Bordeaux Wines has launched the second year of its ambitious #JointheBordeauxCrew global marketing campaign, aiming to reshape perceptions of the historic French wine region by emphasizing its diversity, sustainability efforts, and modern appeal. The multi-faceted initiative combines high-profile events like the Bordeaux Experience in Tokyo and San Francisco with unconventional activations at music festivals and casual gatherings. The marketing initiative strategically targets younger consumers who may view Bordeaux as overly formal or inaccessible.
Bordeaux Wines’ #JointheBordeauxCrew global marketing campaign also emphasizes educational components, with the Bordeaux Wine School offering workshops and masterclasses to over 120,000 participants annually, while digital outreach through social media platforms provides behind-the-scenes content from winemakers.
The campaign notably highlights the French wine region’s environmental commitments, with over 75% of vineyards now holding sustainability certifications.
Image Credit: Bordeaux Wines