Bordeaux’s Cité du Vin has been announced as the latest face of the “MAKE IT ICONIC. Choose France” campaign, an initiative by the French government aimed at showcasing the nation’s bold spirit, rich culture, and innovation.
The campaign highlights France’s artistic vitality, gastronomic wealth, tourist attractions, and economic dynamism, embodying the essence of French audacity and expertise.
Launched by the Directorate of Communications and Press (DCP) of the Ministry for Europe and Foreign Affairs, and the Government Information Service (SIG), the “MAKE IT ICONIC” campaign celebrates France’s most iconic monuments and personalities.
It positions Cité du Vin alongside renowned landmarks such as the Eiffel Tower, Mont Saint-Michel, and Notre-Dame de Paris. Through this initiative, the French government aims to emphasize how these monuments are part of France’s shared history and cultural heritage, demonstrating the country’s global influence.
Opened in 2016, Cité du Vin has quickly become an essential destination for wine enthusiasts and tourists alike. Supported by the Foundation for Wine Culture and Civilisations, this futuristic architectural wonder, designed by XTU-Architects, houses a permanent exhibition and offers a rich cultural program. The venue is not only a tribute to France’s world-renowned wine industry but also an illustration of the country’s blend of tradition and modernity.
On 15 October, the Cité du Vin’s involvement in the campaign was officially unveiled with speeches from local and institutional representatives. As part of the campaign, an XXL open-access “MAKE IT ICONIC. Choose France.” photo call offers visitors the chance to capture a memorable keepsake against the backdrop of France’s iconic blue, white, and red.
“By combining heritage and modernity, Cité du Vin celebrates wine and its legacy in a unique and iconic location, all values that resonate with the DNA of the France brand. So we’re proud to be promoting the French wine industry through our campaign, celebrating the iconicity and boldness that define our nation,” explains Michaël Nathan, Director of the SIG.
“Beyond its architectural elegance, Cité du Vin in Bordeaux is a global showcase for French excellence. By bringing it on board, we hope to show the world that France is a fertile breeding ground for innovation and daring. This emblematic venue explores every aspect of wine, from history to culture, and is the perfect embodiment of our wine-growing expertise. It is a powerful symbol of our ability to combine heritage and innovation, and to shine on the international stage,” says Christophe Lemoine, Director of Communications and Press at the Ministry for Europe and Foreign Affairs.
“With over 3 million visitors from all over the world just eight years after its opening, Cité du Vin is extremely honoured to have been chosen to represent French audacity alongside age-old monuments. Our mission to make the cultural and universal heritage of wine accessible to all now goes hand in hand with our ambition to raise public awareness of the need to protect the environment,” says Philippe Massol, General Manager of Cité du Vin in Bordeaux.
The Cité du Vin is open every day from 10 a.m.
About the French Government Information Service (SIG):
Reporting to the Prime Minister, France’s Government Information Service (SIG) works to ensure that the State’s communications are consistent, providing better information for users and organising the State more efficiently.
To achieve this, the SIG works in a number of areas:
• It analyses trends in public opinion and media coverage of government action;
• It keeps the general public informed about the actions of the Prime Minister and the government;
• At interministerial level, it steers and coordinates national government communications and, in liaison with the prefects and ambassadors, deploys them within the decentralised government services;
• It defines and develops communication standards (State brand, accessibility, State system design, eco-communication, etc.).
About the Ministry for Europe and Foreign Affairs:
The Ministry for Europe and Foreign Affairs (MEAE) represents, defends and promotes the interests of France and the French people in all areas with foreign countries and within international organisations.
Its priorities:
• Taking action worldwide for peace, security and respect for human rights.
• Promoting French companies in foreign markets and enhancing France’s appeal abroad.
• Contributing to the organisation of globalisation to ensure sustainable and balanced development of the planet.
• Ensuring the presence of French ideas, language and culture while promoting cultural diversity.
• Managing the security and administration of French nationals abroad.
