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Synthèse
The global wine market experienced a decline due to the health crisis. However, the market is expected to recover, projecting growth up to US$ 444.93 billion by 2027. French wine consumption follows this downward trend. Despite this, France remains a leading wine exporter, with exports valued at 8.7 billion euros in 2020, primarily to Germany (17%), the UK (13%), the US (12%), and Belgium (9%). The consumption of foreign wines in France has significantly increased, with nearly half of the population consuming them occasionally. Additionally, wine bars, which offer a diverse and convivial experience, continue to rise in popularity amidst stiff competition from other themed bars and a general decline in conventional wine consumption routines.
French Wine Bar Market Dynamics and Consumer Trends
As the appreciation for fine wines and specialized tasting experiences continues to grow within France, the wine bar market has seen a rapid development, particularly in urban areas. While traditionally more prevalent in wine-producing regions thanks to the surge in wine tourism, wine bars are now finding their way into rural locations as well. Offering a convivial atmosphere where both amateurs and enthusiasts can sample a diverse range of original wines, wine bars have become a hotspot for those seeking both an educational and enjoyable wine experience.
The market for wine bars in France is part of the larger global wine market, which, despite experiencing a decrease due to the health crisis, was valued at around 326.6 billion US dollars in 2020. When narrowing the focus to France, the demand for wine bars appears to be growing.
The French National Federation of Independent Wine Merchants reported a significant number of mixed beverage outlets, including wine bars, which contributed 396 million euros to the turnover. The number of drinking establishments also saw an increase of around 25%, indicative of a proliferating interest in such social venues. Despite the setbacks of 2020 causing a decline in sector turnover, the trajectory suggests an upward growth curve once normality resumes. In terms of consumer behavior, French wine drinkers are becoming increasingly sophisticated, with a notable rise in those identifying as enlightened wine lovers – jumping from 35% to more than 50% in 2020. This shift is reflected in the growing frequency of wine consumption, where "heavy consumers" of wine, those who partake one to several times a week, have grown to represent half of the French wine-drinking population.
Despite this progress, there's been a structural decline in wine consumption over the long term. From the sizable average personal consumption of over 120 liters to just around 35 liters per person, this reduction indicates a changing relationship with wine – transitioning from a staple to a more occasional, celebratory beverage. The dynamic nature of the French wine bar market is also affected by competition on multiple fronts. Other forms of wine distribution, such as supermarkets and direct sales, as well as various other themed bars and restaurants, create a highly competitive environment.
The Prominent Vanguards in the Wine Bar Market
Navigating the dynamic and ever-evolving landscape of wine bars, certain trailblazers have carved out their unique niches, contributing to the richness of this specialty market. From the flights of prestigious labels to the measured pours of regional gems, here are the main actors that have made a remarkable impact on the wine bar industry.
- N5 Wine Bar : Based in Toulouse, N5 Wine Bar is not just a locale for oenophiles but a beacon of excellence in the international wine bar scene. Crowned as the best wine bar in Europe and the world, N5 not only offers a curated selection of fine wines but has also expanded its brand through an eponymous franchise. Prospective franchisees are lured by the promise of renown, rigorous training, and the opportunity to replicate N5's successful model – one that harmonizes the upscale pleasures of carefully crafted tapas with accessible pricing.
- Nicolas : As a venerated institution in the French wine retail sector, Nicolas has been an influential player with nearly five hundred stores strewn across France and Europe. Owned by the Castel Group, Nicolas has been at the forefront of innovation, transforming select stores into hybrid spaces that double as wine bars, inviting patrons to revel in the very products they can take home. Their significant presence is a testament to their deep roots in wine culture and their agility in adapting to changing consumer tastes.
- The Wine Merchants Union : Representing the vast network of wine shops, the Professional Wine Merchants Union underscores the sector's vitality. Wine shops, which account for 30% of the wine market share in France, have grown innovative in their approach. Many have embraced the concept of wine bars within their retail spaces, providing customers with tasting experiences and enriching the traditional wine purchasing journey.
- Castel Group : The family-owned Castel Group is a titan within the wine industry, exerting considerable influence with their vast portfolio of brands. As France's leading wine company in terms of revenue, Castel's dominance extends to wine bars, where their extensive range of labels is often featured, showcasing the company's prowess in both production and distribution.
- FranceAgriMer : Although not a direct player in the wine bar market, FranceAgriMer's insights into the wine industry offer valuable data. Their research helps bar owners make informed decisions about their offerings, as FranceAgriMer reports on production, consumption patterns, and wine trade dynamics.
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- Nombre de pages : 30 pages
- Format : Version digitale et PDF
- Dernière mise à jour : 01/03/2022
Sommaire et extraits
1 Market overview
1.1 Definition and scope of the study
A wine bar is a form of themed bar specializing in wine tasting by the glass for oenophiles. They often offer customers the opportunity to discover original wines that are not widely available in the usual distribution channels. The emphasis is on conviviality and originality, with a very diversified offer allowing to seduce both amateurs and initiates in oenology.
Wine bars in France have rapidly developed in urban areas but are now appearing more and more in rural areas. They are also widespread in wine-producing regions, which benefit from the boom in wine tourism: sommeliers offer personal selections of local wines from their wine-producing region served with cheese, charcuterie, tapas, etc.
This is a rapidly expanding market, with most wine bar managers believing that demand and the number of establishments will increase in the coming years. But this very fragmented market is competing with similar concepts (theme bars, wine shops).
1.2 A dynamic global market
The global market was worth US$ ***.* billion in ****, a **% decrease from ****. [***] This decline is mainly related to the health crisis and the trend before the crisis was upward. The turnover in **** was US$ ***.** billion,with a strong increase of **% compared to ****. The global market is expected to grow again to reach ...
1.3 A growing business in France
According to the FNCI (***).
In the absence of more recent figures concerning the activity of wine bars, we can nevertheless note a strong increase in the number of drinking establishments between **** and **** (***).
Number of drinking establishments France, **** - ****, in number of establishments Source: ****
The insee provides the market size in ****, as ...
1.4 Foreign trade: France is the world's leading exporter of wine by value
France is a major exporter of wine . In ****, the total value of wine exports is estimated at *.* billion euros, or a volume of **.* million hectoliters exported, against *** million euros of imports, or a volume of *.** million hectoliters imported. This translates to a coverage rate (***) of ****%, meaning that France exports twelve times ...
2 Analysis of the demand
2.1 Portraits of wine consumers in France
The SOWINE/SSI barometer, published each year by the Sowine agency, provides detailed information on wine consumers in France.
A growing interest in wine:
The French are increasingly interested in the world of wine. In * years, between **** and ****, **% more French people have developed an interest in the world of wine.
Interest ...
2.2 A structural decrease in wine consumption in France
The French are great consumers of wine. According to a report from the International Wine and Vine Organization, France is the second largest wine consumer in the world after the United States and just ahead of Italy, with **.* million hectoliters of wine consumed in total in ****. In ****, more than *.* billion bottles ...
2.3 The difficulty of reconciling bars and wine
Despite everything, wine continues to please the French: according to a survey conducted by the research and consulting firm specializing in behavior BVA, **% of French people indeed said they preferred wine to beer in ****.
Preference of the French for wine or beer France, ****, % Source: ****
But wine continues to be associated with ...
2.4 Significant consumption of foreign wines
The significant increase in foreign wine imports (***) between **** and **** is evidence of the increase in foreign wine consumption in France. The graph below shows that nearly one in two French people consume wines of foreign origin occasionally, and **% more than once a week. The French consuming only wines from France are ...
2.5 Demand trends: how to appeal to millenials?
According to a **** survey, younger people (***) are characterized by their constant search for novelty and surprise, as well as by the more thoughtful nature of their purchases. [***]Wines in vogue: organic, rosé and sparklingMore specifically, three wines seem to be increasingly popular: organic, rosé and sparkling wines.
Organic wine
In ****, France ...
3 Market structure
3.1 Three types of external competition for wine bars
There are three main types of competition for wine bars:
The first comes from other wine distribution networks. Indeed, specialized stores, including wine shops and wine bars, represent only *% of the volume of still wine sales in France [***] (***) to the final customer who are individuals. The latter can buy wine in ...
3.2 An increasing internal competition
Strong competitive pressure in Paris
As the Ipsos survey shows, two-thirds of the *,*** French wine bars were located in Paris in ****, which greatly increases competitive pressure in the capital.
Geographic location of wine bars France, ****, % of total Source: ****
The development of franchises
Some bars are opening up to franchising, which can ...
3.3 Often local production
France represents **% 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 **** or **% of the world's wine-growing area, behind Spain (***). [***]
Distribution of wine area by country World, ****, in % Source: ****
According to ...
3.4 A distribution system that favors direct contact with the winemakers
Wine bars still represent a very small part of the distribution of still wines in France: specialized stores(***).
Distribution of wine sales by distribution channel France, ****, as a % Source: ****
In addition, wine bar managers want to favor direct contact with local producers. In ****, **% of them choose the wines they offer by ...
3.5 Focus on wine tourism, a direct competitor of wine bars
In ****, the overall expenditure of wine tourists was estimated at *.* billion euros. Wine tourism represented more than **,*** wine tourism wineries in France and more than ** million tourists in ****, **% of whom were foreigners, as described in the graph below. [***]
Main nationalities of foreign wine tourists France, ****, in % Wine and Society
In addition, ...
4 Analysis of the offer
4.1 Typology of prices in wine bars
L'accord diVin is a training and consulting organization specialized in wine-related projects. as such, they propose a typology of sales prices for wine bars, underlining that if the price is not high enough, it would be synonymous with loss of margin, and that a price that is too high will arouse ...
4.2 A varied offer where red wines are in the lead
Wine bars offer a wide variety of wines on their menus, with an average of *** references.
The vast majority of these wines come from France (***) are the most represented regions.
Regions where French wines offered in wine bars come from according to managers France, ****, in % Source: ****
As for foreign wines, they ...
4.3 Trends in the offer: mobile and event-based wine bars
Traveling wine bars
In the same vein as the "food trucks" which are experiencing a strong development, [***] there are mobile wine bars which can move from market to market, from place to place, etc. For example, we can mention the Wine Truck Pyrénéen, La Bougeote, a wine bar on ...
5 Regulation
5. Regulation
Declaration of opening
The operator must make in writing a declaration of opening to the city hall of the city in which he wishes to set up his baror to the Prefect of Police in the case of the city of Paris, at least fifteen days before the opening of the ...
6 Positioning of the actors
6. Segmentation
- Le Petit Sommelier
- Ô Château
- N°5 Wine Bar (MPG gastronomie)
- Witradis Caravin
- Wine Therapy
- Chai Vous
- V and B
Liste des graphiques
- Production mondiale de vin
- Evolution de la consommation de vin
- Taille du marché mondial du vin
- Nombre de débits de boissons
- Chiffre d'affaires des débits de boissons
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Dernières actualités
Le caviste V and B investit dans le "sans alcool" - 26/10/2023
V and B est une chaîne de 270 cavistes en France.- V and B a récemment investi dans Gueule de Joie. Le site Gueule de Joie a été créé en 2019. Gueule de Joie propose 250 références de boissons et a vendu 150 000 bouteilles à 20 000 clients en 2021.
Avec Gueule de joie, V and B s'invite dans le sans alcool - 15/08/2023
- Fondée en 2000, l’enseigne V and B compte 205,3 millions d'euros de chiffre d'affaires, un chiffre qui a presque doublé au cours des cinq dernières années
- Le réseau emploie 1 800 personnes.
- L’enseigne V and B compte des ouvertures de franchise à un rythme de 15 à 20 par an, avec près d'un millier de candidats franchisés par an
- Le réseau de Mayenne compte 270 points de vente.
- Le segment des vins et bières sans alcool croît de 12 % par an.
- L’enseigne V and B a pris une participation minoritaire dans la société Gueule de joie, qui affiche un demi-million d'euros de chiffre d'affaires avec deux employés.
- Gueule de Joie a une offre de 200 vins, bières et cocktails sans alcool ou à faible teneur en alcool
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- 12/08/2023 - Ajout des informations de l'entreprise V and B
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