Yesterday was the second time I visited this place in a few years, and I left feeling similar as I did before...

First, good things: beautiful advanced exhibit design with clearly a lot of work and attention put behind them. We loved the animations of the making of wine, the historical sections, and the map explaining the Bordeaux wine regions. Even the more abstract "á table" exhibit had its charms.

Middle-of-the-road things: audio guide syncing was sometimes not the best

Less appealing things: the museum is not critical at all about any negative aspects of wine. This ranges from obvious things like alcoholism to more hidden things like wine's association with colonialism (the museum makes such a big deal about wine growing everywhere but glosses over how it got there, or the land destroyed for agriculture...), or underpaid farm labor for harvesting, or even the history of the slave trade in Bordeaux. To try to keep the image of wine as simply innovative and luxurious and nothing else gives an image of a lack of self-reflection and awareness of its effect in the world.

Also - one exhibit was nearly entirely a voice over talking over what were clearly AI generated images. Some of which bordered on grotesque (like a live deer head morphing into its own skull). It seemed a bit ridiculous that a place that has access to so much wine can't even hire someone to take artistic photos of the wine or the flavor components and instead has to resort to typing in prompts for images.

Anyways. The view from the top is nice. But I probably won't return here again. It's worth going once and seeing how you feel about it.