A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

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Red wine no longer turns French people's heads

Nor of the rest of the world actually

Red wine no longer turns French people's heads Nor of the rest of the world actually

Not just fashion and luxury: even red wine is going through a crisis period, driven by a trend that, for several years now, has seen younger generations becoming more aware of health, wellness, and prevention, as confirmed by the recent article in Time: the narrative has shifted, and drinking alcohol is no longer a symbol of maturity and sophistication. In particular, red wine consumption in France has dropped by 90% since the late 1970s, according to the Conseil Interprofessionnel du vin de Bordeaux, the association that protects the distribution of the flagship product of the territorial heritage worldwide. According to a study by Nielsen, a leading company in market data and consumption analysis, the decline is global and not limited to France. Global data is clear: over the last decades, generation after generation, wine consumption has decreased by 80%, with an acceleration in recent years, as Gen Z purchases half the volume compared to millennials. The recent change in tastes and preference for quality over quantity has led the entire generation to favor RTDs (ready-to-drink), cocktails made with white spirits and liqueurs, rosés, and bitters, along with non-alcoholic options: the offer of low-cost wines sold in supermarkets is becoming less appealing.

But that's not all: the lack of connection with younger generations and the difficulty for winemaking companies to reinvent themselves are just some of the factors hurting the industry: «If grandparents drank about 300 liters of red wine per year, parents around 180, young people now consume around 30,» confirms sociologist Jean Pierre Durand. For Spiros Malandrakis, an analyst at Euromonitor International, this change in direction is inevitable: «With every generation in France, we observe the transformation; red wine is experiencing an 'existential crisis' given the shift in tastes». And the slowdown in production is not only related to consumers but also to the impact of the climate crisis: with rising global temperatures and lower water availability worldwide, the characteristics of wines are changing, leading to a reduction in quality and higher sugar concentration. According to a study by Nature Reviews, by the end of the century, wine-producing areas could decrease by up to 70%.

In this scenario, the alternative of moving vineyards north appears enticing: it seems that in northern Europe and North America, suitable land for viticulture could increase by 80% to 200%, and the British are challenging the French market. If some areas, due to low temperatures, seemed inaccessible in the past, they are now rewriting the viticulture map, presenting new opportunities. This is the case with investments made by famous champagne brands like Taittinger, particularly in southern England, especially in Sussex and Kent.

The crisis is also affecting attendance at dedicated fairs: recent editions of Wine Paris & Vinexpo Paris have shown a drastic decline compared to the past. The Bordeaux model, historically a benchmark for variety, tannic concentration, and intensity, has lost ground: increasing interest in wines grown natively breaks the monotony of French grape varieties, which have so far failed to adapt to new consumers. The problem seems to concern mostly the mass production of mid-range wines, which now face global competition, rather than high-end wines. Future strategies seem aimed at reaching a broader, more horizontal market, including a more inclusive diversification targeting non-drinkers, as confirmed by Carlo Flamini, head of the Wine Observatory of the Italian Wine Union: «Gen Z is not very attached to wine, and if they drink, they do so much more 'secularly,' paying greater attention to calories and alcohol content», while also demanding higher product quality. Ignoring the needs of new generations and resisting change would be a mistake.

Finally, the significant drop in demand from China, one of the most active players in the export landscape, especially for Bordeaux Grand Cru, must also be considered. The widespread contraction, caused by the economic recession and geopolitical tensions, reflects a period of great uncertainty for red wine trade, which dropped to €240 million in 2024. Consumption trends confirm the decline: in 2023, the decrease was 15%, with a further 9% drop the previous year. Attention is therefore shifting to new growing markets, such as Thailand, where demand is rising due to tariff concessions, and the United Arab Emirates. Will the renowned vineyards of the Loire be able to adapt to this new direction and reach a new audience?