Saint-Pourçain received its AOC in 2009. The reds blend Gamay and Pinot noir, the rosés are Gamay, and the whites blend Chardonnay with Tressallier, a local grape.
The Union des Vignerons runs the Cave de Saint-Pourçain in the town of Saint-Pourçain-sur-Sioule, with visits and tastings. In August the town holds its wine and food festival.

