Decanter Tours

What Decanter Tours does

Decanter Tours SASU is a French private, founder-led operator of bespoke private wine tours based in Bordeaux (13 allee de la Borde) and serving clients globally. Founded and run by Mary Dardenne, an American from Texas who has lived in Bordeaux for nearly 30 years, the company designs and delivers fully customized itineraries across France's premier wine regions — Bordeaux (Médoc, Saint-Émilion, Pomerol, Graves, Sauternes), Burgundy, Champagne, and Cognac — with stated coverage extending to the Loire Valley and Rhône Valley. Every tour is private and custom-quoted; the operational model is high-touch and sales-led, with no self-serve booking flow. Dedicated itinerary planners (e.g., Julie Prune Vedrenne, Audrey Nourry) conduct telephone consultations after an initial inquiry form and assemble proposals covering winery visits, transportation in Mercedes vehicles, accommodation sourcing (4–5 star and chateau hotels), and Michelin-level dining.

The product portfolio is structured around eight regional tour offerings plus a tailormade module, ranging from single-day experiences (~€750 per person) to the flagship 12-day three-region Champagne–Burgundy–Bordeaux tour and the multi-day Ultimate Bordeaux tour. All tours are led by WSET-certified (Level 3 or higher), English-speaking guides with wine industry backgrounds. The supporting technology is commodity: a WordPress-based website with standard plug-ins (HubSpot intercom, OptinMonster, Google reCAPTCHA, Google Analytics), with no proprietary platform or booking system. Pricing follows a 30% deposit / 70% balance structure, with full payment required for departures inside 60 days.

Commercially, Decanter Tours sells almost exclusively through direct channels (website inquiry, phone, email) with no marketplace presence. Significant indirect demand comes from B2B referral relationships with luxury travel operators (Abercrombie & Kent, Tauck, Frosch, Protravel, Sherlocks, Tzell), wine auctions (Nashville Wine Auction), and multiple river cruise lines for which Mary Dardenne coordinates shore excursions and pre/post-cruise programs. The company claims over 20 years of operation, 50,000+ tours since 2009, 300+ tours in 2019, and a 99% customer recommendation rate. Mary Dardenne holds formal advisory and educational positions with the French Superior Council of Wine Tourism, the Conseil des Vins du Medoc, and the CIVB, anchoring the business with institutional standing that is unusual for a tour operator of its size.

Name

Decanter Tours

Legal name

Decanter Tours SASU

Website

https://decantertours.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Decanter Tours is a French, founder-led operator of bespoke private wine tours across Bordeaux, Burgundy, Champagne, and Cognac, serving affluent wine enthusiasts, collectors, trade professionals, and luxury groups via custom-quoted itineraries led by WSET-certified guides.

Ownership category

akta.pro rank

Product category

Wine Tourism Services

NAICS

Tour Operators (56152)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Culinary & Wine Travel Agencies (THAKAFAH)

akta.pro secondary industries

Wine Tastings & Vineyard/Winery Tours (THAJAGAD), Culinary & Wine Itinerary Planning (THAKAOAJ), Spirits Distillery Tours & Tastings (Whiskey, Rum, Gin, Vodka) (THAJAGAF)

Keywords

• Wine tourism services
• Private wine tours
• Bordeaux wine tours
• Bespoke travel experiences
• Luxury wine vacations

Headquarters

HQ city

Brewster

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Bespoke Private Wine Tour Packages: Full-service tour packages bundling wine tastings, winery visits, private transportation (Mercedes vehicles), accommodation sourcing, restaurant reservations, and curated meals. Pricing is quoted per person and varies by group size, tour duration, hotel category, and included dining experiences. Tours span 1 day to 12+ days across French wine regions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Decanter Tours designs and delivers private, guided wine tours across France's key wine regions including Bordeaux, Burgundy, Champagne, and Cognac. It offers both fixed-itinerary regional tours and fully customizable tailor-made tours targeted at individual wine enthusiasts, small private groups, and select corporate/travel-trade partners. Tours include visits to prestigious chateaux, wine tastings, and curated dining experiences led by professional guides.

Product overview

Decanter Tours offers private, customized luxury wine tours in France's premier wine regions as a single unified service. The portfolio includes eight distinct regional tour products: Bordeaux Wine Tours (covering Médoc, Saint-Émilion, Pomerol, Graves, Sauternes), Cognac Tasting Tours, Burgundy Wine Tours, and Champagne Wine Tours. Flagship multi-region products include the 3 Region 3-Day Bordeaux Tour (Médoc, Saint-Émilion, Sauternes) and the comprehensive 12-day 3 Regions Tour (Champagne, Burgundy, Bordeaux). The Ultimate Bordeaux Wine Tour (Several Days) serves as the premium multi-day Bordeaux intensive. All tours are private, fully customizable, and include WSET-trained English-speaking guides, luxury transportation, and exclusive château access. The Tailor-Made Custom Tours module enables fully bespoke itineraries based on client preferences for wineries, accommodations, activities, and budget.

Differentiator

Problem solved

Functional benefit

Products and services

• Tailor-Made Custom Wine Tours Fully customized, private wine tour of France's wine regions, designed around the client's preferences for chateaux, tastings, dining, and pace; targeted at individual travelers and small private groups.
• Ultimate Bordeaux Tour Premium multi-day private tour of the Bordeaux wine region, covering top appellations and prestigious chateaux with guided tastings and curated experiences.
• 3 Region 3-Day Wine Tour Three-day private wine tour covering three French wine regions, designed for travelers seeking a broad comparative tasting experience in a short timeframe.
• Saint-Émilion Wine Tour Private guided wine tour of the Saint-Émilion appellation in Bordeaux, including visits to renowned chateaux and tastings of Merlot-dominant wines.
• Médoc Wine Tour Private guided wine tour of the Médoc appellation in Bordeaux, featuring visits to classified chateaux and tastings of Cabernet Sauvignon-based wines.
• Sauternes & Graves Wine Tour Private guided wine tour of the Sauternes and Graves appellations in Bordeaux, featuring tastings of sweet and dry white wines at notable chateaux.
• Cognac Wine Tour Private guided tour of the Cognac region, including visits to cognac houses and tastings of eaux-de-vie.
• Burgundy Wine Tour Private guided wine tour of the Burgundy region, visiting renowned domaines and tasting Chardonnay and Pinot Noir wines.
• Champagne Wine Tour Private guided tour of the Champagne region, featuring visits to prestigious Champagne houses and tastings of sparkling wines.

Quantifiable outcome

• 99% of customers recommend Decanter Tours to their friends
• +2 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Nashville Wine Auction (NWA)minorGTM or Marketing PartnerA wine auction organization based in Nashville. Featured as a partner/client on the Decanter Tours About page, suggesting a referral or marketing relationship within the US wine community.
• Abercrombie & KentcoreChannel Partner/ Reseller/ DistributorLuxury travel operator with global reach. Featured as a partner on the Decanter Tours About page. Likely refers wine tour clients to Decanter Tours or collaborates on combined luxury travel packages.
• TauckcoreChannel Partner/ Reseller/ DistributorPremium guided tour operator offering worldwide travel experiences. Featured as a partner on the Decanter Tours About page, suggesting mutual client referral or tour extension partnerships.
• TzellminorChannel Partner/ Reseller/ DistributorTravel management company. Listed as a partner on the Decanter Tours About page, suggesting a B2B relationship for client referrals.
• FroschminorChannel Partner/ Reseller/ DistributorLuxury travel operator. Listed as a partner on the Decanter Tours About page.
• LDC (Linked Data for Conservation)minorGTM or Marketing PartnerListed as a partner on the About page. Given context, likely a wine-focused organization or wine tour partner. Nature of relationship unclear from available information.
• SherlocksminorChannel Partner/ Reseller/ DistributorTravel management company listed as a partner on the About page.
• ProtravelminorChannel Partner/ Reseller/ DistributorTravel agency network listed as a partner on the About page.
• French Superior Council of Wine TourismcoreStrategic or Co-development PartnerA French government think tank (Ministry of Tourism) created with winery owners to promote and develop wine tourism. President Mary Dardenne was elected to serve on this council, positioning Decanter Tours at the highest level of industry recognition and influence.
• CIVB (Conseil Interprofessionnel du Vin de Bordeaux)coreStrategic or Co-development PartnerThe official Bordeaux wine council. Mary Dardenne serves as a wine educator for CIVB and holds responsibility for Bordeaux accreditation courses for wine educators in the US. This official role gives Decanter Tours privileged access and credibility.
• Conseil des Vins du MedoccoreStrategic or Co-development PartnerThe official wine council for the Medoc region. Mary Dardenne serves as US representative, responsible for educating sommeliers, merchants, and restauranteurs about Medoc wines.
• River Cruise Lines (multiple, unnamed)coreChannel Partner/ Reseller/ DistributorMary Dardenne was chosen to coordinate tour guides and shore excursions for several river cruise lines, supplying pre- and post-cruise wine tour programs to cruise passengers. This is a significant B2B revenue channel.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• ToursByLocals: Marketplace connecting travelers with private local guides for customized tours worldwide, including Bordeaux, Burgundy, and Champagne. Competes with Decanter at the booking and guide-discovery layer with a tech-enabled self-serve model.
• Oenotourisme: French wine tourism platform aggregating chateau experiences and tours across France. Comparable to Decanter at the discovery/booking layer but operates more as a marketplace than a fully bespoke private tour service.

Direct peers

• Wine Paths: Luxury wine tourism operator offering private guided wine experiences across France, Spain, Portugal, Italy, and Greece. Direct competitor to Decanter Tours with comparable bespoke service, multi-region coverage, and a luxury/HNW customer segment.
• French Wine Tastings: Bordeaux-based wine tour operator specializing in private guided tastings and chateau visits across Bordeaux, Burgundy, and Champagne. Geographic and product overlap with Decanter Tours makes it a near-direct local competitor.
• Cellar Tours: Boutique operator running private, sommelier-led wine and culinary tours across France, Spain, Portugal, and Italy. Closely comparable business model to Decanter Tours: bespoke itineraries, expert guides, multi-day packages, and luxury HNW targeting.
• Bordeaux Wine Experience: Bordeaux-focused wine tourism specialist offering private tours, tasting classes, and chateau visits in the Bordeaux region. Direct peer with strong overlap in customer profile and product.
• Wine Routes France: France-focused wine tour operator organizing bespoke multi-region wine trips with sommelier-led tastings. Competes head-to-head with Decanter for English-speaking HNW travelers seeking private French wine itineraries.

Broad incumbents

• Tauck: Premium guided-tour operator with curated European itineraries, including France. A featured partner of Decanter Tours, suggesting both client referrals and overlap in the luxury small-group/experiential travel segment.
• Abercrombie & Kent: Global luxury tour operator with a dedicated France portfolio. Listed as a channel partner of Decanter Tours, indicating referral flows in both directions; competes for the same HNW traveler seeking premium French experiences.

Regional players

• Vintage Wine Tours: US-based luxury wine tour operator specializing in Napa, Sonoma, and other American wine regions. Comparable business model (private, sommeliers, bespoke) but operates in a different geography, providing a useful structural peer benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/DecanterTours
• Instagraminstagram.com/decantertours
• Xx.com/decantertours

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Decanter Tours