Vin de France has driven 'important growth' for French wine

By Gemma McKenna

Published: 22 October, 2014

The creation of the Vin de France category has driven "important growth" in French wine exports as well as acceptance among younger consumers, Harpers France Summit heard.

The category, which in essence replaced the Vin de Table classification in 2010 with a much broader one, allows grape variety and vintage to be printed on labels without referring to a particular appellation.

vin de france Vin de France got an overwhelming thumbs up from delegates at Harpers' France SummitLes Grands Chais de France UK director Tim North said the classification helped French wine compete with New World wines in a way never before possible.

Tim North, UK director at Les Grands Chais de France, said the category, which has encouraged blending across regions, has helped drive "important growth in French wine exports". North named certain varietals as having done particularly well as a result of the looser regulations, such as Sauvignon Blanc, Pinot Noir and Merlot.

"It lets us compete with the New World in a way we couldn't before," North added.

Les Grands Chais de France UK director Tim North said the classification helped French wine compete with New World wines in a way never before possible.

Simon Jerrome, wine purchasing director at on-trade supplier Matthew Clark, said Vin de France "is the most exciting thing to happen since Robert Skalli put varietals on Vin de Table labels". "We're now starting to produce great value for money varietals and blends."

Corney & Barrow associate director Rebecca Palmer said IGP and Vin de France categories were "working very well for us", adding that the French were getting better at talking about their wines, realising that "not everybody talks about soils all the time".

Having more accessible pricing and making labels less intimidating has boosted acceptance among younger drinkers too. According to Olivier Mouraud, sales director at La Famille Bougrier, said "nowadays our Vin de France and IGP wines are much more suitable for younger consumers", an area that has largely been ignored by France in the past.

Daniel Murphy of bulk wine broker Murphy Wine Company, said "without doubt Vin de France breaks down all the codes and anorak brigade". "Now we can make Sauvignon and Chardonnay according to a market," which boosts engagement with consumers.

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