To wine connoisseurs, Bordeaux wine is classic, long-lived and prestigious, but to new wine consumers, it might appear stiff and old-fashioned.
Bordeaux Wines (Le Conseil Interprofessionnel du Vin de Bordeaux) has also seemed to notice this. It launched the “Next Generation! Bordeaux 2.0” global campaign to revive the image of Bordeaux and appeal to next-generation wine consumers. The campaign’s slogan, “Old Vines, New Minds”, highlights the next generation of winemakers from Bordeaux, those who want to preserve their winemaking heritage with a modern approach.
The Hong Kong campaign began on 1 November with the month-long Restaurant Week. A local twist was added by featuring four real-life characters from different walks of life in Hong Kong – sommelier Dolphin Ip, professional skateboarder Luk Chun Yin, fourth-generation traditional Chinese restaurant owner Gigi Paulina Ng and contemporary dancer Joseph Lee. They all have their own unique characteristics, passions and drive, just like Bordeaux winemakers. More importantly, they are the next generation of Bordeaux wine drinkers.
Bordeaux Wines invites all wine drinkers to rediscover Bordeaux wines at some 60 participating restaurants. Julie Rambaud-Texier, Marketing Director of Bordeaux Wines, commented, “In Bordeaux, a new generation of winemakers is shaping the future of our region, offering wines that complement an existing range. Accessibility, sustainability, modernity... a Bordeaux for everyone and every occasion, that’s what we want to show consumers in Hong Kong. Our producers prove that Bordeaux has a lot more to offer to the next generation of wine drinkers and lovers.”
Participating restaurants cover a wide range of cuisines and styles, from local eatery Ser Wong Fun 蛇王芬, to Sichuan Lab 川流, to French bistro Bouillon, to Italian restaurant Da Filippo Trattoria. Brasserie on the Eighth at Conrad Hong Kong is offering a free-flow Bordeaux wine brunch, while SOMM at The Landmark Mandarin Oriental is featuring a three-course dinner with 90-minute free-flow Bordeaux wines. For the full list of restaurants and offers, please refer to this website.
In addition, Bordeaux Wines will also bring the unique Rediscover Bordeaux Wines pop-up store to HK wine lovers from 17 November–16 December at newly launched Central Market, in conjunction with Winelog. Customers can sample a next-generation Bordeaux wine flight at Winelog and browse over 80 Bordeaux wines at the shop next door. On weekends, there will be a series of guided tastings where wine fans can explore all these modern Bordeaux wines under the expert guidance of tutors from École du Vin de Bordeaux. Tickets can be purchased here.
Diners at Bordeaux Restaurant Weeks outlets will receive two “A Journey to Bordeaux” experience coupons valued at $250/coupon when ordering Bordeaux wines that can be redeemed at the pop-up shop for a personal introductory tour of next-generation Bordeaux wines and a tasting of three wines.
Bordeaux Restaurants Weeks is a satellite event of the Hong Kong Wine & Dine Festival, organised by the Hong Kong Tourism Board. Winelog is also one of the stops on the festival’s City Wine Walk. Bordeaux Wines welcomes all food and wine lovers to discover next-generation Bordeaux wines! #NextGenBordeauxHK
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