President Emmanuel Macron’s appearance at Wine Paris 2026 highlighted not only the domestic challenges facing French winegrowers, but also the growing international pressures reshaping the sector.
While defending the uprooting of unprofitable vineyards, Macron warned that global competition, rising trade barriers, and evolving consumer habits are forcing France to rethink its wine strategy.
One of the most immediate concerns is the impact of increased US tariffs on European alcoholic beverages. In 2025, the United States raised import duties first to 10% and later to 15%, significantly affecting France’s most important export destination. Official figures show that French exports of alcoholic beverages to the US fell by 20% last year, dropping to €3.2 billion. This decline has further intensified pressure on producers already grappling with oversupply at home.
Macron stressed the need to strengthen intra-European exports while actively defending French interests against what he described as aggressive trade practices. At the same time, he pointed to growth opportunities in emerging and expanding markets such as India, Canada, and Brazil, made more accessible through recent European Union trade agreements. Diversification, he suggested, is becoming essential rather than optional.
During his visit, Macron also acknowledged the symbolic and competitive challenge posed by new wine-producing countries. After being presented with a magnum of Chinese wine, he remarked that China has learned to produce competitive wines—an observation that underscores rising global competition not only in volume but increasingly in quality.
Wine Paris 2026 itself reflected the industry’s transformation. For the first time, the fair introduced a dedicated area for non-alcoholic and low-alcohol wines and spirits. This move responds to growing demand from health-conscious consumers and those reducing or eliminating alcohol consumption altogether. The presence of these products at a leading international wine fair signals a significant shift in how the industry defines its future.
Beyond the policy announcements, Macron’s visit also carried lighter moments, including gifts from exhibitors referencing his recent viral appearance at the Davos World Economic Forum. Yet the underlying message remained serious: the French wine sector is at a crossroads, where adaptation, innovation, and market repositioning will determine its long-term resilience.
Source: VinoVistara