In Bordeaux, a quiet revolution is underway—led by women who are not only rethinking the way wine is made but how it’s presented. From sustainable vineyard practices to bold, eye-catching labels, these winemakers are challenging outdated perceptions of what Bordeaux wine looks and tastes like.

One of the voices at the forefront of this movement is Estelle Roumage of Château Lestrille, located in Entre-deux-Mers. Known for its biodiversity and commitment to environmental responsibility, the estate reflects the broader transformation happening in the region. Despite the challenges of getting attention from wine buyers who often claim to already “have enough Bordeaux,” Roumage’s unconventional labels are turning heads and getting listings. Her wines defy the expectation of Bordeaux as old-fashioned or overly traditional—and they deliver on quality too.

Her labels feature birds, insects, and flora native to the vineyard, signaling the estate’s commitment to biodiversity and sustainability. Certified ISO 14001, HVE, and now organic (from the 2023 vintage), Château Lestrille also bans herbicides, plants pollinator-friendly flowers, and even sports a bee-friendly certification.

Sustainability woven into wine and label

These creative labels are more than marketing. They’re expressions of deep environmental values. Château Thieuley, another standout in Entre-deux-Mers, is run by sisters Marie and Sylvie Courselle. Their family estate now spans three properties, all certified Terra Vitis, HVE, and Bee Friendly. They've even installed hives on-site to foster a healthier vineyard ecosystem.

Going a step further, the Courselle sisters have planted 13 different grape varieties and embraced experimentation with hybrids such as Cabernet Cortis and Sauvignac. These disease-resistant grapes reduce the need for chemical treatments, which in turn helps preserve soil health. Their Vin de France range, including a hybrid cuvée named Sauvage, reflects this eco-minded spirit. The vivid, nature-inspired labels designed by Lorraine de Froberville highlight the wildflowers that thrive in their vineyards, further underscoring the link between land and label.

At Château George 7 in Fronsac, owner and winemaker Sally Evans shares the same sustainability ethos. Since establishing her vineyard in 2017, Evans has prioritized low-impact production. Her white wine, a blend of Sauvignon Blanc and Semillon, introduced in 2020, is a case study in eco-packaging. The wine is bottled in lightweight glass made from 87% recycled materials, sealed with corks created from offcuts, and uses labels printed on recycled paper.

The packaging decisions were not without risk. Evans acknowledges that lighter bottles can challenge traditional expectations around quality. Yet, her attention to detail—even commissioning her late mother to illustrate the wildflowers on the label—proves that thoughtful presentation and sustainable practice can coexist beautifully.

Nature on display, from vine to shelf

Xavier and Caroline Perromat, celebrating a decade at Château de Cérons, are also embracing a nature-forward approach with their Château de Calvimont range. Their new labels honor the flora found across Gironde, including strawberry trees and the majestic maples that grace the estate’s park.

Certified HVE3 and ISO 14001 since 2019, and with full organic certification on the horizon, the Perromats have committed to a wide range of biodiversity-enhancing practices. Cover crops of barley, flax, clover, and borage enrich the soil while supporting pollinators. A self-guided tour of the estate takes visitors through ancient quarries, orchards, and beehives, ending at the historic château for a tasting experience that reinforces their deep connection to nature.

And it’s not just women leading the design revolution. At Château de Sours, the “Les Essences” range includes a whimsical floral-themed barcode—an inventive touch from graphic designer Pauline Lenain. Though not made by a woman, it mirrors the same values of freshness, varietal identity, and biodiversity expressed by the women-led wineries.

Breaking Bordeaux stereotypes

As Bordeaux continues to navigate global market challenges, these innovative producers prove the region is far from stagnant. While critics have accused Bordeaux of being out of touch, the examples above show that many estates—particularly those led by women—are not only keeping pace with modern wine trends but setting them.

The eye-catching labels serve as invitations to rediscover Bordeaux wines that are sustainably made, vibrant, and affordable. They challenge the perception that Bordeaux is only about tradition, heavy bottles, and historic châteaux. Instead, these wines are fresh, fruit-driven, and made by people who care deeply about the land and its future.

As Estelle Roumage has shown, sometimes all it takes is showing up—with a great bottle and a great story—to change minds. With more producers embracing sustainability and creativity, the door is opening wider for Bordeaux’s new generation of wines. For sommeliers, wine buyers, and eco-conscious consumers looking for something different yet authentic, it’s time to look again at Bordeaux.