On 24 February, key figures in the French wine industry gathered at the International Agricultural Show in Paris to present the latest steps in their industry recovery plan.
This initiative, developed in collaboration with French retail federations FCD and FCA, aims to modernize wine sales and engage younger consumers in the evolving market landscape.
Retail Experiments: Modernizing Wine Departments
One of the most immediate changes will be two experimental wine department concepts tested in supermarkets by the end of June. These trials focus on:
- Packaging innovation: Exploring new formats that appeal to modern consumers.
- Food & wine pairings: Enhancing the shopping experience by integrating wines with complementary food selections.
"The wine department has not changed in thirty years. We want to experiment things," said a leading industry representative. The goal is to refresh the retail experience and better align with contemporary shopping habits.
The Rise of Nolo Drinks: A Gateway to Wine?
In a bid to attract younger generations, the industry will launch a “prospective platform for Nolo drinks” (No- and Low-Alcohol beverages). According to Stéphane Héraud, chairman of the wine production association AGPV, this initiative aims to introduce consumers to lighter alternatives first and gradually guide them toward wine.
Future Vision: Innovation & Consumer Trends
The long-term vision includes establishing an observatory for innovation, which would track major consumption trends, packaging advancements, and new container technologies. However, no specific timeline has been announced for this project.
A New Chapter for French Wine?
These initiatives mark an ambitious effort to revitalize the wine industry, aligning it with evolving consumer preferences, sustainability goals, and modern retail trends. As supermarkets begin testing new approaches, the French wine industry hopes to secure its future in an increasingly competitive beverage market.
Source: Vitisphere