For several years now, the wine world has been going through a deep crisis. Falling consumption in many countries, economic uncertainty, inflation, changing eating habits, international competition and geopolitical instability: the whole sector has been weakened.
In Bordeaux it is even more visible. Our region, which long embodied French winemaking excellence, sometimes finds itself at the heart of recurring criticism. Some even talk of "Bordeaux bashing".
What is "Bordeaux bashing"?
It is the tendency, in the media and among some enthusiasts, to criticise Bordeaux wines systematically: prices seen as excessive, an elitist image, dated marketing. Behind the caricature lies a more complex reality. The Bordeaux vineyard remains one of the most diverse in the world, made up in the great majority of small family estates that have nothing to do with the classed growths in the magazines.
At Mille Roses, Sophie and I, winegrowers in the Margaux and Haut-Médoc appellations, are living through this period clear-eyed. But we fully intend to win back a few slices of the pie that kept us going for so long.
Why we left the comfort of the barrel
After many years of ticking along with a solid customer base, we picked up the torch to shine it further afield. Because sitting on my barrel, I have yet to see an importer turn up out of the blue.
So we are on the move. Out to meet our customers, and above all trying our hand at prospecting internationally.
A dozen countries in two years
Since the start of 2025 we have taken part in professional wine tastings in a dozen countries:
- Denmark, Sweden, Norway, Finland, Estonia
- Germany, Austria, Czech Republic
- Greece, Italy, Spain
- and even, more recently, Uganda and Cameroon
Our efforts are not paying off everywhere yet. The contacts are there, though, and that is already a great deal.
Fortunately, we still have good trading relationships with established markets: USA, Canada, Belgium, Switzerland, United Kingdom, Hong Kong, Japan and China. Sometimes in small quantities, sometimes not directly through us.
Alongside that, we work with a few merchants we respect, each in their own catchment area, so that everyone is rewarded for their efforts. And of course a fine team of wine shops and restaurants in France. Not forgetting our private customers, with whom the moments spent in the shade of the cellar remain fascinating exchanges.
What has really changed in the wine world
The global wine sector is facing deep-seated shifts. In many countries, consumption is falling. Younger generations drink differently: they turn to other beverages or save wine for more occasional moments.
At the same time, international markets are becoming more competitive. Every region now has to explain its identity, its practices and its values. Making a good wine is no longer enough. Let us tell its story, share our expertise and build a bond of trust.
That is exactly what we try to do every day. Our ambition is not only to sell a bottle. We want to share a story, a heritage, a passion, and above all an adventure.
Why buy from an independent winegrower?
Choosing a bottle directly from an independent winegrower is much more than a purchase. It is supporting a craft, a place and a family that takes charge of everything from the vine to the bottle. Every purchase funds artisanal work rather than a brand, with full traceability and a direct link to the person who made the wine.
Behind the scenes too, when they are less flattering
We believe in it, but the road is full of pitfalls. Between the dodgy tastings, poorly attended or badly organised, and the ones that are outright rigged, the surprises are sometimes hard to swallow. We could tell you a few stories, to be honest.
But we have to go out and meet the world and leave Mille Roses behind for a while. It will pay off in the end, and it will enrich us with fine encounters along the way.
Our bet for what comes next: transparency
Sophie and I are making our communication a little more professional. Our new website, this blog and social media are the tools we want to use better to talk about ourselves and to be transparent.
In this particular period, we want to thank everyone who keeps putting their trust in independent producers: loyal customers, wine shops, restaurants, distributors and visitors. Every bottle chosen from a winegrower supports a craft, a place and a way of working the land.
Next time you open a bottle, ask yourself who made it. And if you feel like it, push open the door of an estate rather than that of a supermarket aisle: that is where the adventure begins.
Right then. Avanti!
David.
