For Bordeaux, selling to Millennials will be harder than it seems
It’s astonishing to me, as I consider the last 30 years, how irrelevant Bordeaux has become in much of the American wine scene.
When I first became infatuated with wine, in the late 1970s and 1980s, Bordeaux was the Queen of the Wine World. (Burgundy was said to be King. We can talk about that gender confusion another time…). Everything in California pertaining to Cabernet Sauvignon was with reference to Bordeaux. Our vintners were going over there every chance they could to walk Classified Growth vineyards and study with Classified Growth winemakers. It was almost as if they were on a pilgrimage to Lourdes, seeking to bathe in the holy waters that would cure them of all their vinous ills.
That was then…today, who talks about Bordeaux? Who buys it, either for home consumption or at restaurants? All that most people know about Bordeaux is that (a) almost every year Parker declares a Vintage of the Century and (b) prices are ridiculous. Neither of those phenomena is designed to elicit respect for a wine that once was the most coveted in the world.
Lagging interest in the States has not gone unnoticed along the banks of the Garonne and Gironde. No doubt chateau owners wish to regain the interest of the U.S. market, but it’s hard to discern a realistic marketing strategy. Yes, the Union des Grands Crus does their annual tour, attracting the usual cadre of sommeliers, merchants, writers and other denizens of the trade. But what happens inside the glittering ballroom of the Palace Hotel seems to stay there.
Along these lines, the Washington Post two days ago published this analytical piece on how the Bordelaise are “out to attract a younger American audience” in order to overcome Bordeaux’s “tarnished image” here.
A top guy at Sherry-Lehmann, one of New York’s leading wine shops, told the Post writer, “We’ve locked up the 70- and 80-year-olds. We need to convince the younger generation to drink Bordeaux.”
Wow. Why not try to interest “the younger generation” in Depends© ?
To understand where Bordeaux went wrong in America, let’s break down this comment from Cos d’Estournal’s director: “Bordeaux forgot to speak to one or two generations of sommeliers in the United States, and naturally the share of Bordeaux wines in restaurants dropped dramatically.”
I don’t think Bordeaux stopped “speaking” to somms, I think that somms just didn’t like what they were hearing. They didn’t like the prices they were forced to inflict on their customers. They didn’t like the rigid formalism that surrounds every sip of Bordeaux with the solemnity of a Papal audience. Their own lifestyles (the somms, I mean) were seriously at odds with Bordeaux’s regalism. Somms tend to be edgy, young and urban. They like to find new things that are off-the-beaten path, which they can then share with their customers. Bordeaux may be many things, but it isn’t edgy or off-the-beaten path.
I suppose Bordeaux’s chief selling point these days is that it’s not California Cabernet! Oh, the irony. The Post article cites a New York somm who showed some Bordeaux to her staff members, “all in their 20s.” The experience was “eye-opening,” the somm said, explaining that the staff was “shocked” to find the wines so much more “interwoven and integrated” than “powerful California Cabernets.”
To think that Bordeaux has come to this: “We’re not California.” !!! Twenty years ago Bordeaux barely deigned to acknowledge Napa Valley’s existence. Now Napa has become the focal point against which conversations about Cabernet are conducted–the way Bordeaux used to be. What goes around comes around, as they say.
All this is not to suggest that Bordeaux did anything wrong, or that it could have done anything else. Bordeaux is a victim of its own success. In an era where the issues of the 99% are at the top of everyone’s concern (in a bipartisan way), Bordeaux has been unable to shed its 1% image. Nor is it easily conceivable how it could do so even in theory. The best Bordeaux is necessarily expensive and will remain so. Ordinary Bordeaux is more affordable, but it’s also less good, and there’s no compelling reason for an American to buy a $30 Bordeaux over an Argentine Malbec, Carmenere from Chile, Cabernet from Chateau Ste. Michelle, a sound Vacqueyras or Chateauneuf-du-Pape, Stellenbosch Syrah/Shiraz or any one of dozens of other world wines that frankly have more interesting stories to tell–and do not demand of their drinkers that they remove their caps before imbibing.