I completely agree with Anthony Aubert that effective marketing has the power to transform industries, but it needs to be strategic, consistent and supported at a national and organizational level. Take Bordeaux as an example. The assumption was simple: if it says Bordeaux on the label, it will find its market. And for a while, this was true—China, the U.S., the U.K., and other global markets eagerly snapped up Bordeaux wines. But times have changed. The younger generation now sees Bordeaux wines as outdated—“wine for grandparents”—or associates them with expensive, unattainable grand cru wines. The lack of marketing communication has left an emotional void in how Bordeaux is perceived. There are winemakers in Bordeaux who experiment with grape varieties, and come up with cool unusual labels. But how can we tell the world about ourselves? Only social networks remain. And no support from the state. Where are the campaigns connecting wine to moments of joy, modern lifestyles, and shared experiences? Yes, the CIVB’s #JoinTheBordeauxCrew campaign is a step in the right direction, but it’s just a drop in the ocean. Look at what Germany is doing with their Riesling Days—collaborating with restaurants globally to make Riesling a household name. At major wine fairs like Wine Paris or ProWein, you’ll see Portugal, Argentina, and other country stands showcasing cutting-edge marketing materials and interactive displays. And then, unfortunately, there’s Bordeaux, with its understated presence. This stagnation doesn’t just affect winegrowers. The entire ecosystem—agricultural machinery manufacturers, bottle producers, cork makers, logistics providers, and more—relies on a thriving wine industry. Without bold and sustained innovation in marketing and communication, we risk stagnating across the board. Wine is emotion, it is the joy of socializing, it is the enjoyment of delicious food, it is life! Let's not forget that wine should be consumed in moderation. But even here I want to say that a glass of dry red wine is better for the body than heavy alcohol, or beer, where there are a lot of plant hormones or cocktails with a lot of sugar content. The question is - How we can change this law?
On parle beaucoup d'arrachage pour ré-équilibrer la situation. Mais ne devrions-nous pas aussi investir dans la communication afin d'assurer des débouchés, de nous adapter aux attentes des consommateurs et de leur donner envie de (re) boire du vin ? Il est impératif d'adapter la Loi Evin pour offrir davantage de liberté et de solutions pour nos vins. Cela nécessite une volonté politique de reconnaître la situation telle qu'elle est et de cesser de voir les choses sous un jour négatif. La France est un des premiers pays producteurs de vins et un des plus restrictifs pour la communication sur l'alcool. Cette législation, obsolète, doit être révisée pour s'aligner sur les normes internationales qui encouragent aussi la modération. L'idée n'est pas de boire plus mais mieux, qu'en penses tu de cette loi Evin ? Photo : il suffit de traverser la manche pour voir ce type d'affiche dans le métro londonien...
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1moWell young lady this is a good story but what kind of action you should take is……. ,! .? Have a nice day.