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The Wine Business
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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Introduction
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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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 LanguesLina Nasr, Sabine Donzé, Louis Houël
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Wine production in France and English speaking
countries
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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How wine is produced ?
HarvestCrushing &
pressing
1st Fermentation
Decanting
Aging or 2nd fermentation
Botling
J+0
J+26
J+...Harvest :
récolte
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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What makes the quality of a good wine ?
• Origine and land quality
• Grape type
• Brand
• Blend wine
• Colour
• 2nd fermentation
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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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 LanguesLina Nasr, Sabine Donzé, Louis Houël
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French wine production
0
5
10
15
20
25
30
AOC Table winewith mentionLand Wine
Table winewithout
mention LandWine
Red and pink wines White wines
Source : International Organisation of vine and wine
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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Production by countries
FranceItaly
Spain
USA
ArgentinaChina
Australia
SouthAfrica
Germany
Chile
0
1 000 000
2 000 000
3 000 000
4 000 000
5 000 000
6 000 000
Source :http://en.wikipedia.org/wiki/Wine
(tonnes)
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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Wine consumption in the world and imports
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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Market in volume of consumption
3300 3300
2022
3515
0
500
1000
1500
20002500
3000
3500
Million ofliters per year
Source : www.vitisphere.com
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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Consumption of wine per inhabitant
59 59
19,7
7,40,003
0
10
20
30
40
50
60
France
Italia
Austra
liaUSA
India
Consumptionin Liters
Teaspooncuillère à café
Source : www.vitisphere.com
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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Progression of the consumption for the next
years
• 2008: consumption increase1. USA
2. Italia
3. France
• India: Wine consumption increases by 20% per year
=> Very promising market
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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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 LanguesLina Nasr, Sabine Donzé, Louis Houël
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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 LanguesLina Nasr, Sabine Donzé, Louis Houël
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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 LanguesLina Nasr, Sabine Donzé, Louis Houël
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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 womenTanic wine: vin tanique
Taste buds: papilles gustatives
Pregnant: enceinte
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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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 LanguesLina Nasr, Sabine Donzé, Louis Houël
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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 LanguesLina Nasr, Sabine Donzé, Louis Houël
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The wine crisis in France
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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The Facts : CONSUMPTION in France
http://tempsreel.nouvelobs.com/actualites/societe/?1846
0
10
20
30
40
50
60
70
80
90
100
1960 1980 2005
Millions hectoliters
Liters per year perperson
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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The Facts : EXPORTS and CROPS
• Decrease of french wine exports :
2002 2003 2004
2.2% 4.5%
• Increase of the production : 1050 millions liters between 2003 and 2004
Crops :
récoltes
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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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 LanguesLina Nasr, Sabine Donzé, Louis Houël
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The causes
• Exemple of wine advertising :
What kind of advertising is allowed by the Evin law?
Refused Authorized
http://www.blogovino.com/francais/crise_du_vin/index.html
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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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 LanguesLina Nasr, Sabine Donzé, Louis Houël
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Conclusion
Département des LanguesLina Nasr, Sabine Donzé, Louis Houël
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Do you think that France should imitate the american
way of production ?