Macron Backs Uprooting Unprofitable Vines to Revive France’s Struggling Wine Industry

French President Emmanuel Macron visited the Wine Paris 2026 trade fair on Monday, where he addressed the ongoing crisis in France’s wine industry. Speaking directly to producers, Macron said that uprooting unprofitable grape vines is necessary to help the sector recover from overproduction and falling demand. He described wine as a key part of “France’s way of life” and promised continued government support.

The French government launched a new €130 million fund last week to help struggling vineyard owners. The program offers subsidies to those willing to remove vines that are no longer profitable. Macron told attendees that this measure is essential for maintaining the value of French wine for other producers. The focus is on regions like Bordeaux and Languedoc, which have been hit hard by declining sales of low-cost red wines.

France’s wine sector has faced several challenges in recent years. Changing drinking habits have led to reduced domestic consumption, while international competition has increased. Export difficulties have also played a role, especially after the United States raised tariffs on European alcoholic beverages. In 2025, tariffs on French wine exports to the U.S. rose first by 10% and then by 15%. According to French customs data, exports to the U.S.—the largest market for French wine—fell by 20% last year, dropping to €3.2 billion.

Industry groups estimate that France currently has a surplus of about 100,000 hectares of vineyards. Around 50,000 hectares have already been uprooted in previous efforts, and another 30,000 are expected to be removed under the new program. In past years, some surplus wine was converted into ethanol for industrial use as a temporary solution.

During his visit, Macron received gifts from producers, including a bottle labeled “For Sure,” referencing a recent viral speech he gave in Davos. He also examined a magnum of Chinese wine and acknowledged China’s growing expertise in winemaking—a development that worries some French producers.

Macron emphasized the need for France to defend its wines internationally and seek new markets. He pointed to India, Canada, and Brazil as promising destinations following recent European Union trade agreements with those countries.

This year’s Wine Paris event features a dedicated area for no- and low-alcohol wines and spirits for the first time, reflecting changing consumer preferences and growing demand among people who do not drink alcohol.

The French government’s approach aims to stabilize the sector by reducing oversupply and helping producers adapt to new market realities. The hope is that these measures will allow France’s wine industry to remain competitive both at home and abroad.