Bordeaux revives ‘Claret’ for new generation of drinkers

Bordeaux has launched an official new category called 'Bordeaux Claret' to attract younger drinkers and reverse declining red wine consumption in the region. The wines are light, low-tannin, unoaked reds made with short maceration, designed to be served chilled, and must meet strict sensory standards approved by independent tasting panels. The regulated 'mention traditionnelle' is effective from the 2025 vintage and was developed following consumer research across the UK, France, Belgium, Germany, China and Japan.