The Cité du Vin is the new face of the campaign MAKE IT ICONIC - choose France

As the new face of “MAKE IT ICONIC. Choose France”, Cité du Vin in Bordeaux is joining forces with the government to embody French boldness. To mark harvest season, the French government is announcing Cité du Vin as the new face of the international “MAKE IT ICONIC. Choose France” campaign. The aim of the campaign is to highlight France’s boldness and innovative spirit by showcasing its cultural and artistic vitality, wealth of tourist attractions, know-how, gastronomy and economic dynamism.

A joint project of the Directorate of Communications and Press (DCP) of the Ministry for Europe and Foreign Affairs and France’s Government Information Service (SIG), this campaign features French personalities and monuments whose stories embody the French spirit, making daring and the fruits of this daring part of our shared history and showing France in all its splendour throughout the world.

Opened in 2016 in Bordeaux, Cité du Vin is an emblematic cultural venue in the city and celebrates everything about wine. Supported by the Foundation for wine culture and civilisations, a recognised public-interest organisation, this futuristic architectural monument designed by XTU-Architects features an immersive permanent exhibition and a rich cultural programme. Reflecting the sector’s excellence and expertise, Cité du Vin is an essential example of what makes France so iconic, and so joins this campaign alongside other monuments such as the Eiffel Tower, Notre-Dame de Paris, Mont Saint-Michel and the Domaine National de Chambord.

On 15 October, Cité du Vin has unveiled its involvement with speeches by local and institutional players. An XXL open-access “MAKE IT ICONIC. Choose France.” photocall will give visitors the chance to take home an unforgettable souvenir in the blue, white and red of France.

Michaël Nathan - Director of the SIG

“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.”

Christophe Lemoine - Director of Communications and Press at the Ministry for Europe and Foreign Affairs

“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.”

Philippe Massol - General Manager of Cité du Vin in Bordeaux

“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.”

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.