With Australia now a top 10 export market by value for Chablis, the Bourgogne Wine Board (BIVB) has introduced a new campaign called “Take A Closer Look”.

Both Petit Chablis and Chablis will be spotlighted during the three-year campaign, alongside other white and red wines. While often regarded as expensive, BIVB will highlight hidden gems that are both accessible and affordable.

President of the Chablis Wine Commission of the Bourgogne Wine Board Jean-François Bordet said: “We’re excited to return to Australia with an engaging three-year communications program. Since the end of COVID-19, exports of Petit Chablis and Chablis to Australia have demonstrated remarkable dynamism, reflecting their appeal – and for good reason: they beautifully showcase the unique Chablis terroir, offering accessibility and charm that resonate with Australian consumers.”

Official Ambassador for Bourgogne Wines on the Australian market Andrea Pritzker MW added: “There is a huge amount of interest in the wines of Bourgogne amongst the trade and consumers here. In recent years, the increase in demand coupled with smaller volumes has seen prices soar across the region.

“As such, everyone is seeking good value wines to offer their customers and both Bourgogne and Mâcon plus a geographical denomination wines really deliver. Chablis and Petit Chablis have always been well received in the Australian market and are going from strength to strength in terms of appellation ‘brand recognition’. It’s wonderful to see these wines also featured within this campaign, as they pair so well with Australian produce.”

White wines are at the forefront of Bourgogne’s exports to Australia, representing 65% of all volumes exported to the market. Chablis, Petit Chablis and Bourgogne AOCs lead the way, with Chablis and Petit Chablis accounting for almost half of all white exports and 26% for the Bourgogne AOC.

As the 14th largest market for Bourgogne wines by volume and accounting for 90.5% of Bourgogne’s total turnover within Oceania, red wines make up another 26% of Bourgogne’s exports here, and again Bourgogne AOC comes out on top, representing two thirds of red wine shipments.

The three-year communications campaign will feature education sessions for trade professionals, media and consumers and aims to offer a deeper connection to the region and its winemaking heritage.

Renowned worldwide for its exceptional wines, Bourgogne is also home to a rich diversity of lesser-known appellations. At the forefront of this campaign are the lesser-known Village appellations – such as Rully, Monthélie, or Bouzeron – and Bourgogne and Mâcon plus a geographical denomination wines. 

President of the Bourgogne Wine Board François Labet said: “There is growing interest in lesser-known appellations like Bourgogne and Mâcon plus a geographical denomination in Australia. Notably, exports of the Mâcon appellation nearly tripled in 2023. The dynamic between Bourgogne and Australia is vibrant and evolving: the new campaign will definitely strengthen this.”

Campaign to tell 1000 stories

According to Labet, Bourgogne holds countless stories waiting to be told — woven through its wines, landscapes, and passionate winemakers.

He said Bourgogne and Mâcon plus a geographical denomination wines offer the perfect entry into these stories.

An introduction to the reality of terroir, these wines are gaining popularity in the Australian market, allowing consumers to step off the beaten paths, discovering wines such as Mâcon-Vinzelles or Bourgogne Chitry. Remaining accessible to today’s consumers while adhering to strict production conditions and precise plot delimitations, each glass embodies the unique complexities of its origin.

Throughout the campaign, other appellations will take centre stage: the lesser-known Village appellations. Names such as Auxey-Duresses, Saint-Véran, Givry, or Irancy represent just a small sample of the appellations being propelled forward by a dynamic new generation of winemakers. With exceptional quality-to-price ratios, these wines are an ideal choice for today’s consumers.

A preview of the campaign was held at Watersedge at Campbell’s Stores, The Rocks, NSW in late February, highlighting the differences in Chablis and Petit Chablis, driven by their terroirs.

Chablis wines are dry white wines produced from Chardonnay grapes, which are characterised by their purity, crispness, sophistication and minerality. Chablis draws its personality and character from a subsoil that is 150 million years old and was once a seabed, while the semi-continental climate allows the wines to attain a good balance between sugar levels and acidity.

The seabed formed two distinct sedimentary soil types: Kimmeridgian (clay and limestone), in which Chablis grows; and Portlandian (weathered limestone), in which Petit Chablis grows.

Chablis generally has a more mineral flavour, while Petit Chablis develops aromas of white blossom mingled with citrus notes (lemon, grapefruit) over a mineral base.

On 27 May 2025, a trade tasting, featuring an exclusive Bourgogne masterclass will take place; while from 29 September to 13 October, Merivale restaurants across Sydney will be running a Chablis promotion.

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