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AOC Bordeaux invests €4 million to re-launch its tourism facilities

By Vitisphere January 28, 2021
AOC Bordeaux invests €4 million to re-launch its tourism facilities
From Sauternes to Libourne, tourism projects are currently burgeoning in Bordeaux. - crédit photo : Planète Bordeaux

alfway between the Cité du Vin in the centre of Bordeaux and the UNESCO-listed vineyards of Saint-Émilion, the tourist centre of Planète Bordeaux is hoping visitors who travel to the wine regions will come to Beychac-et-Caillau. More than just visitor attendance, though “over twenty years after it was established, a thorough revamp had become essential”, said the Bordeaux and Bordeaux Supérieur producers’ organisation in a press statement.

Chaired by Stéphane Gabard, the board of directors at Bordeaux’s leading appellation, accounting for 55% of the area’s vineyard acreage, approved the rehabilitation and redesign project totalling 4 million euros over the next three years on 15 December 2020. “The economic situation is dissuading some winegrowers from investing. We take a different viewpoint and feel that when things are challenging, funds must be allocated to secure exposure”, said Gabard, advocating the creation of “an experience venue” for the public.

Aiming to improve visibility for Bordeaux wines and their producers, Gabard stressed that the regional organisation must think about ways of tackling the post-crisis period: “We cannot just reduce production potential, we must make our appellation noble again. This is not the place for rebooting sales, but we need a showcase that boosts our visibility and appeal among visitors and opinion leaders”.

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