The wine market has not said its last word

Last updated:

The wine market is in full renewal. As a result, consumer expectations are changing. New names stand out. Marketing methods are reinventing themselves. In this context, Bordeaux wine seems to be gradually losing its superb. A guarantee of quality and the appellation of great vintages, the bottles of Bordeaux in particular live quite hard the relentlessness of various factors. However, the wine market does not admit defeat. On the contrary, it redoubles its ingenuity to bring innovations to life in the service of different stakeholders. Winemakers, consumers, outlets, no actor is forgotten in this quest for new breath.

The wine market is losing momentum in France

The wine market, particularly red wine, is currently suffering from the effects of unfavourable economic and societal conditions. At first glance, wine is always one of consumers’ favourite products. However, buying habits are no longer the same. Indeed, red wine and table wines regularly lose market share, in favour of more festive drinks such as cream or rosé. More consumed as an aperitif rather than during meals, the wines sought are the sweeter, fresher wines.

French wine competed internationally

Moreover, if French wine retains its nobility, other countries stand out. Thus, producing countries such as California, Australia, Chile and even Spain are gradually making their know-how known and recognized. Consumer habits tend to be more curiosity-oriented, so buyers like to vary the bottles tasted.

The evolution of wine consumption practices

In addition, with the use turning more towards festive drinks, wines are now competing with many other spirits. Cocktail, spirits, beers,traditional appetizers… For this purpose, the possibilities multiply, when the drink of the meal par excellence was only wine. At the same time, wine lovers feel more and more sensitive to the way this drink is produced. Thus, warn about the impact of pesticides on soils and health, they are increasingly turning to organic wine. As a result, wineries are gradually being forced to adapt their production to the expectations of new generations.

Another factor, not least, is the change in the way people buy. Indeed, the model of supermarkets is just losing speed. It itself is subject to great financial losses, it must renew itself. At the same time, the Drive is democratizing. However, this method of sale is not favourable to wine, which is often an unpremeditated purchase, in front of the bottles on the shelf.

Bordeaux wine sulked in favour of other appellations

At the same time, Bordeaux Wine is also losing momentum. It seems to be gradually overtaken by other appellations, such as Burgundy. In addition, it is recognized on the great vintages, and therefore renowned expensive. This luxury image also explains that it makes less sales on the entry and mid-range. However, 96% of volumes account for. As a result, Bordeaux’s sales fell by 12% between 2018 and 2019.

Innovations on the market of wine, the new challenge of Bordeaux

The French wine market, endowed with resilience and ingenuity, does not intend to remain passive in the face of this situation. Thus, to infuse a wind of novelty and freshness, entrepreneurs innovate. In recent years, we have seen the arrival on the market of beautiful innovations, reinventing both the production of wine and its marketing. When it comes to creativity, Bordeaux is no exception.

In July, Bernard Magrez announced the launch of the first incubator dedicated to wine, wine and wine tourism startups. Based in its chateau Le Sartre in the heart of the Pessac-Léognan appellation, the incubator of the Bordeaux wine magnate occupies a prominent place. At the centre of winemaking activity and in the immediate vicinity of the wine capital, this incubator is designed to welcome the most promising entrepreneurial projects.

It must be said that startups are multiplying and bringing their new ideas to a sector that demands it. The Twil platform, for example, offers online sales directly from the producer to the consumer. The winemaker can then get rid of the intermediaries and the customer benefits from the best advice. On the production side, drones also occupy more ground. Thus, the startup Chouette offers the monitoring of vines. In particular, it can detect diseases, adjust the treatments applied, identify unproductive feet…

Young companies in Bordeaux are also making a name for themselves. This is particularly the case for WineSpace or Somm’it. This second application presents itself as an assistant sommelier. It offers optimized wine cards, adapted food and wine pairings and facilitates inventory management for restaurateurs and winemakers.

All these innovations assure us that the wine market has not said its last word, and intends to remain the favorite.


OpusVins, International Competition, where is France?

Bernard Magrez Incubator, Start-Up Win


SOMM’IT, virtual sommelier

Owl, surveillance of vines by drones

Twil, buying and selling wine and champagnes direct producer

Abonnez-vous à la Newsletter