French winemaker traveled the world and founded a wine club in Brazil
Pierre Drigou, a French winemaker from Bordeaux, traveled from Hungary to China before founding the Adega do Pierre Discover Club in São Paulo. The club offers wines from over 25 countries, many of which are rare in Brazil, and transforms each bottle into a cultural journey and an accessible, informal discovery experience.
When we think of wine, the image that usually comes to mind is of European vineyards and glasses served with a French accent. But in the case of Pierre Drigou, this story takes on broader and more adventurous dimensions. A Frenchman from Bordeaux, a trained oenologist with a passion for discovery, Pierre crossed continents before creating one of the country's most original wine clubs in Brazil: the Discoverer Club, at Adega do Pierre.
From the heart of Bordeaux to the other side of the worldAfter five years of oenology studies in France, Pierre decided to stray from the traditional route. He spent a year in Tokaj, Hungary, one of the oldest and most enigmatic European wine regions. He then spent five years in Shanghai, China, where he worked in wine importing and discovered a completely new universe of consumers and palates.
These experiences shaped his outlook: "I realized that wine is much more than tradition. It's culture, curiosity, and discovery. And that's what I wanted to bring with me to Brazil," says Pierre.
A club for flavor explorersHaving settled in São Paulo four years ago, he founded Adega do Pierre and, soon after, Clube Descobridor, a subscription club that sends wines from more than 25 different countries every month, many of them rarely seen in the Brazilian market.
No repeats of Argentine or Chilean classics. Here, subscribers can receive a red from Moldova, a white from Greece, a rosé from South Africa, or a wine with local grapes from Bulgaria. "The idea is to travel the world without leaving home," explains Pierre.
Each box includes 1, 2 or 4 bottles, an exclusive technical sheet and a collectible sticker to mark the wine of the month in a “Discoverer's Calendar”, a kind of wine travel diary in the form of a fridge magnet.
The discoverer's philosophyMore than just selling wine, Pierre wants to share stories. The labels are chosen based on authenticity and uniqueness, coming from little-known regions and rare grapes. "I want each bottle to evoke a sense of surprise, to make people think, 'I've never tasted anything like this,'" he says.
The brand reflects this exploratory spirit with a modern, minimalist aesthetic. The colors are vibrant and welcoming, the style is uncomplicated and inviting, and every detail conveys the idea of discovery without formality, a far cry from the elitist image that still haunts the wine world.
A new generation of connoisseursThe Discoverer Club's audience is made up of curious people who are passionate about new experiences, eager to learn, experiment, and discover the unexpected. And, little by little, the club is gaining ground among wine lovers in major Brazilian cities.
"The most gratifying thing," says Pierre, "is seeing that people understand that wine doesn't have to be complicated. It can be a gateway to the world."
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