Marketing Strategies / Strategic Marketing Case Study

France's Wine Industry: In Need of Better Marketing

OR

Abstract:
In the early 21st century, the wine industry in France, an icon of French culture, has been passing through a troubled phase. The last four decades of the 20th century had seen per capita domestic consumption of wines reducing from 126 litres in 1960 to just 56 litres by 2000. The import of French wines in America and Britain had also reduced considerably since the mid-1990s. With a vast stock of unsold wines, the French wine industry was plagued by a huge financial crisis.

Pedagogical Objectives:

• To highlight the myriad problems faced by the French wine industry
• To discuss the initiatives taken by the French government to bail out the industry from the crisis.

Keywords : France; French wine industry; Varietals; Appellations; Bordeaux; Industry Analysis Case Study; French wine export; Appellation d’Origine Controlee (AOC); Institut National des Appellations d’Origine (INAO); New world; Evin Law; Fermentation; Varietal labelling; Alcohol advertising; Industrial distillation of wines

Contents:

• French Wine – Why is it Losing Out?
• The French Solution