Yesterday saw the event's official presentation to local politicians and professionals.
Financed by the CIVB, (inter-professional Bordeaux wine marketing board) and Bordeaux City Hall, this wine festival first launched in 1998, has become increasingly linked to the "cultural" image of wine in the region. For the first time the Union of Classified Growths - 132 wine properties amongst the most prestigious in Bordeaux, and the Great Classified Growths in 1855 of the Medoc & Sauternes - the top of the class - will be participating in the festivities.
Indeed the stakes have been raised as the festival's success will surely have a role to play as a step forward in Bordeaux's bid to become the European Cultural Capital in 2013. Part of the city was awarded Unesco heritage status in 2007 and Alain Juppé, Mayor of Bordeaux, together with Alain Vironeau, president of the inter-professional Bordeaux wine marketing board both realise the importance of conveying the image of Bordeaux wine as a cultural product. This is especially so in a region where wine making is the main economic activity and where new French laws designed to limit the consumption of alcohol spread the "sour taste of prohibition" : recent tribunal decisions state that internet is not a suitable medium of communication for alcoholic products and that a flattering article in the press could be considered as publicity.
In this light, it is not surprising that the organisers of the Bordeaux Wine Festival would rather have the event compared to the Venice Carnival than the Munich Beer Festival...
In addition to wine tasting at the kiosks which will stretch over 2 km along the river bank and represent over 80 different regional appellations, visitors are invited to attend a lecture on "Taste & Moderation" at the City Hall (27th June 10.30 am), to enjoy the magnificent Aquitaine National Orchestra's "Carmina Burana" opera in the Place de la Bourse (26th June) together with sound & light shows and firework displays throughout the week.
Approximately 350,000 visitors are expected.
A project to create a "Wine Embassy" in Bordeaux is also in the making - more details mid-July.
author C.Compadre
doc@sudouest.com