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For its 14th edition, Bordeaux Tasting once again confirmed its status as a must-attend event for both wine enthusiasts and professionals. More than a traditional tasting fair, the event has established itself as a true place of experiences and discoveries, introducing new spaces and increasingly innovative formats each year.
In 2025, Terre de Vins partnered with Winespace to introduce a new initiative: a personalised tasting experience in the form of tailor-made visitor journeys. Designed around the individual expectations of each visitor, this experience was made possible thanks to Tastee and the intelligent use of the magazine’s editorial content.
Tasting several hundred wines in a single day is a promise that is both exciting and challenging. Exciting, because it opens up a wide field of discoveries. Challenging, because it requires quick decisions, often guided by reputation, stand visibility or chance rather than by each visitor’s true taste preferences.
Added to this are more subtle, yet decisive, barriers: hesitation to approach a stand, discomfort when interacting with a producer, or a lack of reference points to structure the tasting. All of these factors can affect the experience and prevent visitors from fully enjoying the richness of the wines on offer.
For visitors who selected the “Tailor-made” option, the experience began even before entering the event. When purchasing their ticket, they were invited to complete a short questionnaire designed to better understand their profile.
This questionnaire made it possible to capture their overall level of wine knowledge, their motivations for attending Bordeaux Tasting, their interest in different types of wines and spirits, and the taste styles they enjoy or are looking for. Designed for both newcomers and experienced wine lovers, it laid the foundations of the experience.
The information collected formed the core of the system: understanding each person’s expectations, preferences and curiosity in order to provide truly personalised guidance throughout the tasting.
For more than twenty years, the Terre de Vins teams have been travelling through vineyards in France and around the world to discover and taste outstanding wines. Over time, they have built a unique editorial database of tasting notes, analyses and expert insights, until now mainly used within the magazine’s editorial context.
For Bordeaux Tasting 2025, this archive was fully activated. Based on the wines announced by producers for the event, the associated content was selected and analysed by Tastee’s AI. This analysis made it possible to extract, for each wine and each vintage, the dominant aromas and key taste characteristics.
For wines that had not been tasted recently or were insufficiently documented, Winespace’s expertise and database were used to complete the missing information. This dual approach provided a complete and consistent view of the characteristics and sensory identity of all wines presented at the event, an essential preliminary step in building personalised tasting journeys.
A wine’s identity cannot be reduced to taste alone. A thorough effort was therefore made to collect and analyse all the technical elements that contribute to the uniqueness of each cuvée: production methods, viticultural and winemaking choices, grape varieties, blends, terroirs, positioning, and even the winemaker’s intent.
Thanks to its expertise in natural language processing, Winespace compiled and structured information from Terre de Vins editorial content and producers’ technical sheets. This approach made it possible to build a true identity profile for each wine, enriching the understanding of its character well beyond the tasting itself.
Based on each visitor’s expectations and the wines available for tasting, Tastee built a personalised ten-step tasting journey for each participant, designed to guide them smoothly through the different areas of the event.
This journey took into account the visitor’s preferences, the desired number of wines by product category, as well as event-specific constraints. It acted as a clear guiding thread through the aisles, as if a Terre de Vins journalist were personally accompanying each visitor: where to stop, which wines not to miss, in what order to taste them, and why they matched their preferences.
The journey was provided to visitors in printed form upon arrival at the event, giving them a clear reference point for a more relaxed and relevant tasting experience.
The experience did not end with on-site tasting. The personalised journey was also extended into the digital space, in the form of a personal Tastee guide listing all the wines tasted and providing access to additional information about each one.
Most importantly, this interface allowed visitors to record their impressions in their own words, creating a lasting and personal record of their tasting experience. This valuable data will be analysed to assess the relevance of the recommendations and to further enrich Terre de Vins’ understanding of its audience.
From one edition to the next, this approach makes it possible to continuously refine recommendations and to build a long-term, premium relationship with visitors seeking personalised tasting experiences.
Thanks to this unique collaboration, Bordeaux Tasting is taking a decisive step towards a new generation of tasting events. Events where editorial expertise, data and emotion come together to offer each visitor a smoother, more relevant and deeply personalised experience.
Many thanks to Mathilde Médeville and the Terre de Vins team for their vision and their trust.
More information about Bordeaux Tasting 2025 and Terre de Vins
