Rap music videos instead of wine tasting notes

Jean-Baptiste Duquesne, at the helm of the 35-hectare Château Cazebonne, is looking to shake up habits in the Bordeaux vineyard and modernise its image. His quirky new concept involves creating rap music videos to accompany his cuvées, replacing traditional tasting notes. The idea was born in September, right in the middle of harvest, when he suggested to Gab, a young rapper from Lyon, to set the various Cazebonne cuvées to music. The artist visited the estate to soak up the atmosphere, and then worked from descriptions provided by Duquesne, detailing grape varieties, vinification, and the intention behind each wine. The initial drafts were approved with just a few minor tweaks. Four music videos are already available on YouTube, with six more to come. A QR code on each bottle's back label leads directly to the corresponding video. For Jean-Baptiste Duquesne, this initiative is an original way to tell the story of his wines and break away from convention.