President Macron’s strategy for French wine: “Put consumption first”

aking a defensive stance, French President Emmanuel Macron officially opened the international trade fair Wine Paris on February 9. He first met with industry representatives before touring the exhibition halls, shaking hands, thanking participants for their commitment and reaffirming his support for wine and its place in French culture. At a press briefing, he stated: “The priority is to put consumption first – and to make it compatible with public health. We have a strict prevention policy but at the same time, we defend French wine as an integral part of our lifestyle and gastronomy”, said the President. From a market access perspective, he added: “One of the key challenges is to export successfully within Europe, to defend our wines internationally when they come under attack from aggressive practices and then to move forward and conquer new markets – India, Canada and Brazil for example”.

With applications now open for permanent vine removal schemes, the President supported the €130 million plan funded by the French state to reduce production potential: “It has to be done so that others can generate value. It is a responsible policy. If we don’t remove vines at times like these, what do we do? We distil wine at a loss, which is devastating for winegrowers”, said Emmanuel Macron. He continued: “If we don’t help them remove a few hectares in order to safeguard the rest of production, we are pushing them into a dead end. However, it should not be viewed as the silver bullet. The measure involves specific regions that are facing unique issues”, while for the rest of the wine industry, innovation and diversification must drive development. “I prefer to look ahead”, he concluded.