Bordeaux is beginning to wake up to the reality that is the modern digital age. Note: I said beginning. They aren’t entirely there yet but I have to give major credit to Margaux Second Growth Chateau Brane Cantenac for their new digital strategy.
Of course, this being Bordeaux, the estate has a long and complex history that played a critical role in the estate’s development. I could go into a ton of boring details but I’d rather not, it’s not the purpose of today’s post. In fact, unlike most of the posts I write this was not prompted by an estate visit or even a tasting, rather I want to talk about modernization in Bordeaux. Nevertheless a few contextual details are important. Founded in 18th Century by the Gorce family, today Brane Cantenac is run by Henri Lurton. One of ten children of Lucien Lurton, Henri inherited one of his father’s ten estates and is credited with a dramatic increase in the quality of the estate’s wine. But not only is Henri investing in the quality of the wine but also in making the estate more accessible to the public. A leading component of this charge is the new digital strategy.
Partnering with up-and-coming agency Taylor Yandell, Chateau Brane Cantenac has devoted itself to an entirely new website and digital communication plan. Here again I could bore you with a detailed list of everything that has changed since the launch back in May (yes, that’s how long it’s taken me to get around to writing this post) but I’d rather talk about some of the things they are doing right:
- Mobile Friendly!!!! It’s amazing how many Bordeaux chateaux still rely on Flash based websites, never mind the fact that the information available on these sites is not available/useable on iPhones or iPads. Not only does the Brane Cantenac site not use any flash it is also easily navigable on an iPhone (yes I tested it) and is responsive to the type of device (again yes I tested this). This is perfect for allowing customers to look up information about the wines or the estate itself on the go.
- Downloadable Brochures: Ok, this may not seem like a huge deal but again it’s a great way for people to engage with the estate at their own time and pace. As a busy blogger on the go, I often find myself frustrated by poor signal strength or the inability to access data when I need it. A detailed, yet succinct downloadable brochure with powerful imagery that is optimized for my device is a magical thing in these situations.
- Consistency: Again this would seem to be a given but I have to give kudos for the consistency of the branding across the Brane Cantenac digital presence.
- A Professional Space: Again a blogger’s best friend. I was able to download all of the imagery for this post off their website without having to resort to saving specific images via the right-hand click or screenshots.
- Food and Wine Pairings: This is personally one of my favorite things about the new website. As a professional working in the US Wine Industry I recognize how important a tool this is. As a foodie and a nerd, I recognize the thought and care that went into these suggestions. Here too the recipes are downloadable with consistent branding and easy to follow suggestions. And more importantly the food is accessible and approachable. The biggest challenge the estate will face is refreshing these offerings periodically to avoid being stagnant or dare I say it boring.
So now that I’ve praised the praised these efforts, check it out for yourself: