The case study discusses the global wine industry and the challenges different countries and

regions face in exporting their wines. In particular, it focuses on the French wine industry and
its challenges in maintaining its market share in the face of competition from New World
producers.

Case facts about French industry:

French wine exports declined in the early 2000s, losing market share to New World producers
such as Australia and Chile.
In response, the French government and industry launched a strategy to help French wine
recover lost markets, which included direct support to wineries in financial difficulty,
simplifying the complex Classification system for wines, and redirecting funds to market
promotion.
Some French winemakers also adopted more aggressive tactics, such as blocking highways,
overturning foreign wine trucks, and claiming responsibility for explosions at supermarkets
selling imported wines.
The French industry faced criticism for being unhelpful and undermining their marketing
efforts.
The French wine industry also faced protests and violence when the EU plan passed to end
the buyback of unsold wine, redirecting funds to vineyard uprooting and providing a
marketing campaign

Advice to the French Minister of Agriculture:

Consider investing in modernizing and mechanizing vineyards to reduce costs and increase
efficiency.
Address the issues of overproduction and surplus wine by offering incentives for farmers to
reduce the number of vineyards instead of buying back unsold wines and using that fund for
marketing and promotion.
Encourage and support winemakers to form cooperatives or clusters in order to enhance their
competitiveness
Promote the diverse regions and variety of wines within France, rather than using generic
labels such as "South of France," which hide the richness of the area's sources of wine.
Encourage the industry to focus on quality over quantity to improve the image of French
wine and move away from the perception of being a "cheap and cheerful" option
Bring in new regulations that can help the industry to adapt to the changing consumer
preferences and trends.
Develop a national strategy that supports the promotion and marketing of French wines, and
consider increasing the budget allocated for this purpose
Work with the EU to develop more effective use of the annual €13 billion wine budget that
would be in line with the industry's needs
Develop a strategy that would help French wine recover lost markets, improve its
competitiveness in the global market, and help and support wineries in financial difficulties.

Advice to the head of the French wine industry association:

Develop new distribution channels and look for partners to reach new consumers.
Focus on digital marketing and social media to connect with younger consumers and promote
the culture of wine. Work to promote the unique characteristics and diversity of French
wines.
Look for opportunities for collaboration with other wine-producing countries and regions to
share resources and knowledge. Support cooperation among wineries and companies to work
to increase exports.
Foster new generations of winemakers and sommeliers, providing them with the necessary
tools and resources to innovate and promote French wines.
Encourage and support French winemakers to expand their product portfolio, for example,
sparkling wines or fortified wines
Encourage and support French winemakers to explore different packagings, such as cans and
boxes, to cater to changing consumption patterns
Advice to the owner of a mid-size, well-regarded Bordeaux vineyard:
Look for opportunities to reach new export markets, particularly in Asia and South America,
where wine consumption is growing.
Embrace technology and digital marketing to increase your reach and exposure. Develop an
online and social media presence to connect with new consumers and promote the unique
characteristics of the vineyard and its wines.
Be creative in pricing and packaging strategy, for example, offering subscription-based
models for wine clubs and developing wine tourism to diversify revenue streams.
Focus on sustainability and eco-friendly practices to differentiate the vineyard and wines and
appeal to environmentally-conscious consumers.
Look for opportunities for collaborations with other vineyards, winemakers, and wine-related
businesses to expand their reach, resources, and potential revenue streams.
Invest in creating unique and memorable experiences around the vineyard and its wines that
can be marketed as value addition and draw tourists. Emphasize the history and tradition of
your vineyard and region in marketing efforts.
Focus on creating a solid brand image for your wines, emphasizing their unique
characteristics and high quality.