From Expatica:
French wine producers need to radically rethink the way they package and market wines to US consumers if they hope to stem the decline in their share of the multi-billion dollar US wine market, a panel of industry experts said here.
Sales of French wine has been held back by confusion over the type of wine being sold, perceptions that the wine is over-priced, and an inability to distinguish between the hundreds of different brands on the market, said panelists during a seminar at Vinexpo Americas 2004, a wine trade fair being held in Chicago.
Vinexpo, the premier international showcase for the global wine industry, runs through Tuesday at Chicago's McCormick Place convention centre.
"We are talking to the average consumer using a language he doesn't understand and isn't interested in," said Jean Marie Chadronnier, chief executive officer of Dourthe, a producer of premium French wines, speaking at the event late Sunday.
"We have to bring something accessible . . . not thousands of brands and petits chateaux."
France now lags Italy and Australia in wine exports to the United States, the world's largest wine market, although its sales of premium or high-end wines have held up well.
Part of the decline can be attributed to the surging euro, which has jumped from 84 cents to a high of USD 1.29 over the past three years, and anti-French sentiment stemming from the fallout over the US-led invasion of Iraq.
But the problem goes beyond that, and in fact owes much to France's arcane Apellation d'Origine Controllee grading system, another panelist said.
Matt's Chat
No, the deal is this Frenchies...we have realized that you folks are not our allies; but rather more likely, France is an enemy in a new Cold War. We have bigger fish to fry at the moment, (you know, that whole War on Terror thing) but we will not forget France's betrayal and at the moment France is feeling it in the pocketbook.Mark's Remarks
Give me a good quality sangria anyday....The boycott continues, and the sad little w(h)iners are feeling it....Keep it up, America...
