The Bourgogne Wine Board will continue its three-year communications campaign in Australia with the second chapter of the ‘Take a Closer Look’ campaign: inviting trade, media, and consumers to deepen their exploration of Bourgogne wines.
Building on a first series of events in Sydney in year one, Melbourne is in the spotlight for 2026 as the campaign encourages Australians to venture further off the beaten path, experience Bourgogne wines differently, and uncover the diversity that exists within and beyond the region’s most familiar names.
Building on a first series of events in Sydney in year one, Melbourne is in the spotlight for 2026 as the campaign encourages Australians to venture further off the beaten path, experience Bourgogne wines differently, and uncover the diversity that exists within and beyond the region’s most familiar names.
Take a Closer Look is billed as an invitation to reconnect with “the shared foundations of the Bourgogne wine range: emotion, experience, terroir, know-how and authenticity”.
Through tastings, trade activations, consumer events and more, the second year of the campaign creates opportunities to engage with a new generation of committed winegrowers and their iconic wines.
Through tastings, trade activations, consumer events and more, the second year of the campaign creates opportunities to engage with a new generation of committed winegrowers and their iconic wines.
The focus is on producers that are "reshaping perceptions of Bourgogne while remaining deeply anchored in their places of origin".
Australia is Bourgogne’s 14th largest export market by volume (17th by value).
Renewed growth is driven primarily by Crémant de Bourgogne (up more than 7% in volume and up 11% in value), alongside strong performance from white wines overall (up nearly 16% in volume and 4.3% in value).
Australia is Bourgogne’s 14th largest export market by volume (17th by value).
Renewed growth is driven primarily by Crémant de Bourgogne (up more than 7% in volume and up 11% in value), alongside strong performance from white wines overall (up nearly 16% in volume and 4.3% in value).
Chablis continues to stand out, reaching double-record levels with growth of 23.6% in volume and 22.4% in value.
At the same time, Village appellations from the Côte Chalonnaise and Mâconnais have doubled their export volumes (Villages from the Mâconnais was up by 110% in volume compared to 2024, and white wines from the Côte Chalonnaise up by 168%), while Mâcon wines are up 43% in volume.
At the same time, Village appellations from the Côte Chalonnaise and Mâconnais have doubled their export volumes (Villages from the Mâconnais was up by 110% in volume compared to 2024, and white wines from the Côte Chalonnaise up by 168%), while Mâcon wines are up 43% in volume.
“With the second year of Take a Closer Look, our ambition is to go deeper - to highlight the diversity of Bourgogne wines and show how accessible, expressive and relevant they are today," says Anne Moreau, president of the Bourgogne Wine Board's Communication Commission.
The Take a Closer Look campaign will offer a trade tasting and masterclass in Melbourne on June 2, a trade-only webinar training session in late July and the second edition of Chablis Week: a promotion of Chablis wines across select Merivale venues (date TBC).
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