French Wine Industry Invests 60% Less Than Italy in Promotion Amid Historic Crisis

French wine producers are facing a historic crisis, prompting industry leaders to call for new strategies and greater collaboration. On Tuesday, November 25, the Confédération Nationale des producteurs de vins et eaux de vie de vin à Appellations d'Origine Contrôlées (CNAOC) held an unprecedented event called “Le Grand Direct des AOC.” The meeting brought together 600 winemakers and generated over 1,000 questions about how to manage the ongoing crisis in the wine sector, revive consumption, reduce administrative burdens, and encourage innovation.

Jérôme Bauer, president of the CNAOC—now rebranded as “Maison des Vignerons”—emphasized that the time for simply observing problems is over. He said future decisions will be based on input from winemakers themselves. Bauer stressed that only collective action will help the French wine industry recover from its current difficulties. He pointed out that commerce is now the main battleground and suggested a shift in how the €270 million annual budget from the National Strategic Plan (PSN) is allocated. This fund supports vineyard restructuring, investment, promotion in foreign and domestic markets, and distillation of by-products.

Bauer noted that the distribution of these European funds has remained largely unchanged for years. He argued that budget adjustments are necessary because new opportunities have emerged. According to him, savings should be made in restructuring and investment due to current economic challenges faced by wine businesses. Instead, he believes more resources should go toward internal promotion and marketing abroad.

A key concern raised during the event was France’s lagging investment in wine communication compared to Italy. Italian producers spend €100 million per year on communication efforts, while France invests only €40 million. Bauer called for a stronger collective approach under a unified “Vin de France” banner, similar to what Italian producers have achieved through joint marketing campaigns.

Bernard Farges, president of both the Bordeaux Wine Council (CIVB) and the National Committee of Wine Interprofessions (CNIV), reported progress on this front. Over the past year, marketing directors from various interprofessional organizations have worked together on a shared campaign aimed at younger consumers. This national campaign was recently presented at the CNIV general assembly. Several interprofessional groups—including those representing Bordeaux, Rhône Valley, Languedoc, and Provence wines—have already agreed to participate. Farges said more organizations are expected to join soon.

Farges explained that the goal is not for regions like Bordeaux or Burgundy to compete against each other for market share within France. Instead, he wants French producers to target beer drinkers and people who do not currently consume wine. He believes that pooling a small portion of each region’s marketing budget could help reach new audiences and present wine differently to consumers who are unfamiliar with it.

The collaborative approach marks a significant change in how French wine producers address their challenges. Industry leaders hope that by working together and increasing investment in communication, they can attract younger generations and regain momentum in both domestic and international markets.