Jean-Luc Picard reserved a few bottles of this wine on the USS Enterprise-D and USS Enterprise-E for special occasions. Picard poured two glasses of this wine and offered a toast to Chancellor Durken after initiating First Contact with the Malcorians. (TNG: "First Contact")
Background information Edit
By coincidence or not, Chateau Picard is a real wine label, although it is made in Saint Estèphe.
The bottle of Chateau Picard is seen in the DS9 Season 1 DVD special feature "Secrets of Quark's Bar" presented by Penny Juday, although the prop was not used in Star Trek: Deep Space Nine but in Star Trek: Nemesis.
Two Chateau Picard wine bottles were sold as Lot #27 in the 40 Years of Star Trek: The Collection auction. The winner paid US$6,600, even though the pre-sale estimate was 500 to 700 dollars. After the sale, the auctioneer remarked "That's probably a record for empty wine bottles."
The 2012 novel "The Assassination Game", set in the alternate reality, mentions a bottle of Chateau Picard being served by James T. Kirk to Leonard McCoy and his date. Upon reading the label, Kirk remarks, "Chateau Picard. Never heard of it."