Iconic names reach across the Bordeaux divide

Bordeaux is a tale of two wine markets: the top end is perceived as expensive and rare, luxury wines destined for privileged collectors. But, these classified growths, or their equivalents only represent about 5% of Bordeaux production (although 20% of the value). On the other hand, the vast majority of Bordeaux is affordable, offering value for money and increasingly consistent quality. This silent majority remains all too often overlooked, even by the trade.

The leaders take the spotlight, especially in export markets, giving Bordeaux an image of inaccessibility. They should be a locomotive for the wines of the region, but the magic hasn’t always filtered down. Four iconic Bordeaux names are rising to this challenge, determined to make a difference, putting their notable weight, experience and resources behind an initiative that reaches across this divide.

Solidarity

Created in 2024 by Châteaux Cheval Blanc, Lafite Rothschild, Petrus and Yquem, Vignerons AVenir is a voluntary initiative aimed at boosting young, dynamic winemakers across the region. For the 2025 vintage, each property mentored an up-and-coming winemaker, making the competence and experience of their teams available to the mentees for a whole year.

After a rigorous selection process, each partnership was created to work towards a specific goal or project of the mentee. Leading Bordeaux wine consultant Stéphane Derenoncourt, known for championing young winemakers, also volunteered his time and technical expertise. He underlined that today, it’s not enough for a winemaker simply to make great wine; they must be, and do, so much more: a grower, a communicator, a manager, a sales force – it’s a lot for one person or even for a small family team.

That’s where these larger properties can help. They have specialists with expertise in each area, not only in production. They also have an a broader, longer-term vision, so valuable for a small company with its head down in day-to-day tasks and decisions.

The candidates were chosen for the economic viability and originality of their projects, their environmental criteria and commitment to ongoing evolution, as well as their contribution to the image of Bordeaux wines. This was not to be a one-off, but a launching pad to support talented and ambitious small craft winemakers.

The chosen few

Fabien Lapeyre, vigneron at Château Lapeyre, was mentored by Château d’Yquem. Also, in the Entre-Deux-Mers Étienne and Antoine Carteyron of Château Penin were mentored by Château Petrus. Guillaume Pouvaret of Château Grand Maison in Bourg was mentored by the team at Château Cheval Blanc and Mathieu Eyheramouno of Château Prieuré de Byzac in the Haut-Médoc by Château Lafite Rothschild. Mathieu Eyheramouno found the experience to be an accelerator: ‘thanks to their advice and experience, we achieved in six months what would otherwise have taken at least 18 months’.

Château Penin’s red vines are dominated by Merlot, so you can imagine their pleasure at being selected by the most iconic Merlot in Bordeaux. Together they worked on defining the ‘aesthetic’ of their wine, starting in the vineyard and finishing with the winemaking. Antoine Carteyron explained how the Petrus team “helped us create a detailed technical itinerary from vineyard to cellar, looking at soil management, intra-plot selection right down to the clones of each variety through massal selection”. They also worked together on winemaking, focusing on precision, tasting together, helping with the harvest date and even lending technical equipment. “They really committed, generously bringing both time and technical expertise. They reinforced some of our intuitions but, through their scientific approach, explained what would and what would not work”.

Guillaume Pouvaret of Château Grand Maison underlined the almost daily support given to their project by the Cheval Blanc team.

Better together

These ‘Grands Châteaux’ committed to at least 50 hours of face-to-face time throughout the year, free of charge, and a minimum of a monthly meeting. Such was the enthusiasm for sharing their skills and experience that this ended up being far more: they were totally invested in helping young winemakers. Try and find some of the these wines in the 2025 vintage when they come to markets in a year or so. 

Call for candidates

If you are a talented Bordeaux winemaker, either already well established or just starting out, and you need help with a viable and ambitious long-term project, apply now for the 2026 vintage. They are looking for projects that are unique and that contribute to the dynamism and positive image of Bordeaux. It could be for a new product or product range, or diversification in viticulture or winemaking.

Candidates should also be environmentally engaged, with a continued desire for improvement. The successful candidates will be mentored from April 2026 to April 2027, covering the full viticultural year, winemaking and ageing. Sign up now!

Places are open until 15 March. Dossiers will be studied and pre-selected in April, when the selected candidates will be invited to present their projects in person, with the winners for the 2026 vintage announced at the end of April. This is a fantastic initiative, but the 2025 cohort was very male – and there are so many dynamic women in wine in Bordeaux. Ladies, you have until 15 March to enter the fray! Whoever you are, don’t leave it to the last minute – there’s a lot to think about if you’re in it to win it.

More details at Vignerons AVenir

If you know anyone who really should apply, do forward this to them. If you want to know more about what’s going on behind the scenes in Bordeaux sign up here to be sure not to miss future blog posts.

The title photo from left to right  : Antoine Carteyron, Chateau Penin, Mathieu Eyhéromouno, Château Prieuré de Byzac, Fabien Lapeyre, Château Lapeyre, Guillaume Pouvaret, Château Grand-Maison, Etienne Carteyron, Château Penin 

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