Take the time to travel to unusual regionsby Barry Smith / September 18, 2014 / Leave a comment
Published in October 2014 issue of Prospect Magazine
You’d be forgiven for thinking that wine tourism would centre on the world’s most celebrated winemaking regions—but you’d be wrong. Visitors travelling to the Médoc in Bordeaux drive past the locked gates of legendary properties in Pauillac, Saint-Julien and Margaux, disappointed to find that there is little for them to see or experience there. Concerned about this situation, Jean-Michel Cazes, owner of Château Lynch-Bages, built the faux village, Bages—a town square complete with tabac, boulangerie and bistro where you can order wines from his many properties. Designed to give tourists a feel for local life and a place to sample local produce, it ends up creating an uncanny feeling, as if one was on a stage set. At the other end of the scale, the prosperous town of Saint-Émilion is bristling with overpriced wine shops, whose proprietors try to lure you in to buy, not to taste, their wares—not an ideal location for preserving the romance of wine.
California is a major player in wine tourism, which has been vital for Napa Valley and Sonoma. Yet even here, the experience can feel a little forced. California was making good wine long before the rest of the world knew it. So, gamely, the properties set out to promote and welcome people to their wine culture through organised tours and tasting spaces. You pay a fee, taste selected wines while being told what you should think of them and exit through the gift shop. Such organised marketing does not always translate into a good visitor experience.