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1.1 Definition and scope of study

A wine bar is a form of theme bar specialising in wine tasting by the glass for wine lovers . They often offer customers the opportunity to discover original wines that are not widely available in the usual distribution channels. The emphasis is on the user-friendliness and originality with a wide offer that can appeal to both the amateurs that the insiders in oenology

Wine bars in France have developed rapidly in the urban environments but nowadays they are appearing more and more in the rural areas . They are also widespread in wine-growing regions, which benefit from the rise of wine tourism Sommeliers-cavists offer personal selections of local wines from their wine region served with cheese plates, cold meats, tapas, etc

It's a booming market The majority of wine bar managers believe that demand and the number of establishments will increase in the coming years. But this highly fragmented market is competing with similar concepts (theme bars, wine shops).

1.2 A dynamic global market

The size of the world wine market in value terms is estimated at US$**.* billion in **** and is expected to grow at a CAGR of *.*% over the period ****-**** to reach $**.* billion by ****

Source: ****
According to data from the International Organisation of Vine and Wine (***)

Source: ****
In addition, the OIV evaluates ...

1.3 A growing business in France

According to the FNCI (***) in France, referenced under NAF code **.**Z, the sector's sales are up it is estimated according to the Insee to *.* billion euros in ****, compared to *.* billion euros in ****, an increase of *.*% year-on-year. These figures are to be taken with caution as they do not only concern the ...

1.4 Foreign trade: France is the world's leading exporter of wine by value

France is mainly wine exporter . In ****, the total value of wine exports is estimated at *.* billion euros The volume of exports was **.* million hectolitres, ***.* million, compared with imports of *.** million hectolitres imported, i.e. *.** million hectolitres - or a cover ratio (***) by ****% . France exports eleven times more wine than it imports ...


2.1 Portraits of wine consumers in France

The sOWINE/SSI barometer published annually by the Sowine agency, gives detailed information on wine consumers in France
Differences in wine consumption by gender
According to the SOWINE/SSI **** barometer, men consume more wine than women (***). Wine is also france's favorite alcohol in front of the beer and cocktails.

Source: ****
We ...

2.2 A structural decrease in wine consumption in France

The French are from wine connoisseurs . According to a report by the International Wine and Vine Organization France is the second largest wine consumer in the world after the United States, with a total of **.* million hectolitres of wine consumed in ****, or more than *.* billion bottles consumed . [***]

Source: ****
Nevertheless, they consume ...

2.3 The difficulty of reconciling bars and wines

Wine continues to appeal to the French, however, according to a survey conducted by the behavioral research and consulting firm BVA, **% of French people said they would prefer wine to beer in **** .

Source: ****
But wine continues to be associated with an family or friendly environment and not to a drink usually ...

2.4 Typology of wine bar clientele

According to the survey Ipsos , the clientele of wine bars is mostly mixed (***) . The wine bar is therefore not limited to a male clientele and one can observe a real feminization of its clientele .
Similarly, the clientele of wine bars is essentially composed of of assets between ** and ** years old (***), surely ...


3.1 Overview of the value chain

3.2 Increased competition

Strong competitive pressure in Paris
As the survey shows Ipsos , two thirds of the **** French wine bars are located in Paris which greatly increases competitive pressure in the capital .

Source: ****
Franchise development
Some bars are opening up to franchising which may be an opportunity for them to move up-market . In this ...

3.3 Often local competition

France accounts for **% of the world's wine-growing area
Five countries including three European countries, account for half of the world's wine-growing area France is in third place, with ***,*** hectares of wine-growing area in ****, i.e. **% of the world's wine-growing area, behind spain (***). [***]

Source: ****
According to figures from the Comité National des ...

3.4 A distribution that favours direct contact with the winegrowers

The wine bars still represent a very small part of the distribution of still wines in France the specialty stores (***)

Source: ****
In addition, the managers of wine bars wish to favour direct contact with local producers **% of them choose the wines they offer by visiting the domains and **% by visiting trade ...


4.1 The need for a different concept: warm and specialized places

A study conducted on the level of consumer satisfaction with restaurants revealed that respondents were quite satisfied with the number of dishes offered à la carte and the site's conviviality with a **% and **% satisfaction rate respectively. However, it seems that the prices and the origin of the products are the two areas ...

4.2 A varied offer with red wines at the top of the list

The wine bars offer a very varied offer on their card since they have on average *** wine references
These wines come from overwhelmingly from France (***) are the most represented regions.

Source: ****
As for foreign wines, they are offered by **% of the wine bars in a concern for diversity and novelty of ...

4.3 High prices

The average customer ticket frequenting wine bars amounts to ** euros . But this price hides certain disparities
The average ticket is higher in Paris (***); **% of consumers spend less than ** euros they're the ones looking for convivial places and trendy ; **% of consumers spend between €** and €** s, they are more in search of quality ...

4.4 A sector in constant innovation

Wine bars are constantly innovating, whether they are classics (***). Half of the bars offer animations s, of the tasting evenings s, of the theme nights or even meetings with the producers themselves .
In addition, new wine bar concepts are emerging such as wine bars In the form of lorries criss-crossing France ...


5.1 NAF Code

The NAF code used to compile statistics on the wine bar market is as follows "**.**Z Drinking Places" . [***]
This subclass includes the activities of preparing and serving beverages for consumption on the premises, i.e.
The bars The cafes The discos and dance floors where beverage service is predominant The itinerant ...

5.2 Regulation of public houses

Business Permit
Anyone wishing to declare the opening, transfer or transfer of a public house or restaurant must follow an specific training on the rights and obligations relating to the operation of this type of establishment as well as the different public health issues
This training lasts ** hours minimum spread over ...


6.1 Segmentation

  • Le Petit Sommelier
  • Ô Château
  • N°5 Wine Bar

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chargé d'études économiques, Xerfi

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Pierre Doussau

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