Bordeaux Claret goes fridge-friendly in a new Burgundy bottle in a bid for revival

resented at Wine Paris, eleven ambassador labels encapsulated the revival of the traditional Claret statement for red Bordeaux appellation wines. They sparked “a great deal of interest and curiosity”, commented Stéphanie Sinoquet, director of the producers’ organisation. Officially endorsed last summer in the appellation’s production specifications, the new style does not mark the advent of a new appellation, but rather a new framework for a traditional statement deeply rooted in Bordeaux’s wine heritage.

“The aim is to revive an age-old style of fresh, fruity Bordeaux and its historic name, coined by the English in the 12th century”, Sinoquet explains. While not all 2025 Bordeaux Clarets are yet ready for release, “many companies are already opting for Burgundy-style bottles to distinguish them from classic Bordeaux, capture the spirit of stylistic renewal and appeal to younger distribution channels”, adds Sinoquet.

Although visitor interest was clearly piqued at Wine Paris, Michel-Eric Jacquin, chairman of the Bordeaux producers’ organisation, remains cautious: “This is not where we will find out whether Claret is successful or not”. He believes that “consumers will tell us that in a few months’ time when they place bottles on their tables, or not. The consumer decides”. To help the decision-making process, the organisation will showcase its eleven ambassadors at upcoming trade shows such as ProWein in Düsseldorf and Vinitaly in Verona. Whatever the commercial outcome, the initiative at least reflects a shift underway in Bordeaux.