Making mature wine fashionable again - how the 1855 classified growths are reconnecting with their consumers

70 years after it became official on 18 April 1855, the classification of 87 Médoc and Sauternes growths continues to be as much an authoritative reference point and safe-haven asset as a living differentiator for Bordeaux chateaux, as evidenced by its anniversary activities. These include a year-round tour by the owners and their wines to Michelin-starred restaurants in nine French towns and cities (Bordeaux, Lille, Lyon, Paris, Rennes, Strasbourg…) to engage with French consumers. “We need to meet enthusiasts to reconnect with them”, stresses Sylvain Boivert, director of the Médoc and Sauternes Conseil des Grands Crus Classés en 1855. The prestige dinners offer a valuable takeaway: “Mature wines epitomise the added value of Grands Crus. We know that back vintages are extremely popular and this has been confirmed”.

In Hong Kong, a different atmosphere awaited the anniversary celebrations during the city’s Wine & Dine Festival from October 23-26. Here, there was both a public celebration and a more select gala dinner. Although the Chinese market continues to decline, Boivert feels it is still important to explore opportunities. On November 6, the 170th anniversary celebrations returned to Bordeaux for a gala dinner during the annual Great Wine Capitals conference, which will be followed at the end of November by a trip to New Delhi. The 1855 classified Grands Crus Classés will travel to the French embassy to establish ties with local companies – the prospect of lower import duties continues to fuel hopes of a more open Indian market. Monaco, a more mature market, was the stage for a dinner on October 31 with the 60 local sommeliers in a bid to reach out to their customers. The anniversary celebrations will continue into 2026 when the 1855 Grands Crus Classés will take part in the opening evening of the 200th anniversary of Le Figaro at the Grand Palais in Paris.