Wine consumption: an evolution in several unknowns.
Since the market has gone global, we can note two contradictory points.
The first, positive, is an increase in export sales with a strong image of French wine.
The second, negative, a threat of falling sales due to competition from other producing countries, much more aggressive about marketing strategies accomplished.
In the domestic market, There every year a decline in sales volume because the French are drinking less wine. Regular drinkers are increasingly rare, while the share of non-wine drinkers increases. But at the same time, the French drink more, or at least, they drink more expensive, guided by the AOC wines. Over the years, the supply of wines AOC has indeed increased but with a virtual absence of selection that would have kept the primary objective, which was segmented by quality wines.
So today we have what?
A new consumer buying, in 75% of cases, its wine in supermarkets, at a radius where the stress of agonizing choices facing more than 800 references dizzy more than one. Who has not his aoc? Who has not his medal? The profession is giving its own rewards and its amenities. The AOC is no longer a guarantee of quality. The consumer who wants to understand the wine he buys, remains ignorant face a label often irrelevant. Soon he will also understand that the gold medal of any contest is not in any way guarantee him a pleasure to taste.
A tight global market with high competitive developments in Anglo-Saxon and a rising consumption in emerging countries who first touches the wines upmarket . The nouveaux riches of these countries consume the luxury so the Champagne , Cognac and Bordeaux wines. Wait until the division of wealth in these countries will do before they can sell the wines more accessible.
Meanwhile, it is still remarkable to see French companies such as Gérard Bertrand Hospitalet, Domaines Paul Mas with Arrogant Frog , Gabriel Meffre with fat bastard and wild pig and many others, win market share with a creativity and rich pay. It would still be wise to talk about these people to know, to ourselves, the interest to go ahead, be creative, dynamic and control its marketing strategy to sell French wines. And do not believe that it is cheap wine. These wines are very well made and very good qualities.
Marketing is not a dirty word!
Tags: supermarket wine , Anglo Saxon , Fat Bastard , Arrogant Frog , marketing strategy , Gerard Bertrand , the hospitalet , Paul Mas , champagne , marketing strategies , Wild Pig , upscale , nouveau riche , wine consumption , Gabriel Meffre
