Bertrand Girard calls for the industry to “think French”

Wednesday January 09 2019 by Vitisphere

Bertrand Girard: “There is room to develop a value-generating model for all with good control and transparency along the value chain”.Bertrand Girard: “There is room to develop a value-generating model for all with good control and transparency along the value chain”. - Photo credit : DR

Former CEO of Vinadeis and InVivo Wine, Bertrand Girard has decided to make full use of his complete freedom of speech now that he is no longer a member of the company. In an article published on Linkedin on December 28, he discusses French business strategy, starting out by setting the record straight regarding the country’s export performance. France is undeniably a world leader in terms of value sales, but much less so when it comes to volumes. Bertrand Girard insists that figures for the French wine trade are not as flourishing as they may seem, because if revenue generated by Champagne, top Bordeaux and Burgundy is removed... “only 2 billion euros are left”. And the revenue stems from “affordable, accessible, good value for money wines, exported for young consumers, who are either not very affluent or not yet affluent”. By way of comparison, comments Bertrand Girard, exports of Californian wines total... 2 billion dollars.

The model is stalling

He believes that it is a “major” mistake not to focus on this segment of wines that revolves around “relaxed, friendly, enjoyable and shareable” drinking habits. “Focusing on the ‘think French’ model” should be a priority for “the weakest third of the pyramid in certain wine regions”, he claims. He believes this ambition is within reach, if efforts are directed towards quality and consumer-driven marketing: “There is room to develop a value-generating model for all with good control and transparency along the value chain if, and only if, the dogmas and self-centred fears or inabilities of some leaders evolve to make way for a simple system”.

 

Bertrand Girard: “There is room to develop a value-generating model for all with good control and transparency along the value chain”.

 

LEAVE A COMMENT

Processing

COMMENTS

No comments yet.

© Vitisphere 2019 - Tout droit réservé