Pays d’Oc Sets Bulk Wine Price Guidelines Up to 185€ per Hectoliter Amid Grower Discontent

In the south of France, the Pays d’Oc wine region is facing a debate among its winemakers over new price guidelines published by the local trade association, Inter Oc. These guidelines set out recommended prices for bulk sales of wines certified as High Environmental Value (HVE) and organic, aiming to cover production costs and allow for future investment. The move is intended to help stabilize the market and ensure that growers can sustain their businesses, but not all producers are convinced it will have the desired effect.

The guidelines, released in mid-November, establish two types of prices for six grape varieties: an “equilibrium price” that covers basic production costs, and a higher “orientation price” meant to support long-term viability. For HVE wines, the orientation price is set at 89 euros per hectoliter for merlot, 93 euros for cabernet sauvignon, 114 euros for chardonnay, 104 euros for sauvignon blanc, and 88 euros for both grenache and cinsault. For organic wines, the calculation is more complex, with prices varying according to yield levels. For example, organic merlot has an equilibrium price of 185 euros per hectoliter at a yield of 45 hectoliters per hectare, dropping to 121 euros at a yield of 75 hectoliters per hectare.

Cyril Payon, director of the Cave de l’Ormarine cooperative in Pinet, Hérault, participated in discussions about these new pricing benchmarks. He believes the initiative is a step in the right direction. According to Payon, some buyers have been paying less than even the equilibrium price and continue to negotiate downward. He hopes that by publishing these reference prices—even if they are only indicative—buyers will better understand the risks of offering too little. While he notes that market prices for chardonnay and sauvignon are approaching the orientation price, red and rosé wines are still being sold below cost. Payon does not expect buyers to immediately align with the new recommendations but thinks it may encourage them to reconsider their offers.

Benoît Gombert runs Domaine de Saliès in Quarante, Hérault, with 43 hectares under HVE certification. He finds that the prices set by Inter Oc match his own production costs and plans to use them as a reference in negotiations. However, he remains uncertain whether wine merchants will actually take these guidelines into account when making purchases. Gombert sells two-thirds of his Pays d’Oc production in bulk.

Not all producers feel represented by the new system. Henri Cases owns Domaine Saint-Martin in Leuc, Aude, with 140 hectares under HVE certification. He points out that while Inter Oc’s equilibrium price for cabernet sauvignon is set at 93 euros per hectoliter, he needs at least 120 euros to cover his expenses. Cases believes this discrepancy comes from Inter Oc using an average yield of 80 hectoliters per hectare in its calculations, while most growers in his area achieve only between 30 and 55 hectoliters per hectare. Despite his reservations, Cases acknowledges that the guidelines could help prevent sales at extremely low prices.

Cases would have preferred a system where prices are directly linked to actual yields, similar to what Inter Oc has done for organic wines. The sustainability agreements for organic production establish different equilibrium and orientation prices based on three yield levels: 45, 55, and 75 hectoliters per hectare.

Marc Benin manages Domaine de Ravanès in Thézan-lès-Béziers, Hérault, with 23 hectares certified organic. He is skeptical that buyers will pay attention to arguments based on yield or cost structure. Benin believes that wine quality determines price more than yield does. He sells all his organic Pays d’Oc wine in bulk—about half his total production—and says it is especially difficult to sell red wine at organic prices. Still, he sees some value in having these reference points available.

The publication of these orientation and equilibrium prices comes at a time when many French winegrowers are struggling with rising costs and fluctuating demand. The hope among some producers is that clear pricing benchmarks will help bring stability to negotiations with buyers and prevent sales below cost. Others remain doubtful about how much influence these guidelines will have on actual market transactions. The debate reflects broader challenges facing wine regions across France as they adapt to changing economic conditions and consumer preferences.