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Bordeaux announces three-year plan to revitalise its wine industry

Published:  28 July, 2010

The Bordeaux Wine Council CIVB, intends to cut production levels of low cost wine as part of a three year strategy to fight the current challenges facing its industry.

Low cost 'basic Bordeaux' production will see one-third of its 1.1 million hectolitres improved, a third become another category such as claret or rosé and the vines of the remaining third grubbed up.

The strategy will also see the country's overall production increased by 12% across more profitable areas.

It's perceived that labels that sell for less than €2 undermine the country's prestigious wine image.

'Bordeaux Tomorrow - the reconquest' will implement a set of measures that include; reducing the number of poor-quality growers by 26%, to creating easier to understand labeling and increasing sustainable development.

The 24 measures, that include eight key and five emergency measures aim to help revitalise the Bordeaux brand image as a whole.

It is estimated that the industry could generate a turnover of € 4.6 billion and 6.3 Mhl volume sales within 5-8 years, (subject to plan recommendations being implemented).