Winemaking in France faces an unexpected problem.

The wine industry in France is facing challenges due to changing taste preferences of young consumers

According to data from the CIVB association, red wine consumption has dropped by 90% since the 1970s, while overall wine consumption has decreased by 80% since 1945. Younger generations consume significantly less red wine than previous generations. They prefer healthier alternatives such as rosé wine, non-alcoholic beverages, and beer. This leads to existential problems for the wine industry.

Winemakers have lost touch with younger generations and face other challenges

An analyst from Euromonitor International believes that the winemaking industry, especially red wine, needs changes to attract young consumers. In addition to declining wine demand in China, winemakers are also dealing with the effects of climate change on production.

Different approaches by winemaking companies to solve problems

Some producers focus on releasing quality white, orange, and low-alcohol wines and strive for organic certification. Others, on the other hand, remain true to traditions due to costs or principles. Some producers are also considering the possibility of producing wine in cans to attract new consumers.

Vine uprooting program in Bordeaux

To reduce overproduction, a program has been launched in the Bordeaux area that offers producers financial compensation for uprooting hectares of land. These changes in wine consumption are part of a global trend.

The French government provides support to winemakers

The French government has announced support measures for farmers engaged in viticulture and winemaking. They termed it a support package 'National aid to reduce viticulture potential after the consequences of Russia's aggression against Ukraine.'