Burgundy Recasts Its Wine Message for Younger Drinkers

The Burgundy wine industry is changing the way it speaks to younger adults as it tries to win back consumers ages 25 to 40, a group that has been drinking less wine and is harder to reach through traditional marketing. In Saône-et-Loire, a key part of the Burgundy vineyard that includes the Mâconnais and several regional appellations, the Comité des vins de Bourgogne is shifting its message away from a narrow focus on technical details and toward everyday uses, emotions and social occasions.

The move comes as wine consumption continues to decline in France and the industry’s core customers grow older. Burgundy producers and marketers are responding by trying to make wine feel less formal and more connected to ordinary life. Instead of leading with terroir, grape varieties or production methods, they are increasingly presenting wine as part of a meal with friends, a casual gathering or a simple moment at home.

That does not mean the region is abandoning its heritage. The communication strategy still emphasizes Burgundy’s terroirs, its Climats and its long-established know-how. But those elements are now paired with a more direct and accessible tone aimed at younger adults who are more likely to engage with short videos, social media posts and digital campaigns than with traditional wine advertising.

The new approach has already been used in campaigns in France and Britain. Those efforts highlight relaxed settings, shared experiences and wines as part of everyday social life rather than as products reserved for formal tastings or special occasions. The goal is to reposition Burgundy not only as a wine region but also as a cultural brand with emotional appeal.

Digital platforms are central to the effort. The industry is investing in social media content, short-form video and collaborations with influencers who speak to younger audiences. These partnerships are meant to make Burgundy wines seem more approachable while keeping the region’s image tied to quality and authenticity.

The strategy also extends beyond marketing into tourism. In Burgundy and Saône-et-Loire, wineries, cellars with official labels and immersive visitor experiences are being used to connect tasting with culture and travel. The idea is to give younger visitors a broader experience that links wine to place, history and leisure.

Industry officials say the shift is already showing signs of reaching younger publics. Traditional wine events in Burgundy, including some vineyard festivals, have seen more young adults attending. For the region, that matters because it suggests that a less technical, more experience-driven message may be helping rebuild interest among consumers who have drifted away from wine.

The challenge now is to keep that audience engaged without losing what has long defined Burgundy: its reputation for precision, origin and tradition.