Summary

The Bordeaux wine market, part of the global wine industry valued at $489.3 billion in 2021, is expected to see growth at a CAGR of 6.1% from 2022 to 2030. Bordeaux wines, predominantly red, account for 32% of French still wine exports, with significant export markets including China, the UK, and the USA. In the August 2020 to July 2021 period, 4.19 million hectolitres of Bordeaux wines were sold, amounting to 18 bottles per second worldwide. Despite this, the Bordeaux wine industry faced challenges, with a 14% reduction in export values to €1.8 billion in 2020 due to the health crisis.

Domestically in France, 57% of Bordeaux's marketed volumes are consumed, with a notable preference for Bordeaux wines across the nation – 38% of French consumers favor this region over others. However, the market is experiencing shifts in consumer habits, particularly among young people who show decreased interest in red wines, causing concerns for the market's future dynamics.

Exploring the Evolving Landscape of French Wine Consumers

The love affair between the French and their wine is a tale as old as time, deeply rooted in the culture and savored through the ages. Yet, as the years roll by, the portrait of the French wine aficionado is changing, reflecting broader societal shifts and new paradigms of consumption. In this exploration of current trends within the Bordeaux wine market in France, we catch a glimpse of how consumer behavior is adapting to the changing times. While over three-quarters of the French population say they drink wine, it's interesting to note that there's an evident generational divide when it comes to preference and frequency.

According to recent surveys, only between 20 and 25 percent of the 25-39 age demographic count themselves as wine drinkers, revealing a stark contrast to the nearly half of all wine consumed by those above 55 years old. Red wine, particularly from Bordeaux, still reigns supreme as the favored choice for over half of the French populace. Men and older generations show a stronger affinity for red, with around two-thirds in each of these groups expressing a preference over white or rosé wines.

When looking further into the regions, Bordeaux remains the jewel in the French wine crown, with approximately 38 percent of consumers counting it as their preferred wine-growing area, closely followed by Burgundy. This preference is particularly pronounced among men, the older population, and those hailing from the South-West of France. Despite this affection for Bordeaux wines, consumer habits are experiencing a wave of transformation.

The majority of French people, leaning towards a staggering figure of around 75 to 80 percent, typically purchase their wine from supermarkets. An interesting behavioral nuance emerges when we consider the influence of the price tag; nearly all consumers opt for more budget-friendly wines under €15. Within this budget-conscious context, Bordeaux still manages to capture nearly half of the sales of 75cL bottles of red wine priced above €5, with the average bottle fetching around €5.66 based on sales volumes.

Nonetheless, the market is not without its challenges. A trend of consumption moderation is evident, particularly among young adults, with preference shifting away from traditional red wines to fresher, chilled choices such as white and rosé, which are considered more approachable and safer when it comes to less experienced palates. Specifically, red Bordeaux wines within the €3 to €5 range are feeling the impact, as a significant part of the demand exits the market without shifting to other alcoholic beverages. 

Key Contributors in the Bordeaux Wine Market Landscape

 Esteemed Winegrowers:

  • - Château Giscours: This prestigious estate has solidified its reputation as a producer of fine wines, representing the rich heritage of Bordeaux winemaking.
  • - Château Fonplégade: Esteemed for its high-quality wines, Château Fonplégade is a noteworthy player within the winegrowing community of Bordeaux.
  • - Château Margaux: With a history of producing exceptional vintages, Château Margaux stands as a paragon of excellence in the Bordeaux wine market.
  • - Château Lafite Rothschild: This acclaimed château is synonymous with luxury and premium quality that echoes through its wines and branding.

Cooperatives and Unions:

  • - Univitis: This cooperative contributes significantly to the volume of wine produced in the Bordeaux region, making it a central figure in the market.
  • - Baron d'Espiet : A cooperative known for engaging a network of winegrowers to produce a diverse portfolio of wines.
  • - Cave de Sauveterre-Blasimon : This cooperative gathers several growers, producing wines that express the richness and diversity of their terroirs.
  • - La Rose Pauillac: With a cooperative approach, this entity provides a collection of wines that meet the expectations of Bordeaux wine enthusiasts.
  • - Union de Producteurs de Saint-Emilion: This union represents the collective strength and quality of Saint-Emilion producers, showcasing the region's wine heritage.

Dynamic Négociants :

  • - Les Grands Chais de France: As a leading négociant, this company plays a crucial role in shaping the market and expanding the reach of Bordeaux wines globally.

Retail Powerhouses:

  • - Carrefour France: As one of the largest supermarket chains, Carrefour offers a wide selection of Bordeaux wines to a broad audience.
  • - Auchan Group : This supermarket giant ensures a prominent presence of Bordeaux wines on its shelves, making quality wine accessible to consumers.

Specialized Wine Retailers:

  • - Caves de Rauzan : A specialized wine merchant that curates a variety of Bordeaux wines, connecting consumers with both classical and contemporary expressions of the region.
  • - Nicolas : With a long history in wine retail, Nicolas stores have become synonymous with quality wine offerings, including those from Bordeaux.
  • - Cavavin : As a specialized wine retailer, Cavavin brings personalized service and expert
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  • Number of pages : 30 pages
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  • Last update : 12/04/2023
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Summary and extracts

1 Market overview

1.1 Definition and presentation

The Bordeaux wine market in France is the market for winegrowing in the French department of Gironde (33), located in the southwest of France. This department is internationally renowned for its wines, which are among the most famous in the world.

In 2022, red wines accounted for over 85% of the region's total production, with white wines accounting for just over 10%. Sweet and syrupy wines, rosés and sparkling wines are rarer but still present.

For red wines, the main grape varieties are Merlot (which accounts for over 60% of total production), Cabernet Sauvignon (25%), Cabernet Franc (11%), followed by Malbec, Carmenère and Petit Verdot. For white wines, the main grape varieties are semillon (53%), sauvignon (38%), muscadelle (6%), colombard and ugni blanc.

There are 48 different Appellations d'Origine Contrôlée (AOC ) on the Bordeaux wine market, distributed between :

  • The Garonne and Dordogne rivers (9 AOCs)
  • The Graves region (3 AOCs)
  • Blayais and Bourgeais (4 AOC)
  • Libournais (12 AOC)
  • Médoc (8 AOC)
  • Bordeaux regional appellations (6 AOC)
  • Sweet white wines (6 AOC)

Over the period August 2020 to July 2021, the equivalent of around 4.19 million hectolitres of Bordeaux wines would have been sold, or 18 bottles per second worldwide.

In the same year, the French were the leading consumers of Bordeaux wines, purchasing 57% of the product's marketed volumes. After France, the main customers for Bordeaux wines are China, the UK, the USA, Switzerland, Japan, Belgium, Canada and Germany.

1.2 The global market

The global wine market

According to a report by Acumen Research & Consulting, the global wine market is estimated to be worth $***.* billion in ****, and is expected to grow at a CAGR of *.*% between **** and ****. This gives the following estimates:

World wine market World, ****-****, in billions of dollars Source: ****

With regard ...

1.3 The French market

The national wine market

Wine occupies a special place in French culture. According to Insee industry figures, the French wine market is estimated to be worth over ** billion euros in ****.

French wine market size France, ****-****, € billion Source: ****

However, the challenges facing the wine industry are multiplying. The US surtax on ...

2 Demand analysis

2.1 Consumer profile

According to the Cavissima **** annual barometer conducted by Ifop on "Les Français et le vin", **% of French people say they drink wine, and **% say they buy it. A total of *.*% say they "consume wine frequently".

French wine consumption frequency France, ****, in Source: ****

According to a Wine Intelligence study also published ...

2.2 French consumer habits

By the end of ****, **% of French people will say they buy wine in supermarkets. This figure rises to **% among **-** year-olds. Supermarkets are the primary place of purchase for **% of respondents of all ages, while **% prefer to buy wine directly from a winery, and **% from an independent wine merchant.

Place of ...

2.3 Demand affected by changes in wine consumption

Young people turning away from wine

A Kantar study reveals that young people seem to have little interest in wine compared to their elders. The **-** age group accounts for just **% of all wine consumed, and their consumption has been falling in recent years. Between **** and ****, consumption is expected to fall ...

3 Market structure

3.1 Value chain

The wine market is divided into several types of players involved in the various stages leading up to the marketing of wine. Production leads either to direct sales on the estate, or to sales to intermediaries who in turn sell the wine to retailers. Finally, the wine is either sold to ...

3.2 Bordeaux wine production

there are several types of wine producers who fall into three main categories[***] :

Winegrower-harvesters, who vinify their own harvest Négociants vignificateurs, who buy grapes from winegrowers for vinification Caves coopératives, which are groups of winegrowers who produce and sell wine made from the grapes of their members.

The Bordeaux ...

3.3 Distribution of Bordeaux wines

The distribution of Bordeaux wines sometimes involves specialized market players. These may be wine merchants, who then sell to distributors such as supermarkets and hypermarkets, or CHD professionals such as restaurants and hotels. There are an estimated *** négociants selling Bordeaux wines, representing the "Place de Bordeaux". Merchants account for **% of ...

4 Offer analysis

4.1 Bordeaux wine price indices

In March ****, the Wine Decider website reports a general price increase for Bordeaux wines of around *.*% over * year, a figure that remains well below general price inflation.

According to the Vinoclub website, a good Bordeaux wine costs at least €*-*. Prices can then soar depending on the appellation. Here are a ...

4.2 Types of offer: wines and grape varieties

Most Bordeaux wines are red, but there are also whites and, to a lesser extent, rosés. In fact, white wines are enjoying strong growth, as they are easily drunk chilled for lunch or as an aperitif. Today, some *,*** winegrowers produce white wines every year. [***] In France as a whole, dry ...

4.3 Appellations and geographical breakdown of Bordeaux wines

There are over fifty different appellations in Bordeaux. Some, such as Bordeaux, Bordeaux Supérieur and Crément, cover the entire Bordeaux region. Others are more localized to certain wine-growing communes in the Bordeaux region, notably on the left bank of the Gironde and Garonne rivers in the Médoc, Graves ...

5 Regulations

5.1 Regulations

The label

Wine labels must include * compulsory statements:

the sales name wines with a geographical indication (***) actual alcoholic strength by volume origin nominal volume name of bottler batch number allergens

For sparkling wines, the sugar content is added, and for wines with a GI, the requirements may vary.

There are also ...

List of charts

  • World wine market
  • Share of Bordeaux wines among French exports of still wines
  • Bordeaux wine exports by region
  • Main export countries for Bordeaux wines
  • Breakdown of Bordeaux wine production by type of wine
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Latest news

Grands Chais de France in Alsace: Riesling in the background - 21/06/2023
  • Grands Chais de France (GCF) group founded: 1979 in Alsace, France
  • Main brand: J.P. Chenet
  • France's leading exporter of wines and spirits
  • Sales: 1.1 billion euros in 2019
  • Brands: J.P. Chenet, Grand Sud, Calvet, Jelzin vodka
  • France's leading private winemaker with over 3,000 hectares of vineyards
  • Nearly 80% of sales generated abroad, in over 173 countries
  • Workforce: 3,000 employees
  • Annual quantity of wine produced: 1.5 million hectolitres, either in-house or under contract to French winemakers
Grands Chais de France et d'Allemagne - 27/04/2023
  • GCF is based in Petersbach, Bas-Rhin
  • In 2021, GCF achieved sales of 1.234 billion euros, 80% of which were exported, and is active in over 178 countries
  • GCF is France's leading wine exporter and ranks fifth worldwide
  • Acquisition of Zimmermann-Graeff & Müller GmbH (ZGM), France's leading winemaker by 2023
  • ZGM, based in Zell (Moselle), is one of Germany's leading wine merchants, working with some 1,000 winegrowers in Rhineland-Palatinate
  • Hechtsheim (Weinkellerei Hechtsheim), a German company based in Mainz, was acquired by GCF in 2008
Carrefour, with hypermarket rescuers and tenant managers - 14/12/2022
  • In 2018, Carrefour's CEO announced the use of lease management
  • An independent leases the premises and goodwill to avoid selling stores with chronic deficits
  • 48 of the 253 hypermarkets have been leased out, with 15 to follow in 2023
  • There's no shortage of candidates for the venture, many of them former in-house managers
  • Eventually, the aim is to move from lease management to franchising, in a 50-50 partnership with Carrefour.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Les Grands Chais de France
Carrefour Groupe
Auchan groupe
Caves de Rauzan
Nicolas (Castel Groupe)
cavavin
Vins Etonnants
Inter Caves
La Rose Pauillac
Union de Producteurs de Saint-Emilion
Baron Philippe de Rothschild
Bernard Magrez

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