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AOC Bordeaux and Bordeaux Supérieur wine bottles reinvent themselves

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French gastronomy is almost in a single painting, a bottle of wine, a baguette of bread and cheese. However, this representative picture of the French art of living may well no longer be relevant. Indeed, the French consume less and less wine or at least their habits change. The National Committee of Wine Interprofessions reports on the market. He notices a deconsumption of the wine. He notes less frequent purchases of bottles of wine as well as a decrease in consumption. According to the committee, deconsumption has increased over the past two years. It is becoming more and more occasional wine. Wine is shared more often during convivial moments. Indeed, with Kantar Worldpanel the committee studied the consumption habits of the French who tend to consume less alcohol especially during meals. The latter favor pleasure consumption. Thus, new avenues are to be studied for professionals who must rethink their offer to meet the expectations of consumers. In this sense, the AOC of Bordeaux and Bordeaux Supérieur innovate to amaze consumers. They bet on a rejuvenation and highlight the originality of the Bordeaux bottle.

Understanding current wine consumption

To understand the consumption of wine it is necessary above all to understand that the different types of wines are not consumed in the same way. Indeed, according to the study carried out by Kantar for the National Committee of Wine Interprofessions, three out of four glasses of sparkling wines are consumed during the aperitif while red and rosé wines are drunk during meals nine times out of ten. For white wines, it is drunk on various occasions, both at the table and as an aperitif and is also used in the preparation of meals. Thus, the consumption of wine impacts different types of wine bottles. This is explained in particular by differences in habits between the consumers of each wine. For example, the daily consumption of red wine is more masculine. Women are moving towards sparkling wines.

Thus, for sparkling wines, the study notes an aperitif consumption for 50s and during meals for 50s. For white wines consumption also decreases during aperitifs for over 50 years. However, it is maintained on this occasion among 50s. Red and rosé wines are the pillars of daily consumption. However, once again, the trend is regressing for all consumers. If the French consume less wine, it postpones their consumption to other drinks. Two times out of three, they choose soft drinks especially during the meal. To replace sparkling wines during the aperitif, men are moving for example towards beer, rum, vodka. For their part, women are moving towards fruit drinks, non-alcoholic beers, tea drinks. Thus, consumption habits change according to the wines and age groups of consumers. For professionals in the sector, it is necessary to understand the stakes in order to adapt their offer. Wines must once again win the hearts of consumers and attract them with originality.

Glass bottle of red wine
Bottles of AOC Bordeaux and Bordeaux Supérieur wines change style

Modernizing wine bottles to adapt to new consumption habits

Thus among the axes, he retained there is in particular the fact of strengthening the reflex at the aperitif. Indeed, the consumption of sparkling wines and white wines is the most important at this time. On the other hand, red wine is often associated with meat consumption. However, the latter also decreases during meals. So, a possible recourse for red wine would be to invite consumers to drink it also during the aperitif with in particular a plate of cold cuts or cheese. The aperitif is a convivial moment, shared with friends or family. The atmosphere is festive and the tables are filled with beautiful plates and bottles. The idea is to make your mouth water. You have to make you want to. And for this, the AOC Bordeaux and Bordeaux Supérieur have decided to surprise consumers.

Indeed, the cylindrical shape of Bordeaux bottles is being revamped to create a surprise for consumers. The producers of AOC Bordeaux and Bordeaux Supérieur are embarking on a process of image rejuvenation and originality. They modify the appearance of the bottles to offer them assertive and remarkable identities. For example, the glass of the cuvée “Monsieur Henri” is adorned with a satin texture. Château Peychaud cuts the bottom of its bottle in the shape of a diamond. At the same time, other bottles are moving towards an eco-friendly positioning. The “Elementary Cuvé” of Vignobles Médeville is bottled in a recyclable bottle with a bio-based cap, an ecological wax and a recycled paper label.

The idea is clearly to stand out and attract the attention of consumers with a more modern design or vision in the era of time. On the other hand, if producers break the codes of tradition, there is no question of neglecting the quality of the products. They remain faithful to their mission. AOC Bordeaux and Bordeaux Supérieur wines are authentic wines with a strong commitment to quality.


“The AOC Bordeaux and Bordeaux Supérieur innovate!” Syndicat des Bordeaux et Bordeaux Supérieur, press release of 14 October 2021
Better understanding wine deconsumption” CNIV, study July 2020

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