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The future of wine and spirits in 2030
FINDINGS #9
21 JUNE 2022
21 JUNE 2022
SYMPOSIUM “ACT FOR CHANGE”
INTERVIEW: “THE FUTURE OF WINES & SPIRITS BY 2030”
INTRODUCTION
On 20 and 21 June 2022, international professionals and experts gathered at the Cité du Vin in Bordeaux for the second edition of the Symposium “Act for Change”. These two days of talks were organised to shed light on the major changes and impacts on the production and distribution of wines and spirits by 2030. It was an opportunity to get together and discuss, exchange ideas, and work together to better prepare ourselves for the challenges that await the wine world in the coming years.
Before concluding the symposium, Christophe Navarre had the opportunity to reflect on the discussions that had taken place during the event and outline his predictions for what lies ahead for the wine and spirits sector in the next decade. The near future will, according to him, require adapting to current transformations while remaining pragmatic.
SPEAKERS
During the session, Christophe Navarre, Chairman of the Board of Directors at Vinexposium, answered questions by Robert Joseph, a wine expert, consultant and producer.
THEME: THE FUTURE OF WINES & SPIRITS BY 2030
SMALL & LARGE PRODUCERS: THE DIFFICULT ISSUE OF VISIBILITY
All groups today talk about their products in terms of “luxury”, which can be defined by the combination of quality, brand image and high prices. But what does luxury represent to the general public? The most important aspect is emotion. For a wine, it is the pleasure one experiences when tasting it. I think it’s necessary to send a message to companies that creating this emotion comes before the packaging and everything else that follows. A good producer who offers high-quality wines at the right price, will have no problem finding consumers.
When it comes to marketing and brand visibility, the world of wine differs to that of spirits. It is a highly fragmented sector. The major challenge for everyone is distribution. When starting out in the wine business, you have to work hard and think about the future generations. There is a transmission of knowledge. If you want to make money from a small wine operation, it will probably take 50 years to become profitable. Nevertheless, I am convinced that the new distribution platforms will provide producers with new opportunities and allow them to gain new visibility. Big companies have a larger budget for their communication campaigns and new product releases, but this doesn’t mean they don’t make mistakes.
This is why I believe less and less in marketing, and more and more in the power of emotion. My advice to small producers is to organise small events to distribute their wines. Our sector places emphasis on sharing, communication and raising awareness. Human relations will make all the difference.
(Christophe Navarre, Chairman of the Board of Directors at Vinexposium)
IS ECONOMIC SUSTAINABILITY COMPATIBLE WITH NEW MARKET EXPECTATIONS?
We hear more and more that we should buy local products from our region. But we also hear that French consumers are increasingly interested in foreign wines. We shouldn’t deprive ourselves from drinking a particular wine just because it doesn’t come from nearby. We must learn to distribute and consume in an eco-friendly way and adapt to market demands, but we must remain pragmatic. For this to happen, companies need to be transparent at all levels.
In terms of economic sustainability, wine should be accessible to anyone, but not at any price. I don’t think it will be sustainable for producers to sell wines at discounted prices. In France, we have all the terroirs and all the experts and key players necessary to become the nerve centre of wine and, perhaps in the future, of spirits. But we need to bring all these key players together to develop the market, which is the real battle. Therefore, practices must remain realistic and reasonable.
(Christophe Navarre, Chairman of the Board of Directors at Vinexposium)
THE NEED FOR IMMEDIATE CLIMATE ACTION
There is positive impetus coming from the younger generation to take action now for the climate. To carry out concrete actions on a large scale, we must succeed in reconciling political agendas, the actions of large companies, consumer habits, and so on. The process is complex. In the field of distribution, we may not place enough value in those producers who take positive action. This is certainly now part of our mission.
To act now, it is important to bring people together. We must not stop meeting, travelling and talking. We must constantly ask ourselves, “What can we do immediately?” Climate change will certainly have an increasing impact on humans, so we must act now. Let us not forget what we have learned during these two days of discussions and let’s make sure that it was not all talk.
(Christophe Navarre, Chairman of the Board of Directors at Vinexposium)
About Vinexposium
Vinexposium is the world's leading organizer of wine and spirits trade events with a portfolio of iconic and recognized events. The group also draws on its digital portal Vinexposium Connect to maximise the scope of its events and serve the industry’s business interests across the globe 365 days a year.
On 20 and 21 June 2022, international professionals and experts gathered at the Cité du Vin in Bordeaux for the second edition of the Symposium “Act for Change”. These two days of talks were organised to shed light on the major changes and impacts on the production and distribution of wines and spirits by 2030. It was an opportunity to get together and discuss, exchange ideas, and work together to better prepare ourselves for the challenges that await the wine world in the coming years.
Before concluding the symposium, Christophe Navarre had the opportunity to reflect on the discussions that had taken place during the event and outline his predictions for what lies ahead for the wine and spirits sector in the next decade. The near future will, according to him, require adapting to current transformations while remaining pragmatic.
SPEAKERS
During the session, Christophe Navarre, Chairman of the Board of Directors at Vinexposium, answered questions by Robert Joseph, a wine expert, consultant and producer.
THEME: THE FUTURE OF WINES & SPIRITS BY 2030
SMALL & LARGE PRODUCERS: THE DIFFICULT ISSUE OF VISIBILITY
All groups today talk about their products in terms of “luxury”, which can be defined by the combination of quality, brand image and high prices. But what does luxury represent to the general public? The most important aspect is emotion. For a wine, it is the pleasure one experiences when tasting it. I think it’s necessary to send a message to companies that creating this emotion comes before the packaging and everything else that follows. A good producer who offers high-quality wines at the right price, will have no problem finding consumers.
When it comes to marketing and brand visibility, the world of wine differs to that of spirits. It is a highly fragmented sector. The major challenge for everyone is distribution. When starting out in the wine business, you have to work hard and think about the future generations. There is a transmission of knowledge. If you want to make money from a small wine operation, it will probably take 50 years to become profitable. Nevertheless, I am convinced that the new distribution platforms will provide producers with new opportunities and allow them to gain new visibility. Big companies have a larger budget for their communication campaigns and new product releases, but this doesn’t mean they don’t make mistakes.
This is why I believe less and less in marketing, and more and more in the power of emotion. My advice to small producers is to organise small events to distribute their wines. Our sector places emphasis on sharing, communication and raising awareness. Human relations will make all the difference.
(Christophe Navarre, Chairman of the Board of Directors at Vinexposium)
IS ECONOMIC SUSTAINABILITY COMPATIBLE WITH NEW MARKET EXPECTATIONS?
We hear more and more that we should buy local products from our region. But we also hear that French consumers are increasingly interested in foreign wines. We shouldn’t deprive ourselves from drinking a particular wine just because it doesn’t come from nearby. We must learn to distribute and consume in an eco-friendly way and adapt to market demands, but we must remain pragmatic. For this to happen, companies need to be transparent at all levels.
In terms of economic sustainability, wine should be accessible to anyone, but not at any price. I don’t think it will be sustainable for producers to sell wines at discounted prices. In France, we have all the terroirs and all the experts and key players necessary to become the nerve centre of wine and, perhaps in the future, of spirits. But we need to bring all these key players together to develop the market, which is the real battle. Therefore, practices must remain realistic and reasonable.
(Christophe Navarre, Chairman of the Board of Directors at Vinexposium)
THE NEED FOR IMMEDIATE CLIMATE ACTION
There is positive impetus coming from the younger generation to take action now for the climate. To carry out concrete actions on a large scale, we must succeed in reconciling political agendas, the actions of large companies, consumer habits, and so on. The process is complex. In the field of distribution, we may not place enough value in those producers who take positive action. This is certainly now part of our mission.
To act now, it is important to bring people together. We must not stop meeting, travelling and talking. We must constantly ask ourselves, “What can we do immediately?” Climate change will certainly have an increasing impact on humans, so we must act now. Let us not forget what we have learned during these two days of discussions and let’s make sure that it was not all talk.
(Christophe Navarre, Chairman of the Board of Directors at Vinexposium)
About Vinexposium
Vinexposium is the world's leading organizer of wine and spirits trade events with a portfolio of iconic and recognized events. The group also draws on its digital portal Vinexposium Connect to maximise the scope of its events and serve the industry’s business interests across the globe 365 days a year.