Opening of La Cité du Vin, 10th edition of the Fête du Vin on the quays, and the success of the Vinexpo show in Hong Kong: wine takes center stage this month in Bordeaux.
A sector of excellence and a cultural and festive product, wine now has its very own museum right in the heart of Bordeaux on the banks of the Garonne, the only place of its kind in the world, with its sights set on the future and new technology.
La Cité du vin: a world of culture and voyage
We’re there! After 3 years of work, Bordeaux’s La Cité du vin is finally open to the citizens of Bordeaux as well as the expected 450,000 visitors from around the world. The contemporary and bold architecture of this new “beacon” of tourism in a newly renovated district is already being compared to Bilbao’s Guggenheim Museum.
The Parisian architecture firm X-TU came up with the 55m high structure evoking wine swirling in a glass, the twisted growth of vines, and the eddies of the Garonne.
The scenographers from English firm Casson Mann dreamed up an immersive and innovative permanent tour, relying on digital and interactive technology (3D images, decor, circulating of scents…) and the help of the “travel companion”, the digital tool which accompanies the visitor.
The 8-floor building, of which four floors are open to the public, offers temporary exhibitions in an area of almost 700m² and a 35m² high viewing point with a unique opportunity to taste wines from all over the world.
On the second floor, the permanent tour is the heart of La Cité du Vin with its 19 stages. It is a journey across time and space in a discovery of wine in its cultural, civilizational, patrimonial and universal dimensions.
“It is the only place in the world where wine is 100% considered from a cultural perspective”, says Philippe Massol, Managing Director of the Fondation pour la Culture et les Civilisations du Vin, which manages the site.
A place to see and a place to visit, la Cité du Vin is also a vibrant space with its panoramic restaurant, wine tasting bars, auditorium and reading room.
The economic benefits appear promising, in the order of 40 million euros annually for the region and 250 direct jobs. For Bordeaux viticulture, it is also an opportunity to develop wine-tourism.
Bordeaux celebrates wine to boost wine tourism
The premier European wine-tourism festival with 400,000 to 500,000 visitors, the event Bordeaux Fête le Vin will celebrate its 10-year anniversary from 23-26th June.
“The tenth edition takes on particular importance with the inauguration of La Cité du Vin. It is a new asset, confirming Bordeaux’s place as the world’s wine capital”, says the Mayor of Bordeaux, Alain Juppé.
Rightly titled “Bordeaux, world capital of wine”, the event gives pride of place to ten foreign cities (the seven members of the Great Wine Capitals network, as well as the three cities hosting wine festivals: Hong-Kong, Québec and Brussels).
On a 2km stretch along the banks of the Garonne, the tasting of Bordeaux wine is the main focus of the event with a thousand wine growers and traders present.
Vinexpo Hong Kong to conquer Asian markets
The 7th edition of the Hong Kong Vinexpo show, which is held on alternate years with the one in Bordeaux, is a success with a growing attendance and a huge rise (+9%) in visitors from continental China, which has become the principal export market for Bordeaux wines.
(Sources: Press release, L’Usine Nouvelle, Sud-Ouest, Challenges)