The Club NFT du Château Pape Clément

Nov 30, 2022 | Innovation

1252-2022 : The 770th vendanges du Château Pape Clément, version 3.0, The Grand Cru Classé iconic and still pioneering.

Le Château Pape Clément, Bernard Magrez's House 's iconic Grand Cru Classé launches Web3 with a new NFT feature: an NFT Club for lovers of fine wines.

To mark the 770th harvest of Château Pape Clément, the iconic Bernard Magrez's House Grand Cru Classé is offering 1252 NFTs for sale, which will function as digital membership cards.
Holders of each NFT will become members of the Château Pape Clément Club and will have the privilege :

- Follow the creation of the 770th vintage over the months with exclusive content on a dedicated area accessible via NFT ;
- Own a limited edition of the critically acclaimed Château Pape Clément, vintage 2016;
- Acquire a digital work of art, a digital reinterpretation of the Château Pape Clément vintage;
- Exclusive access to events, experiences and exceptional products.

Bernard Magrez, owner of 4 Grands Crus Classés in Bordeaux - including the iconic Château Pape Clément - is hoping to reconnect the Château with lovers of its great wines thanks to a simple NFT device accessible to all via an app (available on iOS and Android) and a dedicated website

NFT: a revolution in the world of wine that is part of the DNA of the Bernard Magrez's House

After conquering the luxury sector, NFTs are now turning the world of wine and Grands Crus Classés upside down. Rarity, exclusivity, desirability and traceability: the link between these digital assets and the world of fine wines is quite natural!

NFTs ("Non Fungible Token" or digital tokens) are digital assets that reinvent the concept of ownership through an unfalsifiable digital certificate of authenticity enabled by the blockchain (digital register guaranteeing proof of traceability and ownership).

The use of NFTs is part of the DNA of Bernard Magrez's House, which is constantly seeking to innovate, and today marks its entry into Web3 with a new feature in the world of Grands Crus Classés : an NFT Club for Château Pape Clément, Grand Cru Classé de Graves.

From the first harvest in 1252 to Web3 in 2022. Château Pape Clément combines tradition and innovation

The history of Château Pape Clément is marked by the man who gave it its name and made its wine a legend: Bertrand de Goth (1264 - 1314), the future Pope Clement V.

In love with his land and already an innovator, he took part in the development of "modern" vine-growing in the 13th century, and was one of the first to plant vines in rows (or "en règes"), making harvesting and vineyard work easier.

7 centuries later, an iconic figure in the world of wine has taken over the reins of the Château and continues to cultivate this pioneering spirit: Bernard Magrez.

Since acquiring the château in 1978, he has continued to look to the future, celebrating the château's 770th harvest in the Web3 universe with an NFT Club for Château Pape Clément.

1252 connoisseurs of fine wines connected via an application and a private space accessible via NFT

To become a member of the Château Pape Clément"NFT Club", enthusiasts will be able to purchase 1 NFT, which will function as a digital membership card via an identification key unique.

The NFT will be the key to accessing exclusive content to discover the secrets behind the making of a Grand Vin and follow the creation of the 770th vintage live.

Only 1252 NFT will be offered for sale online (in reference to the date of the Château's first harvests), on a dedicated platform ( accessible from October 06, 2022 to register for the preview sale.

An exceptional limited-edition cuvée, Château Pape Clément 2016, its digital interpretation and privileged access.

It's one thing to witness the creation of a vintage; it's quite another to taste it, especially when it comes to ageing wines. To satisfy the most impatient, each Club NFT member will receive an exceptional limited-edition cuvée of Château Pape Clément, vintage 2016 (97-98/100 by James Suckling and 98/100 by JM Quarin).

Club NFT members will also become the owners of an original, numbered digital work specially created by artist Pierre Blaise Dionet. Scheduled to appear at the Ateliers des Lumières in Paris and Bordeaux, the international artist, represented by the MABILLE & CHAUMETTE art agency, has created an abstract reinterpretation of Château Pape Clément , combining artistic imagination and new technologies.

Members of the NFT Club Château Pape Clément enjoy privileged access to Bernard Magrez's House events, such as the Château Pape Clément primeurs, openings by contemporary international artists, concerts and tastings at the various Châteaux Grands Crus Classés and the Bernard Magrez's House cultural venues (Bernard Magrez Cultural Institute, La Grande Maison, Start-up Incubator).

A secure arrangement with the leader in NFT for the luxury goods industry

The entire system is secured on the blockchain and guaranteed by Arianee, the leading provider of Web3 solutions for luxury brands.

The 1252 NFTs on sale, each containing a 3D digital artwork, can be accessed via the dedicated app available on iOS and Android.

The Wallet (digital wallet) set up by Arianee enables buyers to store their NFT in total security.

To be sure you're one of the lucky 1252: a preview sale

Official NFT sales start on November 10, 2022

However, enthusiasts are invited to visit now to register on a waiting list, giving them access to the preview sale scheduled for November 8, 2022.

Each NFT will be on sale for €310 incl. VAT.

Payment is made in euros by credit card on the dedicated website

An experience unique to give or to treat yourself to learn more about the history & innovation of Bordeaux's great wines.


"It's essential for Château Pape Clément to constantly look to the future, to always listen to its customers and, above all, to provide them with unforgettable experiences. This is what makes Grand Cru Classé such an iconic brand today. The creation of the Club NFT Château Pape Clément is part of this approach, to enable connoisseurs of fine wines to enjoy the finest emotions. Exceptional occasions call for exceptional experiences. With the NFT Club Château Pape Clément, we want to open the doors of our Château and our cellars, and showcase our expertise in creating great wines". - Bernard Magrez

"Pape Clément and Arianee share common values of innovation and excellence. These are the foundations on which we have naturally built our collaboration. Through our turnkey solutions, our aim is to offer members of the Pape Clément community the very best of the Web3 experience, and thus make the winery a pioneer of Web3 in the wine world." - Pierre-Nicolas Hurstel, Co-Founder & CEO of Arianee

Discover the Bernard Magrez wine collection