Provence winegrower hives off part of his vineyard for enthusiasts to diversify his income

lain Blachon, who owns Domaine de la Bouvade in the Drôme area of Provence, has found a great way of diversifying his income. He is intending to pass over part of his vineyard to enthusiasts for one vintage. The process is handled by the MyViny app that he commissioned from a Grenoble-based company which allows wine enthusiasts to grow 12 vines of the varietal of their choice from their smartphone or computer.

For the first year, Blanchon divided up several blocks under the Côtes du Rhône Villages appellation into 40, 12m2 squares. For €500, the 2.0 winegrowers will choose 12 vines and remotely select the vineyard management techniques used for them. In conjunction with the other co-owners, they will be able to choose, for example, the best way to combat mildew or harvest the fruit.

“Every month, they will have to make at least two decisions. The head viticulturist and the head winemaker will provide them with several options”, explains Blanchon. Webcams will be installed in the vineyards and the winery and the new winegrowers will regularly receive samples of the estate wine that they will learn how to taste by video-conference with a sommelier. They will also be able to come and see their vineyard, try out the tools and choose their own label.

After 18 months, the staff at the winery will send them 6 bottles of their customised wine. Alain Blanchon has set a target of 150 participants for the first vintage and soon hopes to be able to lend 17 hectares of vines every year.