Beaune: The Wine Market Launches E-Commerce

Just a stone's throw from the iconic Hospices Civils de Beaune, a former church dating from the 14th-15th centuries houses a space dedicated to Burgundy wines. Spanning 500 square meters, the Marché aux Vins, a wine merchant linked to the châteaux of Meursault and Marsannay, offers a selection of more than 1,300 wines, combining great Burgundy vintages with some Bordeaux and Italian gems.

Its offerings also include organic wines. "At the moment, I would say that 10% of our customers are asking for organic wines," says Andrea Minardi, the site's director.

"At the Marché aux vins , we have two strengths: our self-guided tour and tasting offer and our rare wines," explains the Italian director who has been in office since February 2023. Under his wing, the place has seen its concept evolve, opening up more to the public and increasing the diversity of appellations. "Initially, almost 90% of the wines on offer came from the Château de Meursault, today we offer around 1,300 references from various sources."

Visitors can wander freely through the heart of this former church-turned-wine cellar, guided by large explanatory maps and posters detailing the origins of the wines. The cellar houses vintages over 40 years old, while on the ground floor, the wines are displayed in the chapels of Saint Francis, Saint Anthony, and Saint Sebastian.

Next, a vending machine, where you simply scan a code to taste, innovates the wine tour. However, a sommelier is always available to answer questions and guide enthusiasts in their discovery. During the summer season, seven sommeliers welcome and accompany visitors, also offering tailor-made tastings adapted to each person's desires and budgets. "The customer provides a budget, whether they prefer to taste red or white, and I make the best offer," says the manager.

But the experience doesn't end at the cellar. A vineyard located just behind the building adds an extra dimension to the visit. "We offer a complete experience, not just a tasting," emphasizes Andréa Minardi. The maps plastered on the walls show the plots of the wines consumed, emphasizing the rarity and vintages offered.

While the Marché aux vins' clientele is almost exclusively tourist-oriented, the manager notes a decline in business since 2023. "Tourism has calmed down, purchasing power has decreased. Even if we see people, we sell less. The queue in front of the Hospices is getting shorter, people are buying less, so this forces us to constantly question ourselves." To compensate, the shop is investing in its website to open up to an international clientele. "Our goal is to bring wine to people, to open ourselves up to the world."