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Summary of our market study
The global wine industry is valued at over $490 billion in 2021 and is growing at an annual rate of 6.1%.
There are around 3,000 châteaux in the Bordeaux region, with some 5,400 winegrowers, owners and operators, an average production of 5 million hectolitres and a value in excess of 4 billion euros. More than half of this production is consumed in France.
Bordeaux wines, mainly reds, account for 32% of French still wine exports, with major export markets including China, the UK and the USA.
The Bordeaux wine industry faces a deep crisis of overproduction and falling prices
According to recent surveys, only 20-25% of 25-39 year-olds consider themselves wine drinkers. Almost half of all wine is consumed by the over-55s. Young adults show a preference for white and rosé wines
Red wine, particularly Bordeaux, remains the preferred wine of more than half the French population.
Some 38% of consumers consider Bordeaux to be their favorite wine region, closely followed by Burgundy. This preference is particularly marked among men, the elderly and people living in south-west France.
Between 75% and 80% of French people buy wine in supermarkets. Almost all consumers opt for wines priced under 15 euros. Bordeaux manages to capture almost half of all sales of 75-centiliter red wine bottles priced over 5 euros.
Bordeaux wine market players
A few châteaux :
- - Château Giscours .
- - Château Fonplégade
- - Château Margaux
- - Château Lafite Rothschild
Cooperatives and unions :
- - Univitis
- - Baron d'Espiet
- - Cave de Sauveterre-Blasimon
- - La Rose Pauillac
- - Union de Producteurs de Saint-Emilion: This union represents the collective strength and quality of Saint-Emilion producers, promoting the region's wine heritage.
Merchants :
- - Les Grands Chais de France: As a leading négociant, this company plays a crucial role in the market evolution and expansion of Bordeaux wines worldwide.
Retail giants:
- - Carrefour France , Auchan, Leclerc offer a wide selection of Bordeaux winesSpecialized wine retailers :
- - Caves de Rauzan: This specialist wine merchant offers a wide variety of Bordeaux wines
- - Nicolas: With a long history in wine sales, Nicolas stores have become synonymous with quality wine offerings, including those from Bordeaux.
- - Cavavin: As a specialist wine retailer, Cavavin offers personalized service and expert advice
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Summary and extracts
1 Market overview
1.1 Definition and presentation
The Bordeaux wine market in France is the market for winegrowing in the French department of Gironde (33), located in the southwest of France. This department is internationally renowned for its wines, which are among the most famous in the world.
In 2022, red wines accounted for over 85% of the region's total production, with white wines accounting for just over 10%. Sweet and syrupy wines, rosés and sparkling wines are rarer but still present.
For red wines, the main grape varieties are Merlot (which accounts for over 60% of total production), Cabernet Sauvignon (25%), Cabernet Franc (11%), followed by Malbec, Carmenère and Petit Verdot. For white wines, the main grape varieties are semillon (53%), sauvignon (38%), muscadelle (6%), colombard and ugni blanc.
There are 48 different Appellations d'Origine Contrôlée (AOC ) on the Bordeaux wine market, distributed between :
- The Garonne and Dordogne rivers (9 AOCs)
- The Graves region (3 AOCs)
- Blayais and Bourgeais (4 AOC)
- Libournais (12 AOC)
- Médoc (8 AOC)
- Bordeaux regional appellations (6 AOC)
- Sweet white wines (6 AOC)
Over the period August 2020 to July 2021, the equivalent of around 4.19 million hectolitres of Bordeaux wines would have been sold, or 18 bottles per second worldwide.
In the same year, the French were the leading consumers of Bordeaux wines, purchasing 57% of the product's marketed volumes. After France, the main customers for Bordeaux wines are China, the UK, the USA, Switzerland, Japan, Belgium, Canada and Germany.
1.2 The global market
The global wine market
According to a report by Acumen Research & Consulting, the global wine market is estimated to be worth $***.* billion in ****, and is expected to grow at a CAGR of *.*% between **** and ****. This gives the following estimates:
World wine market World, ****-****, in billions of dollars Source: ****
With regard ...
1.3 The French market
The national wine market
Wine occupies a special place in French culture. According to Insee industry figures, the French wine market is estimated to be worth over ** billion euros in ****.
French wine market size France, ****-****, € billion Source: ****
However, the challenges facing the wine industry are multiplying. The US surtax on ...
2 Demand analysis
2.1 Consumer profile
According to the Cavissima **** annual barometer conducted by Ifop on "Les Français et le vin", **% of French people say they drink wine, and **% say they buy it. A total of *.*% say they "consume wine frequently".
French wine consumption frequency France, ****, in Source: ****
According to a Wine Intelligence study also published ...
2.2 French consumer habits
By the end of ****, **% of French people will say they buy wine in supermarkets. This figure rises to **% among **-** year-olds. Supermarkets are the primary place of purchase for **% of respondents of all ages, while **% prefer to buy wine directly from a winery, and **% from an independent wine merchant.
Place of ...
2.3 Demand affected by changes in wine consumption
Young people turning away from wine
A Kantar study reveals that young people seem to have little interest in wine compared to their elders. The **-** age group accounts for just **% of all wine consumed, and their consumption has been falling in recent years. Between **** and ****, consumption is expected to fall ...
3 Market structure
3.1 Value chain
The wine market is divided into several types of players involved in the various stages leading up to the marketing of wine. Production leads either to direct sales on the estate, or to sales to intermediaries who in turn sell the wine to retailers. Finally, the wine is either sold to ...
3.2 Bordeaux wine production
there are several types of wine producers who fall into three main categories[***] :
Winegrower-harvesters, who vinify their own harvest Négociants vignificateurs, who buy grapes from winegrowers for vinification Caves coopératives, which are groups of winegrowers who produce and sell wine made from the grapes of their members.
The Bordeaux ...
3.3 Distribution of Bordeaux wines
The distribution of Bordeaux wines sometimes involves specialized market players. These may be wine merchants, who then sell to distributors such as supermarkets and hypermarkets, or CHD professionals such as restaurants and hotels. There are an estimated *** négociants selling Bordeaux wines, representing the "Place de Bordeaux". Merchants account for **% of ...
4 Offer analysis
4.1 Bordeaux wine price indices
In March ****, the Wine Decider website reports a general price increase for Bordeaux wines of around *.*% over * year, a figure that remains well below general price inflation.
According to the Vinoclub website, a good Bordeaux wine costs at least €*-*. Prices can then soar depending on the appellation. Here are a ...
4.2 Types of offer: wines and grape varieties
Most Bordeaux wines are red, but there are also whites and, to a lesser extent, rosés. In fact, white wines are enjoying strong growth, as they are easily drunk chilled for lunch or as an aperitif. Today, some *,*** winegrowers produce white wines every year. [***] In France as a whole, dry ...
4.3 Appellations and geographical breakdown of Bordeaux wines
There are over fifty different appellations in Bordeaux. Some, such as Bordeaux, Bordeaux Supérieur and Crément, cover the entire Bordeaux region. Others are more localized to certain wine-growing communes in the Bordeaux region, notably on the left bank of the Gironde and Garonne rivers in the Médoc, Graves ...
5 Regulations
5.1 Regulations
The label
Wine labels must include * compulsory statements:
the sales name wines with a geographical indication (***) actual alcoholic strength by volume origin nominal volume name of bottler batch number allergens
For sparkling wines, the sugar content is added, and for wines with a GI, the requirements may vary.
There are also ...
6 Positioning the players
6.1 Segmentation
- Les Grands Chais de France
- Carrefour Groupe
- Auchan groupe
- Caves de Rauzan
- Nicolas (Castel Groupe)
- cavavin
- Vins Etonnants
- Inter Caves
- La Rose Pauillac
- Union de Producteurs de Saint-Emilion
- Baron Philippe de Rothschild
- Bernard Magrez
- Château Margaux
- Château Morillon
- Larré Vins international groupe (Cheval Quancard)
- Descas
List of charts presented in this market study
- World wine market
- Share of Bordeaux wines among French exports of still wines
- Bordeaux wine exports by region
- Main export countries for Bordeaux wines
- Breakdown of Bordeaux wine production by type of wine
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Latest news
Auchan faces another "difficult" year in 2023 - 22/02/2024
- -Auchan net loss in 2023: 379 million euros
- - Previous year's profit: 33 million euros
- - Auchan's position in the French retail sector: 5th
- - Revenue in 2023: down 1.7% to 32.9 billion euros
- - Share of hypermarkets in Auchan's store base: 21%
- - Acquisition of Casino stores by Auchan and Intermarché: 70 supermarkets, 26 hypermarkets, including five larger than 9,000 m2, and two drives
Carrefour has switched to the more dynamic franchising model - 21/02/2024
- - Carrefour has passed the tipping point towards a model based increasingly on franchising.
- - By 2023, half of its sales in France will come from franchised or leased stores.
- - As part of this strategy, Carrefour has added 653 neighbourhood stores by the end of 2023.
- - In 2023, Carrefour recorded sales of €94.13 billion, up 10.4% on the previous year.
- - Carrefour-branded products now account for 36% of food sales, up from 33% in 2022.
- - Carrefour's e-commerce sales volume rose by 26% to 5.3 billion euros (+16% in France).
- - Carrefour plans to acquire 60 Cora hypermarkets and 115 Match supermarkets for a hefty billion euros in 2024.
Auchan: New Beginnings - 06/12/2023
- Gérard Mulliez founded Auchan in 1961.
- Auchan hypermarkets account for 80% of the company's sales.
- Auchan's market share has fallen from over 10% five years ago to 8.4% today.
- Failed attempt by the Mulliez family to take over Carrefour in October 2021.
- Auchan and Intermarché are looking to form a product purchasing alliance, which would give them a combined market share of 30%.
- Auchan and Intermarché have been trying to share nearly 300 hypers and supermarkets that Casino is due to sell.
80 Carrefour hypermarkets operated under franchise or leasing agreements - 14/11/2023
- On October 20, Carrefour announced its intention to switch 37 stores (comprising 15 hypermarkets and 21 supermarkets) to lease management.
- Since 2018, 80 hypermarkets have left integrated status, representing around a third of all hypermarkets.
- Around 75% of supermarkets (784 out of 1038) are currently leased or franchised.
Alexis Leven-Mentzelopoulos, heir to Château Margaux - 13/11/2023
- Château Margaux is a family estate among the first great growths of the 1855 classification.
- Alexis Leven-Mentzelopoulos succeeds his mother Corinne Mentzelopoulos, who was at the helm of the estate for 43 years.
- Alexis' father André Mentzelopoulos, owner of the Félix Potin retail chain, bought Château Margaux from the Ginestet family of Bordeaux.
- Bordeaux grands crus are considered luxury goods.
Carrefour to lease out 37 stores - 21/10/2023
- Carrefour plans to lease out 37 new stores in 2022, 16 hypermarkets and 21 supermarkets.
- Around 4,000 employees affected
- The company launched an outsourcing program in 2018.
- The number announced is in line with previous years: 41 stores (including 16 hyper) in 2023, 43 stores (including 16 hyper) in 2022, and 47 stores (including 10 hyper) in 2021.
- Since Alexandre Bompard took over as CEO, 305 stores, including 80 hypermarkets, have been outsourced, affecting more than 23,000 employees.
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The Bordeaux wine market | France
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