Crémants place focus on exports

Wednesday September 11 2019 by Vitisphere

Franck Vichet, chairman of the National Crémant Federation: “Crémants are riding the crest of a buoyant wave”.Franck Vichet, chairman of the National Crémant Federation: “Crémants are riding the crest of a buoyant wave”. - Photo credit : Marion Sepeau Ivaldi

On average, 20% of Crémants by volume are exported, a percentage that the National Crémant Federation (which includes 8 Crémant appellations) would like to see increase over the next few years. On the back of a favourable supply situation, with the 2018 vintage due to deliver a further 110 million bottles – an all-time record – the Federation will launch a programme to promote Crémants in export markets focusing on two regions: the North American market (USA and Canada) and Scandinavia. Ten agencies are poised to submit their proposals to create a development strategy for the eight producer regions while promoting the Crémant name. The Federation will select one of them to be rolled out in 2020. Before then, it will need to collect the funding required for the project. “The objective is to secure the most efficient strategy at a reasonable cost. There will be a rebate for regions based, for example, on the average basket or the number of bottles”, said federation chairman Franck Vichet.

Ironing out production fluctuations

Exporting also implies guaranteeing stable sourcing, which is key to ensuring market sustainability. The 2018 crop was bountiful but 2019 promises to be “normal”, in the words of Federation director Olivier Solher. The crop should come in at around 90 million bottles, which is below the production target set by the Crémant group. Nevertheless, it is slightly above the annual marketing volume of 80 million bottles. Production fluctuations need to be ironed out and the Federation is rebuilding stocks thanks to 2018 output but also by using the complementary individual volume scheme, which is being trialled for the third year for Crémant d'Alsace and Crémant de Loire. For Crémant de Bourgogne and Crémant de Savoie another scheme has also provided for wines to be set aside in case of need.

 

Franck Vichet, chairman of the National Crémant Federation: “Crémants are riding the crest of a buoyant wave”.

 

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