Loire vineyard invites Taylor Swift to visit after documentary cameo
Disney+ documentary puts family vineyard in the international spotlight
A bottle from Domaine de Terres Blanches in Bué en Sancerre was spotted on Taylor Swift's desk next to an empty glass
Laurent Saget / DFree / Shutterstock
A small family vineyard in the Loire Valley has extended a playful invitation to global pop star Taylor Swift after a bottle of its wine appeared in a documentary about her.
In the fifth episode of The End of an Era, a Disney+ documentary about Ms Swift’s record-breaking tour, a bottle from Domaine de Terres Blanches in Bué en Sancerre was spotted on a music studio mixing desk next to an empty glass.
That brief visual moment was enough to send Ms Swift’s devoted fans, known as ‘Swifties’, racing to buy the wine online.
“It’s quite incredible to see the impact that an international star like Taylor Swift can have,” said Laurent Saget, Strategic Development Director at the vineyard.
He described the surge in demand as “pretty mad” and a “delightful surprise,” admitting he hadn’t been familiar with Ms Swift’s music before the attention hit.
“Even if we had wanted to place one of our bottles in such a widely watched series, we couldn’t have afforded it,” he added, reflecting on the marketing value of the documentary exposure.
When asked whether the vineyard would increase production to meet the unexpected demand, Mr Saget said: “Our production is not expandable, and we cannot produce more than what nature provides. We produce 80,000 to 100,000 bottles of Sancerre per year; 15% of this production goes to the USA.”
The Domaine de Terres Blanches produces mainly white Sancerre wines across 15 hectares of vineyard, most made from 100% Sauvignon Blanc grapes.
Its stock sold out almost immediately on the website of its U.S. distributor, with bottles typically priced around $40 each, as fans searched online for “Taylor’s wine.”
Observers have described the phenomenon as another example of “Swiftonomics,” capturing the enormous cultural and commercial influence Ms Swift has on products and trends, from concert tickets to fashion items and now, even French wine.
Despite its modest size compared with regions such as Bordeaux or Burgundy, Sancerre remains one of France’s most respected wine appellations.
The sudden attention has also rippled back to France, boosting the estate’s Instagram following and prompting orders from domestic buyers as well as international customers.
Ms Swift’s affinity for white wine is not new: in a 2019 interview on The Ellen DeGeneres Show, she cited Sancerre, Pinot Grigio, and Sauvignon Blanc as her favorite wines to bring to dinner parties, a comment that now seems almost prophetic given the recent craze.
