French wine industry unveils recovery plan amid consumption decline and climate challenges

The French wine industry, facing a significant crisis, unveiled its recovery plan at the Paris Agricultural Show. The plan focuses on modernizing the wine's image, boosting innovation, and aligning offerings with consumer demand. Over the past 18 months, professional organizations have assessed the sector, which is grappling with a 70% drop in domestic wine consumption since the 1960s, declining exports, and climate challenges. Bernard Farges, president of the National Committee of Wine Interprofessions (CNIV), highlighted the industry's struggles, noting that red wine is more affected than champagne.

The collective roadmap aims to revitalize and modernize the wine's image to attract younger generations who have distanced themselves from it. The plan, named "Cap Vins," seeks to make wine more approachable and enjoyable for social occasions. Key strategies include innovation in packaging and non-alcoholic wines, promoting environmental efforts by winemakers, ambitious export strategies, and adapting supply to demand.

In response to the crisis, the Agriculture Ministry introduced a vine-pulling aid program in mid-October to address overproduction. Despite the urgency, the industry has not set a specific timeline. Bernard Farges emphasized the importance of setting a direction, acknowledging that 18 months ago, the industry was not ready to discuss downsizing or innovation. The term "recovery" was not yet part of their vocabulary.

Jérôme Bauer, president of the National Confederation of Controlled Appellations of Origin (CNAOC), noted the challenges in reaching a shared vision, which required extensive discussions and consensus. He stressed that the industry has reached a maturity level where all stakeholders are aligned. Bauer defended the plan, asserting that it is not an empty document but a shared ambition, even if concrete measures are still lacking.