Ah, Chanel. The French brand is known all over the world, probably first and foremost for its fashion line. The house was founded in 1910 by Gabrielle Bonheur ‘Coco’ Chanel and quickly became famous for its timeless style. Whether you like those typical Chanel blazers or not, you surely know which ones we’re talking about. Another famous part of the Chanel brand are their perfumes and skincare. The already classic Chanel No. 5 probably gained even more popularity thanks to Marilyn Monroe’s famous words: “You know, they ask me questions. Just an example: ‘What do you wear to bed? A pajama top? The bottoms of the pajamas? A nightgown?’ So I said, ‘Chanel No. 5,’ because it’s the truth. And yet, I don’t want to say ‘nude.’ But it’s the truth!”
Yet it doesn’t stop there as far as Chanel is concerned. Because since 1994, the brand also produces its own wine. Something most of us aren’t aware of, yet that doesn’t mean it isn’t true. In total, Chanel owns four domains spread out over France, all directed by one man: Nicolas Audebert.
So, why did Chanel get into the wine business? Well, wine is as French as can be and so is the label. All of their wine domains therefore have an extensive history and all of them were chosen and bought carefully. Château Rauzan-Segla, in the Medoc region, and Château Canon, in Saint-Emilion, were both going through a rough patch and in need for a fresh breeze. The same goes for Château Berliquet in Saint-Emilion, which was bought a couple of years later. And since 2019 Chanel also owns Domaine de l’Île de Porquerolles, yet another French domain with quite the story behind it.
All good, yet how does Chanel think to add some quality to French wine history? Nicolas Audebert was eager to explain his vision to So Soir Magazine: “What I like so much about this job is the ability to create something in a framework which surpasses our temporality. I’m aware of the fact that by doing the same job as the winemaker who was active here 300 years ago, there’s certainly some continuity, some tradition. However, there certainly are trends in the wine industry and gastronomy, even though they evolve more slowly. Taste changes and we don’t drink wine like the generations before us used to do. Yet, what’s important to keep in mind is the fact that we can’t just rely on trends. Or as Gabrielle Chanel used to say: ‘Fashion fades, only style remains the same.’”
You can find some of Chanel’s wines here yet be aware, just like everything Chanel they come with quite a hefty price tag.