Château Malartic-Lagravière: Bordeaux Estate Courts Experiential Tourism & Hollywood Fame
GRAVES, FRANCE – Château Malartic-Lagravière, a prestigious Bordeaux estate whose wines grace the tables of Hollywood’s elite, is doubling down on immersive tourism, unveiling a new wave of experiences designed to attract a broader audience beyond conventional wine connoisseurs. The estate, recognizable by the frigate adorning its labels, is betting on the growing demand for ”living experiences” to bolster its brand and connect with visitors on a deeper level.
While wine production and sales remain the core of the operation, Séverine Bonnie, a spokesperson for the château, emphasizes the necessity of evolving with the times. “It is essential to open up,” Bonnie stated. “The profession is evolving.” The estate began actively developing professional wine tourism activities in 2017, and has seen consistent year-over-year growth in visitor numbers.
Beyond the Tasting: A Focus on experience
Château Malartic-Lagravière isn’t simply offering wine tastings anymore.Beginning in January, the estate will launch a series of family-amiable activities, including dedicated programs for children, all centered around its commitment to agroecological practices, particularly those showcased at the Malartic farm. “Visitors are no longer necessarily interested in tastings alone,they want to live an experience and our living spaces intrigue them,” Bonnie explained,highlighting the appeal of the estate’s unique environment.
This shift reflects a broader trend in the wine industry,where estates are increasingly recognizing the value of direct-to-consumer engagement and the desire for authentic,memorable experiences. The estate’s commitment to agroecology – a holistic approach to farming that emphasizes ecological harmony – provides a compelling narrative for visitors interested in lasting practices.
This weekend, the entire Château Malartic-Lagravière team – approximately forty people – will be mobilized for open house days, offering visitors a taste of what’s to come. Planned activities include oyster and wine pairings, and the opportunity to sample wines directly from the vat room, providing a behind-the-scenes glimpse into the winemaking process.
The estate’s success in attracting high-profile clientele, including Hollywood stars (as reported by Sud Ouest), demonstrates its existing brand power. However, the expansion into experiential tourism signals a long-term strategy to cultivate a loyal customer base and solidify its position as a leading Bordeaux destination.
