Wine magnate Bernard Magrez unveils “Bordeaux n°12”, a new wine brand aimed specifically at 20- to 35-year-olds.
Bernard Magrez, who owns several renowned wine estates across France, is launching a white and red wine under a new Bordeaux brand at the age of 89—this time with a clear mission: to appeal to Millennials and Gen Z. As reported by the French industry magazine Vitisphere, this brand is designed specifically for consumers aged 20 to 35, a generation increasingly turning away from wine.
For Magrez, one thing is essential: The wines must “go down smoothly and evoke emotions”—a priority for the entrepreneur from Bordeaux. Bordeaux n°12 Red, made from 60 percent Merlot and 40 percent Cabernet Sauvignon, is deliberately crafted to be light and low in tannins. Bordeaux n°12 White, produced entirely from Sauvignon Blanc, is characterized by a fresh a fruity profile.
Because younger buyers often choose a bottle based on its label, Magrez opted for an eye-catchy and colorful visual. The abstract artwork was created exclusively for the brand by American artist JonOne. Both wines are available in supermarkets for approximately 5 to 6 euro.
