The quality of this world famous wine is being driven even higher with the innovation and inventiveness of a new generation of young winemakers
The Chablis wine region is experiencing a remarkable period of transformation, driven by a new wave of innovation, from younger winemakers, to those who have come from other wine-growing regions, to Chablis winemakers who have decided to market their own wines. This surge of fresh talent is revitalising the vineyards and bringing a wave of modern practices and ideas. Complementing this dynamic shift, the UK continues to be a major market for Chablis wines, with over 3 million bottles exported to the UK in 2023 . In addition, wine tourism is on the rise in Chablis with almost 500,000 guests enjoying its picturesque vineyards and extensive wine tourism offerings in 2023.
Dynamic winemakers drive innovation
As a region, Chablis is witnessing a transformative shift as a new influx of dynamic winemakers steps up to lead the region’s wine industry. According to the 2020 census, the ageing agricultural population in the Bourgogne-Franche-Comté region has paved the way for younger talents to emerge. Almost a quarter of estate managers and co-managers in Chablis are now under the age of 40 , signalling a promising future for the region’s viticulture. These youthful winemakers, who often bring international experience and advanced education, are poised to introduce innovative practices and invigorate the local wine industry.
The new cohort is not only revitalising the industry with fresh ideas but also championing sustainability and gender diversity. The number of vineyards in the Yonne region converting to organic farming has almost tripled from 242 hectares in 2019 to over 700 hectares in 2022, reflecting a strong commitment to environmentally friendly practices. Estates managed by individuals under 40 are nearly twice as likely to adopt organic methods compared to those led by older winegrowers.
Additionally, women are making substantial inroads, with 30% of estate managers or co-managers in Chablis being female . This transition is expected to spur growth in bottled wine sales and encourage new investments, ensuring the legacy of Chablis wine continues to thrive with a modern and progressive approach.
UK continues to be a major market for Chablis wines
The UK remains a pivotal market for Chablis wines, as the leading destination by volume and the second largest by value, surpassed only by the USA. In 2023, an impressive 3.06 million bottles of Chablis were exported to the UK, constituting 16% of Chablis’ total exports. The UK market shows a clear preference for Petit Chablis and Chablis, which together account for 83% of the volume, while Chablis Premier Cru and Grand Cru make up the remaining 17%. The enduring reputation of Chablis wines in the UK is further underscored by their prominent presence among French AOC white wines, with Bourgogne white wines representing 37% of this category’s exports.
The robust performance of Chablis in the UK is part of a broader trend in Bourgogne white wines, which make up 75% of Bourgogne’s exports to the UK, translating to 9.9 million bottles valued at 121 million euros. The Wine Intelligence report of 2023 highlights Chablis wines as the 9th best known and most purchased wines among regular UK wine consumers, a testament to their exceptional quality and appeal. With 53% of the UK adult population drinking wine at least once a month and 77% indulging weekly, the demand for high-quality wines like Chablis remains strong and is poised for continued growth.
Chablis: a premier wine tourism destination
Wine tourism in Chablis is experiencing remarkable growth, drawing visitors from around the globe to explore its renowned vineyards and charming villages. In 2023, Chablis and its surrounding villages welcomed almost 500 thousand guests who enjoyed a total of 978,005 overnight stays, with an average visit duration of 2 days. The Netherlands led in visitor numbers, followed closely by the UK, demonstrating the international allure of this historic wine region. Notably, 35.9% of tourists originated from abroad, highlighting Chablis as a key destination for wine enthusiasts worldwide.
Chablis offers an extensive array of wine tourism experiences, making it an attractive destination for oenophiles and casual tourists alike. Visitors can indulge in wine tastings, partake in wine-themed activities (eg. Cycling tours around vineyards) and enjoy gourmet dining at numerous local restaurants. The region boasts a variety of accommodations, from cosy bed-and-breakfasts to luxurious hotels, ensuring a comfortable and memorable stay. As wine tourism continues to gain popularity globally, Chablis stands out for its exceptional wines, picturesque landscapes, and rich cultural heritage, inviting travellers to immerse themselves in the unique terroir and traditions of one of France’s most celebrated wine regions.
As Chablis continues to evolve with its new faces at the helm, the region is witnessing unprecedented growth and recognition. The commitment to innovation and quality is evident in the increasing exports to global markets and the booming wine tourism industry. With 75% of Bourgogne’s exports to the UK being white wines and the significant rise in organic vineyard conversions, Chablis stands out for its progressive approach. The region’s allure as a premier wine tourism destination is further solidified by the influx of international visitors. The future of Chablis wine looks promising, marked by a perfect blend of tradition and modernity.
About the Chablis Commission
The Chablis Commission of the Bourgogne Wine Board manages the worldwide promotion of the wines of Chablis. Located only two hours from Paris, Chablis is the most northern of the five wine-producing regions in Bourgogne, Chardonnay’s birthplace. Chablis’ vineyards are composed of 14,495 acres spread-out in 417 maisons and domaines. Divided into four appellations (Petit Chablis, Chablis, Chablis Premier Cru and Chablis Grand Cru) these 100% Chardonnay based called for an invite to purity and minerality. With between 35 and 40 million bottles produced each year, Chablis wines represent a third of white Bourgogne offerings and export annually over 67%.
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