“Bordeaux n°12”: Bernard Magrez Targets Younger Generations with New Wine Brand

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.