The French wine industry must adapt to new target groups, according to, among others, the industry organization Conseil interprofessionnel du vin de Bordeaux, after sales have now fallen sharply in the domestic market.
Total wine consumption has decreased by 80 percent since 1945, but above all, it's about challenges for red wine. Younger consumers are instead choosing rosé, beer, or non-alcoholic alternatives.
With each generation, we see a change. If grandpa drank 300 liters of red wine annually, dad drank 180 liters, and the son now drinks 30 liters, says board member Jean-Pierre Durand to Financial Times.
Besides this problem, producers are struggling with sharply decreased demand from one of the most important export countries, China, as well as climate change affecting the harvests.
Switching from producing red wine to, for example, white wine involves a range of challenges. Among other things, different equipment may be required, and in certain regions, only a specific type of grape works. Jean-Pierre Durand is, however, harsh:
We can't continue to produce wine that isn't drunk.
