Make It Iconic: Muses Behind the Excellency of French Gastronomy - La Cité du Vin (Bordeaux)

On October 15th, France revealed the latest face of its Make it iconic. Choose France campaign—and it’s not the type of face you may think. Introducing the Cité du Vin, a Bordeaux-based museum and event center focused on the cultural and living heritage of wine. The Cité du Vin joins a number of emblematic French icons that deeply represent the country’s values, including Nina Métayer (World's Best Pastry Chef 2023 by the International Union of Bakers and Pastry Chefs), Anne-Sophie Pic (the first woman in France to earn three Michelin stars) and Mory Sacko (Paris-born chef of Michelin-starred restaurant, MoSuke).  

Launched in 2023, Make it iconic. Choose France aims to promote the French spirit of creativity, humanism, and ever-curious nature on an international platform, particularly in the realms of tourism, culture, and gastronomy. Situated in the heart of the city of Bordeaux, the Cité du Vin offers a unique insight into the past, present, and future of the global wine sector, and continuously challenges the notion of reinvention and transformation through both its permanent exhibition and numerous cultural events.  

Through its permanent exhibition, the Cité du Vin retraces the history and diversity of wine in an immersive and inclusive way, engaging all five senses throughout visitors’ journeys. Additionally, the museum-cultural center also offers a variety of tasting opportunities, as well as houses numerous event spaces, shops, on-site restaurants, and more—all gathered in an iconic architectural masterpiece that simultaneously evokes the essence of wine, both through its vine-reminiscent shapes and unique location along the swirling waters of the Garonne.  

The audacity to look like no other: the unique architecture of the building perfectly illustrates the values of the Make It Iconic. Choose France campaign. 

Since opening its doors in 2016, the Cité du Vin has welcomed over 3 million visitors from around the world, providing each with a deep connection to the unique terroirs of France, as well as an eye-opening experience into its expertise across a broad platform of subjects (Art of living, History, geography, art, oenology, environment). Mirroring France’s diverse expertise in winemaking—ranging from its mastery of grands crus to its pioneering innovations in natural wines— the wide array of topics covered by the Cité du Vin showcases the country’s unparalleled ability to celebrate wine’s global cultural significance. It also highlights France’s deep-rooted savoir-faire and its enduring relationship with the art of winemaking across time. 

In honoring the cultural heritage of wine around the world, it only makes sense that the French state has elected the Cité du Vin to boast the same prestigious muse title as its top personalities, cementing its iconic influence in the world of French gastronomy abroad. Embark on a spectacular and sensorial journey through the world of wine yourself with a visit to la Cité du Vin today.  

Led by the French government, the Make it iconic. Choose France campaign aims to highlight French boldness and spirit of innovation, showcasing cultural and artistic vitality, tourism richness, French expertise, gastronomy, and national economic dynamism. 

La Cité du Vin is open daily from 10 a.m. onward, with annual closures from 22 to 28 January 2024 and 25 December. To book your visit, head to https://ticket.laciteduvin.com/en-GB/home