The agency
Wine communication agencyin Bordeaux
C'est Madame Qui Choisit Le Vin is an independent communication agency dedicated to wine, spirits and gastronomy. Founded in 2018 in Bordeaux by Estelle Mau, it works with châteaux, winegrowers, négociants and restaurateurs all over France.
- Founded
- 2018in Bordeaux
- Community
- 17 000followers
- Certification
- WSET 2in Wines
- Coverage
- Franceand beyond
In brief
The agency in seven lines
- Nature
- Independent communication agency, entirely dedicated to wine, spirits and gastronomy
- Founded
- 2018, in Bordeaux, by Estelle Mau, oenology content creator
- Training
- IPC Bordeaux, attached to the Bordeaux Chamber of Commerce, and WSET Level 2 in Wines certification
- Distinctions
- Dame de la Jurade de Saint-Émilion, ambassador of the Confrérie de Montagne Saint-Émilion
- Community
- More than 17,000 followers on Instagram and TikTok, mostly wine lovers and wine professionals
- On the ground
- Bordeaux as home port, every French wine region and projects abroad
- Working languages
- French, English, Khmer
Philosophy
The turning point, a Saint-Émilion
Grand Cru
The brand was born from a tasting of Saint-Émilion Grand Cru at a dinner with friends. That bottle became the benchmark from which Estelle Mau built her way of reading wines, and then her profession.
The turning point came at a dinner with friends, around a Saint-Émilion Grand Cru of exceptional finesse. The complexity of its aromas, its roundness and its length on the palate captivated me. From then on I compared every wine to that revelation, and a real catalogue took shape in my mind.
Over time, the people around me got into the habit of handing me the wine list, as if I were the only one able to find the rare gem. That amused me as much as it puzzled me, because the list had always been handed to Monsieur.
That is how C'est Madame Qui Choisit Le Vin was born, a concept designed to bring out the female gaze and the sensitivity it adds to the world of wine. My nose turned out to be a compass, to decode the origins, the terroirs and the ageing potential of every bottle.
Understanding wine became the natural extension of my sensory memory, a treasure hunt that still fascinates me. It is this reading of wine, sensitive and well documented, that I now put at the service of estates.
Expertise
Training and certifications
The expertise of the agency rests on three verifiable foundations: professional training at IPC Bordeaux, the international WSET Level 2 in Wines certification, and two Saint-Émilion brotherhoods.
IPC Bordeaux
Institut de Promotion et Commercialisation en Vins et Spiritueux, attached to the Bordeaux Chamber of Commerce and Industry. Eight months devoted to wine, from production to tasting and sales.
WSET Level 2 in Wines
International certification from the Wine and Spirit Education Trust. Tasting method, knowledge of terroirs, grape varieties and wine styles from around the world, applied to every note published.
Saint-Émilion brotherhoods
Dame de la Jurade de Saint-Émilion and ambassador of the Confrérie de Montagne Saint-Émilion. A commitment that roots the agency in one of the most emblematic vineyards in the world.
That culture is also fed in the field, from Italy to Portugal by way of Greece, and in the cellars visited all year round.
The craft
What the agency does
The agency covers six areas: editorial strategy, community management, content production, influence and press relations, wine list consulting and digital redesign.
Editorial strategy
Brand platform, positioning, editorial line. The founding story of the estate, its cuvées and its cellar.
Community management
Instagram, TikTok and LinkedIn: planning, copywriting, visuals, publishing and community engagement.
Photo, video and written content
Reportage in the vines and the cellar, short videos, long-form articles, product sheets and tasting notes.
Influence and press relations
Press visits, tasting dinners, cuvée launches, coverage on the Instagram channel and through the network of journalists.
Wine list consulting
Selecting references, redesigning the list, training the floor team, food and wine pairing sheets.
Websites and digital redesign
Showcase site, online shop or wine tourism platform, search engine optimisation and visibility in generative engines.
Clients
Who the agency works with
The agency works with the whole trade, from the family estate to the grande maison, including wine merchants, restaurants and trade bodies.
Châteaux, estates and independent winegrowers
Structuring communication, gaining visibility with women wine lovers, showcasing a vintage, opening up wine tourism or telling the story of a move to organic.
Négociants, wine merchants and distributors
Positioning a catalogue, highlighting favourites, creating brand content for physical and digital points of sale.
Restaurants, hotels and experience venues
Redesigning the wine list, storytelling around the cellar, training the floor team, content built on food and wine pairings.
Trade bodies, unions and appellations
Collective promotion of a terroir or an AOC: campaigns, educational content, discovery events and institutional speaking.
Territories
Bordeaux as
home port
The agency is based in the heart of the Bordeaux vineyard and works across every French wine region, as well as on projects abroad.
That geographical anchor puts the agency in direct contact with the Bordeaux trade, its châteaux, its négociants, its brokers and its major professional events such as Bordeaux Tasting, the Primeurs or the independent winegrowers fair. An advantage for properties in the Médoc, the right bank, the Côtes de Bordeaux, Entre-deux-Mers and Sauternes.
Immersive travel is included in the quote from the scoping stage.
Let's work together
Thirty minutes is enough
to know if it clicks
Every project starts with a video call or a meeting in Bordeaux. You then receive a tailored proposal, with scope, schedule and indicative budget. Reply within 48 working hours.