$ € The Wine Business

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 2 Introduction

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 3 History of wine Discovered by accident. Grape cultivation and wine drinking started by about 4000 BC. Developed by Greeks and Romans French and Italian immigrants imported grapes to the New World At the end of the 19 th century filoxera decimates all European vinyeards Today wine is consumed and produced all around the world

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 4 Wine production in France and English speaking countries

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 5 How wine is produced ? Harvest Crushing & pressing 1 st Fermentation Decanting Aging or 2 nd fermentation Botling J+0 J+26 J+... Harvest : récolte

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 6 What makes the quality of a good wine ? Origine and land quality Grape type Brand Blend wine Colour 2 nd fermentation

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 7 What makes the difference between a French and an American wine ? The French legislation of wine production is ruled by strong laws which verify : Production area Production methods Wine quality In the USA wine makers are allowed to use : Chemicals Flavours : oak chips… Oak chips : copeaux de chêne

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 8 French wine production Source : International Organisation of vine and wine

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 9 Production by countries Source : (tonnes)

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 10 Wine consumption in the world and imports

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 11 Market in volume of consumption Source :

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 12 Consumption of wine per inhabitant Teaspoon cuillère à café Source :

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 13 Progression of the consumption for the next years 2008: consumption increase 1.USA 2.Italia 3.France India: Wine consumption increases by 20% per year => Very promising market

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 14 Who drinks wine? France: Regular consumers: men older than 45 Occasionnal consumers: men and women between 20 and 50 None consumers: people younger than 20 USA: More and more young adults drink wine several times per week

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 15 Who drinks wine? Australia: Old people buy bottles of middle-high range India: Middle and well-off social classes consider wine as – a part of way of life – a social reference 4 states out of 25 prohibit wine consumption Middle-high range: moyen-haut de gamme Well-off: aisé

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 16 Types of wine France 70% of red wine Rosé consumption in progression USA Majority of red wine Rosé consumption in progression Australia Majority of white wine Red wine consumption is progressing in terms of sales India Red wine and fruity white wine

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 17 Wine among women All countries: more and more women drink wine => promising market Different types of wine for men and women Australia Specialized reviews to advise women 1 glass of red wine per day for pregnant women Tanic wine: vin tanique Taste buds: papilles gustatives Pregnant: enceinte

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 18 On which occasion do we drink wine? France, USA, Australia: Restaurant At home With friends … The more the meal is festive and the more the wine takes an important place

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 19 Imports and taxes France Mainly exports USA Low taxes Increase of imports Australia Imports of wines mainly during discounts India Extremely high taxes: 140 to 250% of the price Imported wines between 15% to 20% of the total consumption

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 20 The wine crisis in France

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 21 The Facts : CONSUMPTION in France

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 22 The Facts : EXPORTS and CROPS Decrease of french wine exports : % 4.5% Increase of the production : 1050 millions liters between 2003 and 2004 Crops : récoltes

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 23 The causes - overproduction - too many vinyeards - decrease of the wine consumption - competition with wines from the « new world » : USA, Australia, Chili, Argentina, South Africa... - too expensive - poor advertising and marketing - regulation too complicated Regulation : Règlementation

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 24 The causes Exemple of wine advertising : What kind of advertising is allowed by the Evin law? RefusedAuthorized

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 25 The solutions - pull out grape-vines and reduce the number of vinyeards - lower the alcohol degree - improve advertising - reform wine categorization - deregulate wine production Pull out : Arracher

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 26 Conclusion

$ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 27 Do you think that France should imitate the american way of production ?