As of 2020, the global wine market, including oenotourism, has been impacted by the COVID-19 pandemic, resulting in a significant shift in wine tourism activities and consumption behaviors. Lockdown measures led to a halt in traditional tourism, prompting the wine industry to adapt by embracing digital solutions, such as virtual tastings and online sales, to maintain consumer engagement and drive revenue. Although physical visits to wineries decreased, the French wine tourism market displayed resilience, with expectations of a structural long-term growth.

Despite the challenges, the market showed potential for recovery, as indicated by the mobilization of the sector to implement sanitary guide measures and the innovative digitalization of wine-related experiences. This shift to digital experiences reflects a larger trend across the wine market, where wineries aim to diversify income sources and cater to changing consumer preferences for active, culturally rich tourism experiences.

Prior to the pandemic, the global oenotourism market was estimated at $50 billion, and the French market alone accounted for €5.8 billion in the same year. The overall wine industry remains a significant economic player, with France positioned as the world's second-largest wine producer, contributing to both domestic and international wine consumption.

Evolving Trends in the Nation's Oenotourism Market

The oenotourism market in the country has experienced a substantial growth spurt, particularly since its more systematic development. The burgeoning wine tourism sector signals a significant economic opportunity, given the nation's position as the world's premier tourist destination and its status as a major wine producer. With a heritage boasting an array of indigenous grape varieties and esteemed wines, the country's potential for oenotourism cannot be understated. Delving into consumer demographics, wine tourists in the country are predominantly local, with French nationals accounting for around 60% of the demographic.

Interestingly, this market is largely male-dominated, with approximately 60% representation, and the average age of a wine tourist hovers around the mid-40s. Most of these enthusiasts have a net monthly income of over EUR 3000 and partake in wine consumption at least once a week. The market segmentation reveals that epicureans, comprising some 40% of oenotourists, mainly engage in wine tasting, cellar tours, and purchasing activities. Other notable segments include the classics, explorers, and experts, each with their distinct motivations and behaviors, thus diversifying the demand within the market.

Foreign wine tourism is also on the rise, with an increase from 39% to 42%. International visitors, typically with higher budgets, represent a critical growth potential for the country's wine tourism stakeholders. The shift towards younger wine tourists, aged between 20 and 25, is indicative of a market opening up to new generations eager to acquire wine-related knowledge and tasting skills.

The scope of oenotourism extends beyond mere wine tasting, as tourists are increasingly seeking comprehensive experiences. The typology of services has evolved to cover a multitude of activities: from cellar visits to gastronomic offerings, cultural events, and even vinotherapy. The sale of wine, however, remains a vital component with visitors spending between EUR 100 and 110 on average. With the wine industry shaping the backdrop of the country’s oenotourism market, the wide array of personnel within the industry, from winegrowers to indirect jobs in adjacent fields, corroborates the multifaceted nature of this sector.

The wine market, with a conservative estimate of around EUR 33 billion, underscores the centrality of wine in the national culture and economy. This backdrop sets the stage for the in-depth exploration.

Prominent Players Shaping the French Wine Tourism Landscape

The French wine tourism market is nurtured by a diverse array of businesses, each contributing to the tapestry of experiences that attract connoisseurs and casual tourists alike. These companies, each with their own unique offerings, form integral components of France’s wine tourism narrative. Here we explore a selection of these key market players, who together, create the rich fabric of France's oenotourism sector.

  • Domaine des Claires – Artisans of Wine Elegance Nestled in the wine-rich regions of France, Domaine des Claires stands as a testament to the artisanal approach to winemaking. With a commitment to terroir-driven expressions, these winegrowers deliver immersive experiences that go beyond the bottle. Visitors are invited to explore the estate's vines, engage in tastings, and uncover the meticulous process that guides the transformation of grape to glass. Domaine des Claires has etched its name amongst those who prioritize a hands-on and intimate approach to wine tourism.
  • Unidor – Cooperative Cellars with a Shared Vision The essence of communal effort in winemaking is best represented by cooperative cellars like Unidor. These collectives unify the might of individual winegrowers, pooling their resources to create wines that speak to the collective skills and regional character. Offering visitors a glimpse into the camaraderie and collaboration that fuels their industry, cooperative cellars like Unidor demonstrate the power of shared passion in crafting exceptional vintages. They play a central role in wine tourism by showcasing how individual efforts can culminate in a communion of tastes and narratives.
  • Grands Chais de France – The Ambassadors of Fine Wines As traders in the grand theater of French wine, Grands Chais de France are the custodians of commerce and variety. Their expansive portfolio ensures that the global stage receives a comprehensive encounter with France's viticultural prowess. Wine tourism's narrative is richer for their participation, offering a gateway to a world of wines that range from the accessible to the exquisite. Grands Chais de France serves not just as a conduit for commerce, but as ambassadors of French wine heritage across the globe.
  • These companies showcase just a slice of the diversity and dynamism present within the French wine tourism market. From the artisanal realms of family-run estates to the collective powerhouses of cooperatives, and the expansive networks of traders, the French wine landscape offers an array of destinations for enthusiasts and newcomers alike. Each player, with
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  • Number of pages : 30 pages
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  • Last update : 25/06/2021
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Summary and extracts

1 Market overview

1.1 Definition and scope of the study

Oenotourism, or wine and wine tourism, is a form of rural tourism based on the discovery of wine-producing regions and their products . It includes many activities, such as :

  • Wines
  • Vine and wine professions :
  • Knowledge of grape varieties and terroirs
  • Historical and cultural heritage (museums, visits to estates, etc.)
  • Gastronomy
  • Vinotherapy.

Born in California in the 1970s, wine tourism developed later in France, in the early 2000s, following the results of a study carried out in 1999 by the AFIT (Association française de l'ingénierie touristique) revealing the growing interest of French and foreign tourists in this type of tourism . As the world's second-largest wine-producing country and the world's leading tourist destination, the the country's wine tourism potential is not negligible and the margin for business growth is immense. The country also enjoys a great diversity of its terroirs and the quality of its wines.

Today, the French wine tourism activity is burgeoning and helps revitalize local economies. The main vineyards come from the regions of Bordeaux, Champagne and Burgundy: wine is the main tourist activity there. The other vineyards are engaged in actions to diversify their offer, notably through digital (internet platforms, digital applications, social networks, etc.). The activity also benefits from strong support from the public authorities, notably with Atout France, the state operator responsible for supporting the sector

List of charts

  • Profil des oenotouristes
  • Répartition des oenotouristes par catégorie
  • Pays d'origine des oenotouristes
  • Part des caves proposant cette activité
  • Dépenses moyennes des oenotouristes
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Latest news

Ackerman creates art galleries in its cellars - 04/08/2023
  • Ackerman was founded in 1811.
  • Ackerman welcomes a resident artist for a period of three years.
  • Ackerman's galleries are up to 20 meters high, 6 meters wide and 150 meters long.
  • Ackerman has 7 kilometers of galleries where its sparkling wines were made.
  • The site now offers four monumental spaces dedicated to artistic creations.
  • Ackerman welcomes 42,000 visitors every year.
Contemporary art sparkles at Bouvet Ladubay - 28/07/2023
  • Bouvet Ladubay was founded in 1851.
  • For the past 30 years, the company has been inviting artists to exhibit in its 800 square-meter space.
  • Some one hundred artists have already presented their work to the public in this private contemporary art center.
  • The company also welcomes 30,000 visitors each year for tours of its historic cellars.
  • Bouvet Ladubay exports 60% of its annual production of 6.6 million bottles to 45 countries.
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
Wine: for its 30th anniversary, Le Hameau Duboeuf creates an immersive show - 22/05/2023
  • Hameau Duboeuf celebrates its 30th anniversary.
  • Maison Georges Duboeuf is the wine producer associated with the theme park.
  • The theme park boasts 3,000 collector's items from the region's wine-growing heritage.
  • The exhibition area covers 30,000 square meters.
  • Annual visitor numbers are 80,000.
  • For the past three years, Hameau Duboeuf has been investing in immersive attractions (explore games).
  • 70% of visitors are French.
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
Bernard Magrez ready to open his wine empire - 07/04/2023
  • Bernard Magrez is looking for 200-300 million euros to expand his empire of 38 vineyards worldwide.
  • He generates 30% of his sales in France and 70% from exports
  • He sells 1.6 million bottles of prestige wine from his four classified estates.
  • Bernard Magrez recently invested in a regional brewery in Gironde, producing around 300,000 bottles a year.

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
Caves de Rauzan
Wine Passport
Maison Jean Loron
Domaines Paul Mas
Le Hameau Duboeuf
Bernard Magrez
Maison M Chapoutier
Bouvet Ladubay
Maison Ackerman (Terrena Coopérative)

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