The French wine market and international competition

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The French wine market and international competition

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Abstract

For a long time, France has been a "wine country", a reference in terms of production and consumption of wine. Nevertheless, this world leader has seen erosion in its market share for the last few years: volumes exported are decreasing and national consumption is down. The main cause is that French wine is facing increasingly tough competition, especially from the New World. Wine has become not only a mass product but also a global product. This disenchantment with French wines is justified by the fact that it is often too complicated to the eyes of the consumer. It needs simple and clear markers. In fact, consumers are becoming increasingly rare and only have wine occasionally. Wine is no longer bought by cultured and informed people but by people who have just discovered the universe of wine, from where comes the need for a readable offer, accessible to new consumers. Moreover, wines from the New World devote a big part of their budget to marketing and communication in order to lure consumers, which is not the case with the majority of French producers. Thus, foreign wines have shown great success, to the detriment of French wines, since they simplify their offers thanks to a system of brands. Their simplicity in labeling makes it possible for everyone to easily access the world of wines. Associating French wines with marketing and especially branding would perhaps be one of solutions for the French wine crisis and thus give to France the possibility of finding its hegemonic position.

Introduction.
Panorama of the worldwide wine market at the beginning of 2005.
1. The potential of wine production on a worldwide scale.
2. Global wine production.
3. The global wine consumption.
4. International exchanges.
Focus on the French wine market.
1. Current classification and regulations in France.
2. The interior market.
3. Foreign trade of French wines in 2005.
The Expectations of the global consumer.
1. Consumption attitudes and amazing opportunities for French wine exporters.
2. French wines Vs New World wines.
The necessity of a branding strategy for French wines.
1. The role of branding in wine.
2. Strategy.
Conclusion.
Bibliography.

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[...] Summary table of the AOC regulations and local wines (Source: personal) Distribution Distribution systems From trade to distribution Various distribution channels of the French wine market (Source: OIV) Weight of the distribution network on purchases All wines Proportion of the Percentage of network purchasers in the population stores The proportion of various networks in the purchase of wines in France (Source: Onivins) This table shows us that hypermarkets and supermarkets hold the biggest market share ( 62.1 as compared to other distribution channels. [...]

[...] In 10 years, between 1999 and 2008, the French market for wine consumption should have fallen by passing the symbolic mark of 30 million hectolitres. The United States, the United Kingdom and Germany should monopolize close to three-quarters of the growth in the consumption of wine worldwide by 2008. These three countries will then account for of the worldwide consumption of still wines (except effervescent wines) against only in 2003, that is to say a progression of almost 9 million hectolitres. [...]

[...] PANORAMA OF THE GLOBAL WINE MARKET AT THE BEGINNING OF The potential of wine production on a worldwide scale In Europe In the world Global production of wine Until Principal producer countries Prospects for evolution The global wine consumption The situation until Wine consumption per continent Prospects for evolution International exchanges Exports Imports 2. FOCUS ON THE FRENCH WINE MARKET Classification and regulations in force on French soil Categories of wines Classification of wine The organization of the network Legislation Distribution Distribution networks Weight of distribution networks in purchases The domestic market Report on the state of affairs The French consumer Changes [...]

[...] The only market which is growing is that of effervescent wines French exports by destination French wine exports, 2004-2005: Evolution by country Changes in Exports as compared to the previous year In Volume In Value The study of French exports by destination shows that the volumes exported to the European Union continue to drop 4.88 between 2004 and 2005 and this in spite of an increase of up to 25 Member States. Indeed, Switzerland shows a very strong downtrend with a reduction of - in volume and - in value. [...]

[...] We can benefit from the brand awareness of French wine and develop viticulture tourism. In fact, no other producer country offers the same diversity of climates, soil, type of vines and talents than France. The tourist seeks an environmental setting, a walk through the history, wine tasting, an understanding of the process and an initiation into the association of the food and wines, hence the possibility of inviting him to discover the “fatherland of the wine”. We noted that for certain foreign consumers in particular in Australia and New Zealand, awards and prices reinforce confidence and increase the probability of purchase. [...]

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