Take a Closer Look in Australia (March 2026)