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Nicolas Ozanam: "in order to satisfy their markets, French wines have to change their communication"

Par Vitisphere Le 26 février 2013
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Nicolas Ozanam:
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anaging director of the Federation of Exporters of Wines and Spirits of France (FEVS), Nicolas Ozanam calls for the French wine industry "to adapt its production to markets. It isn't only about product quality, but also about their presentation, marketing, etc.. French wines have to be more accessible, in order to maintain France wine production and its strong wine industry. In order to stick to market demands, a cooperation is needed in our wine industry, between upstream and downstream."

"A recent FranceAgriMer study shows that  French wines have a great fame in foreign markets. Meanwhile, consumers find our wines too complex and intimidating. Which detract them from purchasing, to the benefit of other wines. Great Bordeaux and Burgundy wines don't face concerns about their complexity, because they are sought after by conoisseurs. But for less complex wines, communication needs to focus on fun and immediacy."

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