The Trade’s Take: Chablis' secret (and why you should let your customers in on it)

On the surface, it’d be easy to assume that Chablis has fewer secrets left for trade to discover when compared to its sibling appellations further self. After all, it is a true behemoth of a wine region, accounting for 19 per cent of Bourgogne’s 2025 crush, with Australian imports growing 23.6 per cent by volume and 22.4 per cent by value year-on-year off an already large base.

But assuming this would be a mistake. Chablis has grown into the economic powerhouse visible in-market today thanks to the deep roots that are the stories, people, philosophies, histories, and of course flavours that have been growing beneath the surface for centuries.

For Australian trade, understanding these stories presents a massive advantage when discussing not just Chablis but also chardonnay more broadly at the point of sale. This is a region Australian drinkers are familiar with, and ready to learn more about. If you can be the one to teach them then they will likely come back for more.