The wine fairs are starting and will be spread out, depending on the brand, over the whole of September and until the end of October for the latest ones. If the strategies diverge at the margin, all of them first wanted to offer a wide range of wines, from all regions and at the lowest possible prices. The average price of a bottle during this event fluctuates between 8 and 10 euros, but this amount is inflated by the rare grands crus, the core range being rather between 5 and 7 euros. Their selection was complicated this year by two factors: inflation, which affects producers and households, and a 2021 vintage that is difficult to supply in certain appellations.
1 – A DELICATE CONTEXT
The French are buying less and less wine in supermarkets. The drop in sales in the first half of 2022 is obvious: −8% in volume and −7% in value compared to the same period in 2021, according to FranceAgriMer. It’s even a 10% drop, if we look at the three-year average. Red wines are the first to be affected by the decline in hypermarkets, in particular protected designations of origin (AOP): −14.6% in volume for Bordeaux AOPs compared to 2019, and −21% for those from Languedoc- Rousillon. The average price per bottle, on the other hand, remains stable, and even climbs a little – inflation is also affecting this sector.
Last year’s wine fairs recorded a slight increase in value (1.3%) compared to 2020, according to the analysis institute NielsenIQ, but we know that sales in volume have been in continuous decline for years. years. The small dynamic, especially driven by sparkling wines, may not be renewed this year. In this context, knowing that the purchasing power of households is undermined by the economic situation, it is difficult to imagine flourishing 2022 wine fairs.
2 – JUGGLING WITH SMALL QUANTITIES
The brands are encountering a difficulty this year: 2021 is a very low vintage in terms of quantity, i.e. 13% less than the average of the six previous vintages. Centre-Loire, Burgundy and Beaujolais are the most affected, with around 34% less volume. Distributors had to redouble their tactical inventiveness to obtain supplies. “We anticipated en going to the vineyards from October to secure volumes, explains Cyril Mondon, head of the wine commission for Leclerc. We had to skip a few appellations, like Sancerre, but we have Chablis, which has become very hard to find. »
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