(Forbes) - Bordeaux and Instagram are not an obvious cultural pairing; indeed one might consider them a clash of cultures--but the young (he’s 23) Flavein Pommier of Bordeaux’s Chateau Darius is trying to change that.

Says Pommier, “We want to bring a modern approach to the wine business which remains very traditional in Saint-Emilion. Our goal is to link the traditional with multimedia and technologies to become the first Saint-Emilion Grand Cru 2.0.” Château Darius (owned by the Pommier family) produces a highly acclaimed Saint-Emilion Grand Cru and Pommier (whose middle name is Darius) handles the marketing of the winery alongside his friend and business partner Patrick Sean. “We are two young entrepreneurs passionate about wine and challenges.” The two, who are 23 and 25 respectively, do not use Instagram just to post photos. Rather, says Pommier, “we use it as a development tool to meet other professionals of the food and wine industry and from other horizons as well.