French Wine on the International Stage

As the 2019 season draws to a close, French winemakers can finally breathe a sigh of relief. The spring frosts and this summer’s heat wave took a toll on the crops—and on the winemakers’ nerves.

High-quality, renowned wines

France, the world's leading wine-producing nation

Major export markets

France is known worldwide for its wines, and its reputation is well established. The image of the French way of life, the expertise of the wine-growing regions, and the quality of French wine all work in favor of French producers. French wines also have a strong presence in the mid-range market, where the diversity of the French offering allows them to reach all markets and cater to all price points. Even during years of poor harvests, such as 2017 and 2018, France remains the world’s leading wine exporter and the second-largest producer.

Why export French wine?

The challenges facing the industry

The decline in domestic consumption, coupled with competition from foreign wines, is leading producers to increasingly turn to international markets. French wines are being positioned as increasingly luxurious in foreign countries, thanks to the reputation of major French luxury goods groups. The luxury wine sector—a uniquely French niche where our country holds a virtual monopoly—is on the rise, with sales increasing by more than 5% in 2018. To give another concrete example, Loire Valley wines are no longer particularly popular among French consumers, while their exports are booming abroad; specifically, winesfrom Anjou, Saumur, and Muscadet have doubled in volume and tripled in value to the United States over the past 10 years. However, competition has intensified in recent years across all price ranges. Red wine is seeing its Spanish and Italian competitors overtake it, while white wine is being closely followed by Germany and Spain.

How and where is French wine exported?

The concept of “Vins de France” was introduced by the Anivin federation to meet market demand, particularly in Anglo-Saxon markets. The wines in this category, launched 10 years ago, are defined by their grape varieties (Chardonnay, Merlot, Cabernet Franc, or Syrah) rather than by a specific terroir. This category complements the traditional terroir wines, which are well known internationally, given the very wide range of French offerings. These Vins de France alone account for 15% of French still wine exports. The largest buyers of French wines are the United States, the United Kingdom, and Germany, both in terms of value and volume.

What does the future hold for French wines on the international market?

French wine production has two key strengths: the breadth of its range (diversity of offerings) and its reputation for quality wines at every price point. French wines continue to perform well in export markets, despite competition, thanks to a strong brand image and quality that is appreciated worldwide. The strength of French wine also stems from its close connection to the French art of living, and this is an asset that producers must leverage to promote their products internationally.