Burgundy wine producers target Australia

Wine producers from Bourgogne (Burgundy) are targeting Australian consumers, perhaps a wise move given the tariff madness going on in the US.

The Bourgogne Wine Board (BIVB) has announced its return to the Australian market, introducing the concept of “Take A Closer Look” and inviting Australians to take a fresh look at the region’s iconic wines.

While high-end Burgundies can be frighteningly expensive, the campaign will aim to promote more affordable options, including wines from Chablis and the Macon region.

A three-year communications campaign will feature initiatives with trade professionals, media, and consumers, who will be able to explore what defines Bourgogne wines, offering a deeper connection to the region and its winemaking heritage.

Renowned for its exceptional wines, Burgundy is also home to a rich diversity of lesser-known appellations including Rully, Monthélie and Bouzeron.

Petit Chablis and Chablis will also be in the spotlight, with consumers invited to rediscover these already well-loved wines from a fresh perspective.

Austraiia is currently the 14th-largest market for Bourgogne wines by volume.

White wines are at the forefront of Bourgogne’s exports to Australia, representing 65% of all volumes exported to the market.

“There is growing interest in lesser-known appellations like Bourgogne AOC and Mâcon," says François Labet, President of the Bourgogne Wine Board.

"Notably, exports of the Mâcon appellation nearly tripled in 2023. The dynamic between Bourgogne and Australia is vibrant and evolving: the new campaign will definitely strengthen this.”