Bordeaux wine merchant aims to reconcile locals with their own wines: “People have almost forgotten they have real gems all around them”

Bordeaux wine merchant specialising in Bordeaux wines is not exactly a first but for newly-established merchant Arnaud Pecriaux, what may appear obvious is actually harder than it seems and requires enterprise. “It is so hard to succeed that it makes it even more necessary to take action” wrote classic French author Beaumarchais. Pecriaux opened his independent wine store – Crush, located at 61 rue de la Fondaudège in the centre of Bordeaux – this summer. As a wholesaler for the hospitality industry (ARPE Distribution) and rare wine merchant selling back vintages and classified growths, his range is predominantly Bordeaux. The region currently accounts for 66% of the 230 wine listings, excluding rare bottlings, rising to 80% in September.  

Pecriaux has deliberately chosen a name with modern appeal and a local rooting for his store. He focuses on organic and biodynamic wines along with bottle re-use. “My aim is to reconcile the people of Bordeaux with their own wines”, he claims in a press statement. It’s not just about Bordeaux bashing, but preconceived ideas that can be hard to shake off: “Too many people think that Bordeaux is expensive, old-fashioned or designed only for people with wine knowledge. And yet, the region is home to incredible diversity – there are young female winegrowers, wines that make a statement, natural or organic wines and honest wines”, stresses the 35-year-old wine merchant who is surprised that restaurateurs are not more chauvinistic towards the region.

“In my youth and throughout my career, I have travelled around quite a lot. I have spent a lot of time in the Loire and Yonne, particularly around Chablis. There, wines from Beaune on a wine list are almost classed as ‘foreign wines’! They have genuine local pride – it may be over the top but it is a deliberate choice. Here, people have almost forgotten they have real gems all around them”, feels Pecriaux.