Bijou brings its award-winning Pinot Noirs to US consumers

After three years in the market, Bijou is meeting US demand for “elegant, sophisticated wines” with its Pinot Noir from high-elevation Languedoc sites.

Already well-known in the UK for its premium wines from the south of France, rosé specialist Bijou has steadily earned international acclaim over the last decade. Since 2022, the brand has sold its wines in the US, capitalising on consumer interest in the approachable yet elegant wines of southern France.

In July 2024, Bijou launched into ABC Fine Wine & Spirits, resulting in a 37.6% increase in sales by volume. The expansion means that the wines are readily available in both Florida and New Jersey, granting access to the most populous state on the eastern seaboard and to part of the Tri-State Area, the largest metropolitan economy in the world.

The US represents a strong opportunity for Bijou’s signature rosé and its recently launched Pinot Noir range. While US wine consumption has not surged in recent years, French imports seem to be steaming ahead. They increased by 29.4% by volume and 34.6% by value in the first four months of 2025 versus the same period in 2024. The trend presents an opportunity for premium producers, given exported French wines command the highest average price per bottle.

Pinot Noir also has strong potential in the US, with the grape ranking within the top five varieties shipped direct-to-consumer in 2023. The combined opportunities of French, premium Pinot Noir are clearly compelling for a producer such as Bijou.

That fertile ground for a premium French brand is not lost on its team. “Bijou’s southern French heritage and refined winemaking have resonated deeply with our US customers,” says Emily West, brand manager for Bijou. “Feedback consistently highlights a growing demand for elegant, sophisticated wines that seamlessly transition from the comfort of home to the refined setting of a fine dining restaurant, and Bijou delivers on both fronts.”

Carefully selected terroirs

The Languedoc, from which Bijou sources its Pinot Noir, does not have the fine wine reputation of, say, Burgundy or Alsace. That is, however, understandable, since the region is France’s largest wine-growing landscape. In fact, it offers an opportunity: selecting the very best terroirs can ensure a high-quality wine without super-premium costs.

Bijou has taken that approach by sourcing its Pinot Noir from Haute Vallée de l’Aude. This sub-region, nestled in the Pyrenean foothills, has some of the region’s highest vineyard, which sit between 450 and 500 metres in elevation.

The vineyards overlook the Languedoc’s fields and hills.

The vineyards show both Mediterranean and Atlantic influences, with a complex climate marked by cool nights, fresh breezes and a wide diurnal temperature range. These are ideal for late-ripening Pinot Noir, extending the growing season for complexity with losing finesse

Marked by the nearby mountains, the vineyards also have fine soils. The stony clay-limestone encourages deep roots, accessing a wide range of minerals and helping the wines to develop structure.

From such well-positioned vineyards, Bijou crafts two distinctive Pinot Noirs that are gaining ground in the US.

Perfect for the US market

Bijou’s best-selling range, Le Bijou de Sophie Valrose, takes its name from a campaigning 19th century vineyard worker who won better rights for the women behind the harvest. Its focus is on purity and finesse, with vinification and ageing in stainless steel to capture its elegant and silky character, avoiding the risk of overripe Pinot Noir from Mediterranean climes.

The wine has earned plaudits, with Patrick Schmitt MW describing it as “a pretty Pinot nose with sweet raspberry and a clear varietal character… impressive quality at this price point for a Pinot that truly tastes like Pinot.” No surprise, then, that New Jersey retailer Bottle King – recognised as a Wine Enthusiast Top 50 Retailer – sold out of the wine in just ten weeks.

Those Haute Vallée de l’Aude vineyards also give rise to Éminence de Bijou Pinot Noir, an oak-aged expression made with gastronomy in mind. The six months spent in a mix of large 100hl conical wooden vats and 365 litre French oak barrels from Nevers and Tronçais lend spice and subtle toast to complement the grapes’ black cherry character. That wine secured a Gold medal at The Global Pinot Noir Masters 2025, with Schmitt describing it as “a bit of a benchmark for Pinot Noir priced around £15”.

Given the quality on offer, dovetailing with a strong US market for premium French wine, West is confident that Bijou can thrive in the US, even in a challenging global market.

“American consumers are curious, adventurous, and increasingly focused on quality and provenance”, she says. “Southern France offers all of that, and Bijou is proud to be shaping this exciting new chapter for the region. With the addition of this noble variety, we see it as another string to our already successful bow – anchored by our passion and expertise in rosé.”