Philippe Massol, General Director of the Cité du Vin, on why anyone in the world of wine needs to find time to visit and explore the Cité du Vin.
What was the overall objective of La Cité du Vin when it was created?
When we started this project, we wanted to give Bordeaux something it didn’t have – a location dedicated to wine. Although Bordeaux was known for its wines all over the world, there wasn’t a place really dedicated to wine in the city centre. We chose to focus on the culture of wine. We’ve always kept this objective in mind both when developing the project and in the first three years since it has been open.
LA CITÉ DU VIN IS LIKE OPENING THE DOOR TO VINEYARDS ALL OVER THE WORLD, INCLUDING BORDEAUX
La Cité du Vin has become one of the places you can’t miss in Bordeaux. How have you achieved that?
The keys to our success have been the diversity of our content and the quality of the activities we offer our visitors. It’s, at the same time, a cultural facility, a tourist site and a place to share with Bordeaux residents. Between the permanent exhibition, the temporary ones, the tasting workshops and the cultural events, there is always something going on at La Cité du Vin.
You have partnerships with about 50 wine regions in the world. How do you work with the global wine industry to promote La Cité du Vin?
Our partners are our best ambassadors! Since the beginning of the project, it was clear for us that La Cité du Vin should be a place where wines from the whole world should be re-presented. That’s why we decided to establish partnerships with different regions. La Cité du Vin is an exceptional showcase for them, and they are proud to promote it.
You have also become a major tourist attraction for overseas visitors. How have you achieved that?
In recent years Bordeaux has become recognised as a trendy tourist destination. Many magazines, travel guides have put Bordeaux at the head of their rankings for key places to visit. It is also a city internationally known for its wines. So, it’s no surprise that visitors coming from all over the world also want to know more about wine. That’s what we offer them. La Cité du Vin is like opening the door to vineyards all over the world, including Bordeaux. Whether you’re already a wine lover, an expert or just curious, there is something for you to enjoy.
Photo: Philippe Massol General Director, La Cité du Vin