Strategies for success in the French Wine Market: Fanny Breuil IWA at wine2wine 2023 Business Forum

At wine2wine Business Forum 2023, held last November, Fanny Breuil IWA presented a detailed analysis of the French wine market. The session was focused on entry strategies, with particular emphasis on the promotion and sale of Italian wines in France. The content is now accessible online in podcast format, reserved exclusively for Vinitaly Plus users.

Changes in taste and consumer habits

Italy occupies a leading role as an importer to France, a country that has always had a certain affinity for Italian culture and cuisine. In a changing context, Breuil identifies a trend that shows a quantitative decrease but a growing interest in quality. Her analysis reveals a strategic opportunity for Italian wines, underlining how changes in consumer habits can work in their favor. The growing preference for white wines, especially Italian ones, is notable, while Tuscany, Veneto and Piedmont dominate the red scene. Supermarkets and restaurants represent areas of interest, with a growing trend towards purchasing directly from wineries, both physical and online. Breuil clearly defines the market segments, with a majority of consumers over 50 years old, accompanied by a younger market under 35 years old.

The importance of personalized communication to build consumer loyalty

Environmental sustainability is another crucial issue for the French consumer, with a growing interest in environmental friendliness and an increasing preference for ecological products: in this context, organic Italian wines can make a positive impact. Breuil recommends capitalizing on this trend through online and personalized strategies: through newsletters and other initiatives, you can in fact establish a direct link with the consumer, respond to the desire for product information and develop personal relationships with the brand. For importers, a solid network and the choice of authorized importers are essential, while advertising proves fundamental in the media context dominated by French wines, as the French press can be difficult to access.

Fanny Breuil IWA

Fanny Breuil IWA, graduated in agricultural engineering and oenology from ENSAT (École Nationale Supérieure Agronomique de Toulouse) and gained international experience in wineries in France, Italy and Chile. After working in the United States for a wine import company, she founded Genuine Wines, specializing in the marketing of Italian and French wines in over 42 countries. Since 2021, Fanny has been an official Italian Wine Ambassador and produces personal wines in the Rhone Valley under the Labadens brand.