In France, changes occur with each generation. If a grandfather drank 300 liters of red wine every year, the father drank 180 liters, and the son drinks 30 liters.-Jean-Pierre Durand, board member of the Bordeaux Wine Industry Association.
As times and generations change, the wine consumption structure in France is evolving. The prominence of red wine, long considered the epitome of fine wine, has sharply declined. According to the Bordeaux Wine Industry Association, the consumption of red wine in France has decreased by about 90% since the 1970s.
In its place, white wine has risen to prominence. A survey conducted in April by SoWine, a French wine specialist organization, found that white wine is the most favored wine among the French. Champagne, rosé, and red wine followed. In the varietal preference survey, Chardonnay recorded the highest preference. Wine remains the most preferred alcoholic beverage among the French, but it shows that lighter, fresher, and more accessible wines are moving to the center of the market.
In line with this trend, the French wine industry is attempting new interpretations. It is shifting production to create delicious and easy-to-drink wines, and there are increasing examples of renowned wine producers experimenting with brands aimed at a broader consumer base. The attempt is to balance quality and popularity by transplanting the brewing know-how of traditional regions like Burgundy and Bordeaux to new soils and varieties.
Amid this trend, a notable region is Languedoc in southern France. This area was once perceived as the 'home of cheap wine' that produced large quantities of military and laborer wines, but it has recently transformed into an image of a 'value-for-money wine region.' By limiting grape yields and adopting eco-friendly farming methods, as well as allowing flexibility to experiment with various varieties and brewing techniques without being tied to grading systems like AOC, it has become competitive.
In the midst of these changes, a prominent figure is Bruno Lafon. He comes from the 'Domaine des Comtes Lafon' family, regarded as one of the top three white wine producers in Burgundy, and is the heir of a wine house that gained worldwide fame through Meursault Chardonnay.
In 1999, he left Burgundy for Languedoc and established 'Domaine Magellan.' In 2020, he expanded the brand to 'Famille Bruno Lafon' with his wife Sharon and daughter Alice, embarking on a full-scale experiment.
Bruno Lafon is introducing wines that combine the tradition of Burgundy with the free-spirited experimentalism of southern France through his 'Bruno Lafon Selection.' He has focused on methods that maximize the natural flavors of the grapes based on organic conversion. He is experimenting with various varieties and styles that showcase the potential of Languedoc, including Chardonnay, Syrah, and Grenache. All grapes are hand-harvested and fermented with natural yeasts. He minimizes the use of new oak to highlight the inherent flavors of the grapes and collaborates with a neighboring vineyard of 37 acres in addition to his 19.7-acre vineyard.
'Le P’tit Chardo de Bruno Lafon' is a representative product among the casual white wines he introduces. As the name means 'little Chardonnay,' it gives a bright and friendly impression, yet within it contains the refined balance of Burgundy and the vibrancy of southern France. This wine uses Chardonnay grown in regions where the Mediterranean climate is moderated by the influence of the Pyrenees. Thanks to a climate that is warm during the day, significantly cooler at night, and always windy, grapes that are rich in aroma and have high acidity are produced.
To maintain fresh acidity, he uses grapes harvested around sunset and ferments them in stainless steel tanks at 16-17°C before bottling. It is a light and refreshing Chardonnay that combines a bouncy liveliness and crispness. The fresh acidity from peach, pineapple, and citrus juice softly envelops the palate, followed by the flavors of nutty aromas, achieving a harmony of complexity and solid texture.
It pairs well with lightly cooked shellfish, steamed or grilled fish, chicken, and pasta with spring vegetables. It goes well with a variety of light and delicate foods. Le P’tit Chardo won the award for the institutional sector of continental white wine at the Korea Wine & Spirits Awards in 2025. The official importer in Korea is Vino H.