EDV retailer informational booklet

SELLING BORDEAUX

A Retail Sales Guide

2020

BORDEAUX TODAY THE BORDEAUX VINEYARD Bordeaux is located in Southwest France and is adjacent to the Atlantic Ocean.

Bordeaux’s 65 AOC’s are segmented by three waterways: the Garonne and Dordogne rivers and the Gironde, a 50-mile-long estuary flowing northward into the Atlantic.

The reputation of Bordeaux wines owes much to their diversity: the variety of soils, microclimates, and talented winegrowers, and the meticulous blending of world-renowned grape varieties, have made Bordeaux synonymous with quality and elegance.

THE PEOPLE

5,600 WINEGROWERS

THE TERROIR The largest French AOC vineyard region

300 MERCHANTS

273,792 ACRES

77 BROKERS

65 APPELLATIONS

29 COOPERATIVES 3 UNIONS

of planted vines

(AOC)

55,500,000 CASES Average annual production

TOP 5 REAS KEY SELLING POINTS

#1

QUALITY AND AFFORDABILITY

#2

THE BIRTHPLACE OF AMERICA’S FAVORITE VARIETIES

#3

Bordeaux sets the standard for quality. With an average bottle price of $20 and more than two thousand years of fine winemaking history, Bordeaux offers vast opportunity for consumers to trial wines of distinctive character at accessible price points.

DID YOU KNOW?

Only 4% of Bordeaux producers are classified growths.

Cabernet Sauvignon, Merlot, and Sauvignon Blanc are planted worldwide but have been cultivated and perfected in Bordeaux for centuries. The region’s unparalleled experience with these varieties makes Bordeaux the benchmark for customers who seek out these varieties.

DIVERSITY AND RANGE OF STYLES

Bordeaux’s range of styles are more diverse and exciting than ever: the reds are brighter, fresher and ready-to-drink at an early age; the dry white, rosé and Crémant offer exceptional quality and value; and Sweet Bordeaux pairs effortlessly with a wide range of foods.

Why we love Bordeaux...

18 Bottles Sold

Every Second

Around the World

U T M

SONS TO DRINK BORDEAUX

#4 #5

U.S. is a Top Export Market

NEXT GENERATION WINEMAKING Bordeaux embraces its younger generation of winemakers who are bringing curiosity, innovation and a modern approach while respecting the region’s tradition and heritage.

SUSTAINABILITY 65% of Bordeaux producers hold environmental certifications and uphold a collective commitment to sustainable winemaking. Look for the following logos which designate environmental certifications:

$

26M Bottles Sold in 2019

DIVERSITY IN STYLES GET TO KNOW BORDEAUX’S AMAZING RANGE OF STYLES Bordeaux has 65 designated appellations in total. This large region can be grouped into 5 main areas: Left Bank, Right Bank, Dry Whites, Sweet Whites, and Côtes de Bordeaux.

BORDEAUX RED BLENDS Bordeaux has perfected the art of the red blend over centuries. Modern reds from Bordeaux are brighter, fresher, and ready-to-drink earlier. The primary grapes of the Bordeaux blend add distinctive character.

MERLOT Plushness, Texture, Blue and Red Fruits

LEFT BANK reds typically possess a Cabernet Sauvignondominant blend

CABERNET SAUVIGNON Power, Rich Color, Tannin, Ageability, Black Fruits CABERNET FRANC Fragrance, Black and Red Fruits, Freshness

DID YOU KNOW?

Merlot is the most widely-planted variety in Bordeaux

RIGHT BANK reds typically possess a Merlotdriven blend

DRY WHITES & SWEET WHITES MERLOT

CABERNET

CABERNET

Bordeaux’s dry and sweet white wines offer exceptional quality and value. Like Bordeaux SAUVIGNON FRANC reds, the whites are also blends. Produced in 8 appellations, Bordeaux’s golden, late harvest styles range in flavor and taste profiles. These wines are excellent as an apéritif, pair perfectly with a wide range of foods and make lively cocktails.

SAUVIGNON BLANC Freshness, Liveliness, Aromatics SÉMILLON Mouthfeel, Texture, Ageability

THE U.S. is the No. 1 export market for dry white Bordeaux.

DID YOU KNOW?

Sémillon is the dominant grape variety in Sweet Bordeaux and Sauvignon Blanc is the dominant variety for dry white Bordeaux.

SAUTERNES & BARSAC include some of the world’s most age worthy and acclaimed sweet wines.

CÉRONS and LOUPIAC make accessible sweet and fruity white wines.

UP-AND-COMING: ROSÉ AND CRÉMANT DE BORDEAUX BORDEAUX ROSÉS are balanced and full of character. Customers can also expect top quality rosé at accessible price points made from classic Bordeaux variety or entirely from Cabernet Sauvignon and Cabernet Franc.

CRÉMANT DE BORDEAUX offers the quality of Champagne at a fraction of the cost. Known for its creamy texture, sales of this style have steadily doubled over the past three years.

PAIRINGS BY STYLE & REG

RED WINES

GION 1

Bordeaux AOP, Côtes de Bordeaux, Bordeaux Supérieur

SMOOTH & FRUITY

AROMAS: Strawberries Blueberries Violet Keeps for 1-5 years

Burgers

Serve 55 - 59°F

Salmon

Easy-drinking & affordable

Spaghetti

Soft Cheeses

Saint-Émilion, Pomerol, Fronsac (Right Bank - Merlot dominant)

2

Lamb

Parmesan

Chili

Mushroom Risotto

Steak

3

AROMAS: Cherry Raspberry Blackberry Cedar & Violet Keeps for 15-20 years

Serve 59 - 62°F

ROUND & STRUCTURED

Médoc, Graves, Pessac-Léognan (Left Bank - Cabernet Sauvignon dominant)

POWERFUL & INTENSE

AROMAS: Blackberry Blueberry Cinnamon Coffee Keeps for 5-50 years

Charcuterie

Steak

Serve 59 - 62°F Lamb

Duck

PAIR 1

Bordeaux AOP, Entre-Deux-Mers, Côtes de Bordeaux

VIBRANT & FRUITY

AROMAS: Lemon Grapefruit Peach White flowers Keeps for 1-3 years

Hummus

Sushi

Serve 44 - 52°F

Caesar Salad

Goat Cheese

Graves, Pessac-Léognan

Fish Tacos

Roasted Chicken

3

AROMAS: Apricot Pear, Peach Honeysuckle Hazelnut

Macaroni & Cheese

Thai Food

Keeps for 2-8 years

Serve 48 - 54°F

STRUCTURED & GENEROUS

Crémant de Bordeaux

VIBRANT & FRUITY

AROMAS: Lemon Hazelnut White flowers Keeps for 1-3 years

Scallops

Oysters

Serve 44 - 52°F Potato Chips

2

Dumplings

RINGS BY STYLE & REGION

DRY WHITE WINES

PAIRINGS BY STYLE & REG

SWEET WINES

GION

1

Bordeaux AOP, Bordeaux Supérieur, Premières Côtes de Bordeaux, Graves

SMOOTH & FRUITY

AROMAS: Grapefruit Pineapple Lychee White flowers Keeps for 2-5 years

Serve 48 - 54°F

Indian Cuisine

Figs

Ginger Bread

Spicey Pho

Sauternes, Loupiac, Sainte-Croix-du-Mont

Duck

AROMAS: Orange peel Honey Pear White flowers

Blue Cheese

Keeps for 2-5 years Turkey

Pumpkin Pie

Serve 48 - 54°F

2

UNCTUOUS & INTENSE

TALK

“

“I LIKE RED BLENDS AND MY BUDGET IS $20. WHAT’S A GREAT OPTION FROM BORDEAUX?” Bordeaux is the home of red-blends. I would recommend a Bordeaux AOP, Bordeaux Supérieur or Côtes de Bordeaux, for an entry-level Bordeaux.

“I LIKE TO DRINK DRY WHITES. WHAT WOULD YOU RECOMMEND FROM BORDEAUX?” If you’re looking for something vibrant and fruity, look to Entre-Deux-Mers.

A white from Graves or Pessac-Leognan will be more structured and generous.

“I AM A FAN OF SMOOTHER, MORE MELLOW REDS.” A red blend that is more Merlot-dominant will have the round texture you’re looking for: a wine from Bordeaux’s Right Bank (Pomerol or Saint-Émilion) or Côtes de Bordeaux are very nice choices.

“I LIKE MY REDS TO BE BIG, BOLD, AND TANNIC.” If you like bold, age-worthy wines, look to Bordeaux’s Left Bank. Bottles labeled Médoc AOP will be more budget-friendly, while smaller sub-appellations in the Haut-Médoc (Pauillac, Margaux, Saint-Julien, and Saint-Estèphe) will be in the premium price range.

TEST YOUR KNOWLEDGE!

Link to Survey Monkey

KING TO YOUR CUSTOMER

“I NEED A WINE FOR THANKSGIVING AROUND THE $20 MARK.” A vibrant and fruity Sauvignon-blanc based wine from Entre-Deux-Mers is a great aperitif to precede a multi-course meal. For the main dishes, a generous white from Pessac-Léognan or Graves or a medium-bodied red from the Côtes or Cru Bourgeois regions pair with a wide variety of foods, including turkey. For an unexpected Thanksgiving wine pairing, try a sweet Bordeaux.

“I’M LOOKING FOR A SWEET WINE - CAN YOU RECOMMEND A NICE BOTTLE FROM BORDEAUX?” If you’re looking for something smooth and fruity, look for a sweet wine from Premières Côtes de Bordeaux or Graves. For more unctuous and intense aromatics, I would recommend a bottle from Sauternes, Loupiac, or SainteCroix-du-Mont.

“

CAN YOU RECOMMEND THE BEST BORDEAUX TO GIVE AS A GIFT? Bordeaux has a range of styles that are excellent for gifting. Choose from any of the following depending on the receiver’s preference: Red: Left Bank: Haut-Médoc; Right Bank: Saint-Émilion Dry white - Pessac-Léognan Sweet white: Sauternes Sparkling: Crémant de Bordeaux

STAY CONNECTED THE BORDEAUX WINE SCHOOL With over 250 experts from all over the world, The Bordeaux Wine School offers educational workshops and training webinars targeted to on-and-off premise sales professionals. From the amateur to professional levels, The Bordeaux Wine School will guide you through the living heritage of Bordeaux.

1

SCHOOL IN BORDEAUX

1989

FOUNDED

250+

ACCREDITED TRAINERS

21

COUNTRIES

14,000+

STUDENTS TRAINED IN FRANCE IN 2019

85,000+

STUDENTS TRAINED WORLDWIDE IN 2019

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