New World Wines: A Threat to French Wines?

They come from the United States, Australia, New Zealand, South Africa, Chile, and Argentina. In just a few years, these countries have significantly increased their wine sales on the global market and are now competing with traditional European producers.

New World wines: a spectacular rise

New World countries have a more recent history of viticulture and winemaking than the traditional European producers—the French, Italians, and Spanish. Vines were first planted and cultivated there by colonists. Long considered a niche market, sales of New World wines have surged in recent years, and their market share continues to grow. It has risen from 1.7% to 21.4% over the past 20 years. Over the last 10 years, Australia’s vineyard area has doubled. A similar trend is underway in Argentina and Chile, which are accelerating the pace of planting.

The marketing strategy for New World wines: producing appealing and accessible wines

Global wine companies have invested heavily in marketing New World wines and have implemented a demand-side marketing strategy.

The wines are affordable, and the selection is straightforward. These are varietal wines that are easily recognizable. Production has focused on well-known international grape varieties: Cabernet Sauvignon, Merlot, Syrah, Pinot Noir, Chardonnay, and Sauvignon Blanc. The label is simple and easy to understand. It highlights the country, the brand, and the grape variety. Even the casual consumer knows what they’re getting. The selection isn’t tailored to a small group of experts.

New World wines: expressive, fruity, and fresh

Consumer tastes have evolved over the past 20 years. Today’s popular wines are more supple, with lighter tannins, lower acidity, and a more immediate expression of fruity aromas. The styles of wine consumed today are fresher than they were 15 years ago. The white wines in demand are concentrated, expressive, fresh, and long-lasting on the palate.

New World wines are geared toward consumer demands. They are technologically advanced, industrial in nature, and reflective of current consumer trends. They are often bold and highly appealing. They also offer consistent quality without technical flaws and embody a new approach to winemaking characterized by fewer constraints and more innovation. They are perceived as dynamic and modern.

This enthusiasm is confirmed at wine competitions, where these wines are increasingly winning awards and recognition. Last year, the Anglo-American wine magazine Decanter ranked no fewer than 17 New World wines among the 35 prestigious World Wine Awards. That same year, a South African wine was named “the world’s best white wine” at the Brussels World Wine Competition.