Pink October 2026: Château Joanin Bécot committed to the fight against breast cancer
Ch. Joanin Bécot 2019 Limited Edition Pink October
Every year, Pink October brings together millions of people around the world in support of a common cause: the fight against breast cancer. This international campaign aims to raise awareness of the importance of early detection, support research efforts, and help women affected by the disease.
To mark Pink October 2026, Château Joanin Bécot, the Castillon Côtes de Bordeaux estate owned by the Bécot family, is once again reaffirming its commitment to this important cause. Supported by numerous partners from the wine industry in France and abroad, this initiative helps raise public awareness of the importance of early screening while supporting the programmes organised as part of Pink October.
Once again this year, The Wine Merchant is delighted to support this initiative and help spread this vital message of awareness among its customers around the world.
Château Joanin Bécot: a reflection of the Bécot family's values
Located in the heart of the Castillon Côtes de Bordeaux appellation, Château Joanin Bécot benefits from an exceptional clay-limestone terroir, forming a natural extension of the renowned Saint-Émilion plateau. The vineyard produces wines celebrated for their freshness, elegance and finesse.
The estate belongs to the Bécot family, who also own Château Beau-Séjour Bécot, a Premier Grand Cru Classé in Saint-Émilion. Acquired in 2001 by Juliette Bécot, the property kept its historic Joanin name, to which the family chose to add their own surname as a symbol of their long-term commitment to the estate. As with their other family-owned vineyards, the work in both vineyard and cellar is guided by a philosophy based on respect for nature, patience, precision and humility.
This constant pursuit of excellence and authenticity reflects values upheld by the Bécot family for generations: revealing the truest expression of the terroir while embracing a responsible and people-centred vision of winemaking.
Juliette Bécot, owner
The wine industry unites for Pink October
For several years, Château Joanin Bécot has taken part in Pink October, the major international campaign dedicated to raising awareness of breast cancer screening and supporting medical research. Convinced that tackling this disease requires a collective effort, the estate mobilises an extensive network of partners to broaden the impact of the initiative.
In Bordeaux, where the wine industry plays a central role in both local heritage and the economy, many wine professionals choose each year to support Pink October and help amplify its prevention messages. Château Joanin Bécot is fully committed to this spirit of solidarity.
The initiative brings together a wide range of participants, including:
- Fine dining and Michelin-starred restaurants;
- Independent wine merchants;
- Sommelier ambassadors;
- Hotels and hospitality partners;
- Wine distributors and industry professionals around the world.
Beyond raising awareness, Château Joanin Bécot aims to contribute directly to the actions carried out as part of Pink October and to support the spirit of solidarity that accompanies this international campaign every year. By involving its partners, customers and wine lovers in this initiative, the estate seeks to support a cause that affects millions of women and their families worldwide.
In France alone, more than 75 restaurants, including several Michelin-starred establishments, have already confirmed their participation in support of the campaign throughout October. This collective commitment helps increase the visibility of Pink October among the wider public.
Together for a brighter, Pinker future
Through this initiative, Château Joanin Bécot invites all its partners, customers and wine enthusiasts to join this collective effort.
At The Wine Merchant, we are particularly proud to support this initiative led by Château Joanin Bécot and to contribute, in our own way, to the mobilisation in the fight against breast cancer.
Because breast cancer affects us all, every action matters. By renewing its support for Pink October, the estate reaffirms its determination to contribute, at its own level, to a movement that brings hope to patients, their loved ones and all those committed to prevention, early detection and research.
Beyond our commitment alongside Château Joanin Bécot, part of the TWM team also laced up their trainers to take part in the Challenge du Ruban Rose in Bordeaux on Saturday, 17 October. This charity run along the city’s iconic quays brought people together in a spirit of solidarity and support for the fight against breast cancer. It was a wonderful opportunity to put our values into action and continue promoting awareness, prevention and solidarity!
