Core Insights - Bordeaux is at the intersection of tradition and innovation, responding to global market fluctuations, climate change, and new consumer demands with a unified approach centered around the slogan "Join the Bordeaux Crew" [1][2][5] Brand Innovation - The Bordeaux Wine Industry Council (CIVB) launched a new brand slogan aimed at younger consumers, promoting Bordeaux wines as "young, easy to drink, and shareable" [2][5] - The "The Bordeaux Experience" event showcased innovative tasting formats, including cocktails made from Bordeaux rosé and white wines, and interactive games to engage participants [2][5] - CIVB aims to transform Bordeaux's image from a "high-end symbol" to an accessible "everyday partner" through diverse experiences and social media outreach [5][7] Market Adjustment - Bordeaux's wine exports to China peaked at 80 million bottles in 2017 but have since declined to 30 million bottles due to inventory digestion and demand shifts [9][11] - China is now the second-largest export market for Bordeaux bottled wine, and there is optimism for future growth as consumer education and market confidence improve [11][13] Climate Response - The CIVB is leading a comprehensive innovation in response to climate change, including adjusting cultivation methods and introducing drought-resistant grape varieties [14][16] - Bordeaux aims to diversify its grape varieties and has begun reintroducing indigenous old varieties while collaborating with research institutions for scientific support [16][18] Product Diversification - Bordeaux is expanding its product range beyond red wine to include white, sparkling, and rosé wines, with plans to introduce two new appellations by 2025 [19][21] - The region is adapting its winemaking techniques to meet modern consumer preferences, such as reducing alcohol content while maintaining flavor [21][23] Future Outlook - Bordeaux's transformation focuses on integrating tradition with contemporary lifestyles, ensuring the preservation of its terroir while becoming part of modern living [24]