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FEATURES | Features

Art and Wine: Médoc 2022

Jane Anson, April 2022

by Karen Taylor

Art and wine have become the ultimate pairing, perhaps because both have the power to evoke emotion and mystery. Yet while artists have been inspired by wine since antiquity, Bordeaux winemakers did not turn their attention to art in a significant way until the 19th century, when they began calling upon renowned architects to build impressive châteaux to showcase their wealth and prestige.

The visual arts came later and in a decidedly more modest fashion: on wine labels. Reichsrat von Buhl  in the Pfalz, Germany, was the first to put an artist’s work on a bottle in 1887, but it was Philippe de Rothschild who firmly established the concept. The Baron was only 22 years old when he came up with the bold idea of asking graphic designer Jean Carlu to illustrate the label for the 1924 vintage of Château Mouton Rothschild.

At the time, the estate had just begun bottling its own wines, a radical departure from the common practice of selling barrels to négociants, who then bottled and sold the wine from their cellars in Chartrons. Not surprisingly, the négociant often figured more prominently on the label than did the estate. The young Baron decided it was high time to change that.

His initiative was ahead of its time, however, and was abandoned after three years—only to meet with huge success when it was revived after World War II. From 1945 to the present, many of the world’s most celebrated artists—Mirò, Chagall, Henry Moore, Dalí, Soulages, Warhol, Haring—have taken turns making Mouton Rothschild labels the most famous in the history of wine.

From California to Argentina
In the late 1960s and 1970s, California winemakers cemented the relationship between art and wine when they made painting, photography and sculpture integral parts of the new ‘winery experience’. Along with traditional tastings, visitors were treated to dramatic architecture and landscaping, art galleries, concerts, fine dining and other entertainment. Mondavi, Sterling and Clos Pégase were among the pioneers of this new wine tourism concept, which eventually spread to countries around the world, from Australia to South Africa to Argentina.

But not to Bordeaux. Why? Because it didn’t make commercial sense. Unlike other regions, Bordeaux does not sell much wine at the vineyard; nearly all of it is sold to négociants, who in turn sell to importers and distributors. Tourism was seen not as a valuable revenue stream but rather as an activity that would siphon time and energy from their primary goal, which was to make the best wine possible.

Attitudes have evolved considerably over the past two decades, with the realisation that image is all-important in what has become a hugely competitive industry. Pre-pandemic, nearly 2 million tourists visited Bordeaux annually, and an ever-increasing number of châteaux now offer various combinations of tastings, tours, lodging, dining, cultural attractions, golf and all manner of other activities.

The result is that there have never been more options for the art lover (and collector) visiting Bordeaux. Châteaux that have been showcasing art for decades have been joined by others throughout the region, creating an array of permanent and temporary exhibitions, sculpture gardens, installations, artist residencies and site-specific commissions. Rarely though are these initiatives part of a business plan; instead, they tend to take root organically, complementing and expressing each estate in ways that are as diverse as the wines themselves.

Art among the vines
Almost no châteaux have dedicated art spaces, preferring instead to exhibit art throughout the buildings and grounds of the estate, adding an unexpected charm to any visit. Offerings range from high-brow (Château Lafaurie-Peyraguey’s opulent celebration of crystal maker René Lalique) to whimsical (Château Smith-Haut-Lafitte’s 10-acre “Forest of the Senses” with its poetic installations) to quirky (Château La France’s 40-foot-tall stainless-steel rooster by sculptor Georges Saulterre).

The one common denominator is that nearly all the art is contemporary, driving home the message that while Bordeaux may be a region of great history and tradition, it has always been and remains today a region of constant change and innovation.

An edgy example is Château Cantenac Brown, which is redefining the concept of the eco-friendly cellar by building a structure made entirely from compressed clay, sand and other natural materials. In anticipation of the 2023 opening, the château has commissioned artist David Popa to create an ephemeral fresco on the grounds of the estate. Using only natural pigments, this large-scale creation will wash away with the rain—but not before it is saved by an NFT.

Château Haut-Bages Libéral is also breaking new ground, engaging in agroforestry practices that involve planting trees among the vines to increase biodiversity. In 2020, the château launched CERES, a new cuvée made from an eight-hectare plot that uses this technique. To highlight the iconoclastic nature of this initiative, the château commissioned a special label by artist François Houtin, renowned for his exquisitely detailed prints of utopian gardens. The result is an enchanting vision of grapevines climbing up the trunk of a great oak tree.

While these and other châteaux turn to art to support public relations or marketing efforts, many showcase artists for personal or philanthropic reasons. Château Lynch Bages is one of several whose motivations have been mixed.

Family business
Owner Jean-Michel Cazes relates that the first exhibitions he hosted back in the 1980s were in response to a request by a philanthropic organisation that wanted to give young artists visibility. “Thanks to my father, I already had a taste for art,” he says. “So we didn’t hesitate to lend our support.” A few years later, he began commissioning artists to create works inspired by each vintage that were used in advertising campaigns, and partnered with the prestigious Galerie Lelong in Paris to exhibit works by emerging artists, at no cost to the gallery or the artists. He further supports featured artists by buying at least one of their canvases, many of which are now displayed in his home and throughout the château buildings.

As is the case at many Bordeaux châteaux, the public may view these works free of charge. The benefits of these ventures turn out to be many. David Suire, Director of Château Laroque, notes that it means a lot to vineyard workers when resident artists spend time with them, curious to find out how their particular job contributes to the identity of the wine. And Philippe Blanc, Managing Director of Château Beychevelle, says that hosting these exhibitions is something of a guilty pleasure, given that he and his team get so much personal enrichment out of their interactions with artists and their creations.

Céline Villars-Foubet, who with her husband has built an extensive collection of contemporary art at Château Chasse-Spleen, says that winemaking, like artistic creation, requires “a true sensitivity, precise and meticulous work, with connotations that are a bit cultural, hedonistic, sensual.”

For Jean-Michel Cazes, there is another important similarity: “When I look at the Tàpies painting hanging in my office, I don’t totally understand it, but I don’t try to explain it either, I’m just happy to look at it. The same is true for wine. I don’t try to analyse it. I’m not trying to figure out if it tastes like blueberries or whatever. If it makes me happy at the moment I am drinking it, that is enough for me.”

Main photo is Château Malromé

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