Can a centuries-old wine region learn new tricks? Bordeaux is undergoing a major effort to keep up with changes in drinking habits and in the climate. We’ve personally seen these modernization strategies on display at Wine Paris 2026 and this past week, at the TEXSOM Conference in North Texas.
Some recent changes revolve around wine styles. There’s been a big increase in Crémant de Bordeaux (sparkling) production and a push to revive the Claret (light red) category. Packaging is also evolving: lighter bottles, brighter colors, and sometimes even screwcaps.
But one of the most overarching messages Bordeaux wants wine consumers to hear is centered around price. Many new drinkers think of Bordeaux only in terms of the famous First Growths–and therefore, as something expensive and collectible.
The Bordeaux booth at TEXSOM was pouring wines from smaller producers, showing that quality can be found outside of the well-known estates. Retail pricing was proudly on display, helping to make the point that $20-$30 is often enough to buy a bottle that you’d be happy to drink and to pour for friends.
Many such reds came from the Right Bank satellite regions, including today’s #MerlotThursday wine, the 2022 Château Tour Bayard.
The Wine Fairy was running around like crazy all week, stepping into my first Media Team assignments at the TEXSOM Conference. But I still made time for Merlot!
This bottle from Montagne Saint-Émilion stood out for its bright floral aromas and perfectly ripe cherry fruit spiced up with a touch of cinnamon bark. Sand-like tannins add some textural interest before it relaxes into a smooth finish of blackberry, plum, and cocoa.
There’s a touch of oak here: 40% is aged in barrel, split evenly between new and second-fill, with the remaining 60% raised in cement. But overall the style is modern, aromatic, and fruit-driven. It offers a taste of the Right Bank without the need for long aging or big spending.
Thank you, Bordeaux Crew, for bringing wine, games, and education to Texas–and here’s to many more years of Bordeaux wines!
Bottle: Château Tour Bayard Montagne Saint-Émilion (2022) – Bordeaux, France
Variety: Merlot (80%), Cabernet Franc (20%)
ABV: 14%
Suggested retail: $29
My rating: 8.7 (out of 10)
Further reading:
The Drinks Business: Bordeaux Unveils Modernization Drive
Review disclosure: I tasted this wine at the Bordeaux booth during TEXSOM 2026, where I was serving as a member of the conference Media Team. I received no compensation from Bordeaux or the producer for this review. Opinions expressed on The Wine Fairy blog are entirely my own.
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