2013: Rhône Valley Wines Look To The Future (Rhône la valley des vins regardent l'avenir.)

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Contents

I- A FUTURE BASED ON MID TO HIGH RANGE PRODUCTS 3

1- SCALABILITY: A GLOBAL MARKET IN CRISIS 3

2- TRADING UP – THE RHÔNE VALLEY AOC EXPERIENCE 5

3- ADAPTABLE VINEYARDS FOR A CHANGING FUTURE 6

REPOSITIONING AND RESTRUCTURING 6

RHÔNE VALLEY ROSÉS MAKE THEIR MARK. 6

ORGANIC SEGMENT CONTINUES TO EXPAND 8

II OUR FUTURE – LOOKING TO ALL MARKETS 9

1- OVER 30% OF SALES GO TO EXPORT 9

2- LONG-TERM STRATEGIES FOR FUTURE GROWTH 11

3- LINKS WITH THE WORLD OF GOOD FOOD: A MAJOR ADVANTAGE FOR RHÔNE WINES 15

A MODERN, DYNAMIC APPROACH TO COMMUNICATION 20

AN E-LEARNING MODULE INSPIRED BY SERIOUS GAMES 20

WEB 2.0 & SOCIAL NETWORKING 21

A PLATFORM FOR VINEYARD BLOGS SPECIAL EVENTS IN THE REGION BUSINESS INFORMATION 21

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III DESTINATION RHÔNE 24

1- 2013: NEW INITIATIVES, AND A NEW DESTINATION FOR THE “VINEYARDS AND DISCOVERIES” PROGRAMME 25

A NEW “VINEYARDS AND DISCOVERIES” WINE TOURISM DESTINATION 26

2- A DIFFERENT PERSPECTIVE 27

3- LOOKING TO THE FUTURE – A PRESTIGIOUS NEW ADDRESS FOR 2015 28

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I- A Future Based on Mid to High Range Products

1- Scalability: a global market in crisis

In the past, there has always been a good balance between consumption and yield. From 2010,

however, product yields have been lower in all producer countries, while we have seen a small

increase in consumption.

In 2012, the OIV (International Organisation for Vine and Wine) estimated that world harvest levels

would reach 250 million hl at a time when consumption was forecast to be between 235 and 250

million hl.

Given that a proportion of the world harvest is earmarked for ‘industrial’ use, (to make alcohol for

brandy or vermouth production etc), the year’s harvest will not cover consumption.

Global gap between production and consumption of wine

Meanwhile, the wine market is facing increasing globalisation. World wine trade has soared from

just under 50 million hl in the 1990s to over 90 million in 2012.

The steepest rise took place in the 2000s, chiefly in the new exporting countries. In the 1990s, Europe

accounted for 85% of world wine exports – today that figure is closer to 65%.

Growth in international trade brings with it a rise in bulk sales; these have been rising since 2005,

moving from 34% to 40% of total volume in 2012. (Chief bulk exporters are Spain, Italy and Australia).

Growth in world exports of still wines

(In hectolitres and €/l. Source: GTA via Customs stats.) 4

24 244 729

37 080 755

46 618 189

55 075 608

0.58

0.74

2.55

3.22

-

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

-

10 000 000

20 000 000

30 000 000

40 000 000

50 000 000

60 000 000

2005 2006 2007 2008 2009 2010 2011 2012

Evolution des exportations mondiales de vins tranquilles

(en hl et en €/l, source GTA via stats douanes)

Vrac

conditionné

PM vrac

PM

conditionné

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