In Gironde, the unlikely marriage of wine and rap

By Vincent Trouche

Jean-Baptiste Duquesne, winemaker at Château Cazebonne in Saint-Pierre-de-Mons, came up with the idea of pairing wine with rap to present his bottles. A QR code on the label allows consumers to discover the story of the wine through rap videos by the artist Gab. This approach aims to reinvent the way wine is presented, stepping away from traditional technical sheets and the established conventions of the wine world. The winemaker is also known for his involvement in the Bordeaux Pirate collective and the revival of ancient grape varieties.

Château Cazebonne, led by Jean-Baptiste Duquesne in Saint-Pierre-de-Mons, is innovating by presenting its wines through rap music videos. A QR code placed on the bottle labels links to short videos in which Lyon rapper Gab sets out the history and distinct characteristics of each cuvée in rhyming verses. The aim of this collaboration is to make the story of wine more accessible and less formal, with the winemaker keen to break away from technical sheets that he considers tedious. Jean-Baptiste Duquesne, a former digital professional and self-confessed creative, discovered Gab on the internet and was won over by his personality. Several mini-clips have already been shot, and others are planned. The winemaker is considering working with a different artist each year, exploring various forms of storytelling for his wines. This initiative is part of a broader philosophy of freedom and non-conformism, as reflected in his involvement with the Bordeaux Pirate collective, which rejects appellation conventions. Beyond this original pairing with rap, Jean-Baptiste Duquesne is also a staunch advocate for the forgotten grape varieties of Bordeaux. He has published a book on the subject and is working to reintroduce these varieties to his estate. His ambition is to rediscover the region's historic viticultural diversity and ensure that every bottle opened tells a unique story to the consumer.