La concurrence est plus que rude, et les crus français ont bien du mal à s’imposer à l’international. Qu’en disent les experts, et quelle solution utiliser pour changer le cours des choses ?
For some time now, it has been noted that French wine production has struggled to establish itself. Indeed, French wines continue to lose huge market share in many countries. Whether it's the UK or China, the numbers are pretty alarming. In volume or value, French wines are seriously starting to run out of steam. In terms of statistics, 12 points of market share were lost over a period of fifteen years in the United Kingdom, by the Hexagon.
This trend is tending to generalize, which does not bode well despite the fact that 2015 promises to be a good wine production.
The misfortune of some makes the happiness of others
It is in these circumstances that this saying finds its true foundation. Indeed, this rather delicate situation experienced by French wines, benefits Italy quite well and Australia. Indeed, their imported volumes have seen significant increases since 2009, and they are not the only ones to take advantage of this situation. Spain does not intend to let such an opportunity pass by, and is increasing its sales of bottled wines on the UK side.
France still retains all its dignity in terms of exported values, with a market share of over one billion euros, or nearly 33%. However, nothing is won for her as Spain, New Zealand and Italy intend to pose serious obstacles for her. We can see this decline much more in the sparkling wine sector. Champagne has indeed lost around ten market shares since 2009, thanks to Italian prosecco which is gaining ground.
Champagne in a delicate situation
For the sixth largest wine importer in the world (China), the volumes of French wines have been declining in popularity since 2013 with a drop of 2 points in 2014. In short, France only holds 34% of market share, i.e. about 1.3 Mhl. Other producer countries such as Spain and Chile are redoubling their efforts to compete, and do not intend to leave anything to chance to become leaders in the sector. According to recent statistics, the volumes of wines from Chile and Australia are increasing steadily compared to those from France.
Another fact that explains the fall in the market share of French wines is China's anti-corruption policy. Indeed, since the end of 2012, it has had a strong impact on wines and other high-end products. If we are to believe the experts, these figures could be markedly improved in 2015. It is therefore quite possible that French wines will see their prices increase compared to those of 2014. The results are becoming less dull in Germany and the States -Unis, where French wines are on the rise in market share. So there is hope.
Ultimately, it should be remembered that even if French wines have some difficulty establishing themselves on the outside, the trends point to great improvements for the years to come. Maybe with a little patience we can see them regain their former glory.