$ € The Wine Business. $ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 2...

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The Wine Business

Département des LanguesLina Nasr, Sabine Donzé, Louis Houël

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Introduction


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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


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Wine production in France and English speaking

countries


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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


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What makes the quality of a good wine ?

• Origine and land quality

• Grape type

• Brand

• Blend wine

• Colour

• 2nd fermentation


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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


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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


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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)


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Wine consumption in the world and imports


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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


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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


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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


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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


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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


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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


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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


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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


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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


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The wine crisis in France


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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


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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


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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


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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


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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


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Conclusion


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Do you think that France should imitate the american

way of production ?

$ € The Wine Business. $ € Département des Langues Lina Nasr, Sabine Donzé, Louis Houël 2...

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