The French wine board stopped using the term "Burgundy" almost a decade ago, but not many others have followed suit.

ByMike Pomranz.
March 30, 2021
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我喜欢勃艮第。我意识到它是一个陈词滥调,但我们骑了一下the French wine regionfor our honeymoon—because that's the kind of cliché I want to live. And the wines are fantastic. But don't take my word for it: Just ask the bidder who paid $558,000 to make a bottle of Burgundythe most expensive wine ever sold.

So I was a bit surprised today when I was emailed a reminder from the Bourgogne Wine Board with the subject, "Why you should not translate Bourgogne anymore." Oh no. Just how mortified should I feel?

Bourgogne酒标志,法国路
Credit: ricochet64/Getty Images

"Bourgogne" is, as many people know, the French word for "Burgundy." It may be most recognized to English speakers when paired with meat as "beef bourguignon"—a context where the French goes untranslated, even though "beef" is often still used in its English form. Apparently, the wine region has similar aspirations.

“2012年,在其当选代表的请求,勃艮第葡萄酒委员会(BIVB)决定停止翻译任何国家,这个词‘勃艮第’,”新闻稿称。“目的是帮助消费者通过确保我们的葡萄酒标签和创造葡萄酒的地区的名称相干来找到自己的方式。”

The BIVB does make some compelling arguments. They say that Bourgogne "is the only wine-producing region in France whose name is translated into different languages"—an interesting fact I was unaware of until writing this. And half of Bourgogne wines are exported, making it even more "essential to use only one powerful name" across over 100 foreign countries that drink the globally renowned wine.

"We felt it necessary to return to our original name, Bourgogne, in order to affirm our true identity, in a unified and collective way," François Labet, President of the BIVB, stated. "I'd say that our appellations are like our forenames, which makes Bourgogne our family name. A name that unites us all with our shared values embracing all the diversity of our wines. You don't translate a family name!"

Valid points indeed! However, if this change was first made in 2012, why am I only hearing about it now? The answer should be pretty obvious: traditions die hard. "Gradually, things are evolving," the BIVB admits, "and we are starting to see the word 'Bourgogne' appear in French in texts across a range of media and on certain partner sites abroad." As one example, the BIVB cites the educational organization the Wine Scholar Guild, which has already made the adjustment.

Still, you'd think with a reputation as powerful as Burgundy's—excuse me, Bourgogne's—, more people would be willing to respect the wine board's call for a change. Perhaps when they reached out and said they were from "Bourgogne," no one recognized who it was.