Press dossier

Transcription

Press dossier

Press dossier
Press dossier
Joint B.I.V.B./Hospices de Beaune
2007 press conference
Press conference
Salle des Pôvres de l’Hôtel Dieu – Beaune
Sunday 18 november, 2007
Pierre-Henry Gagey
Michel Baldassini
President
Bureau Interprofessionnel
des Vins de Bourgogne
Co-President
Bureau Interprofessionnel
Alain Suguenot
Roland Masse
President
Administrative Council of the
Hospices de Beaune
Deputy Mayor of Beaune
Manager
Hospices de Beaune domaine
Louis-Fabrice Latour
Claude Chevalier
President
Fédération du Négoce Eleveur de
Bourgogne
Président
Confédération des Appellations et
Vignerons de Bourgogne
Press contact:
B.I.V.B. - Cécile Mathiaud
Attachée de presse
12 boulevard Bretonnière - B.P. 150 - F-21204 Beaune Cedex
+33 (0)3 80 25 95 76 – Mobile phone + 33 (0)6 08 56 85 56 – [email protected]
Joint BIVB – Hospices de Beaune 2007 press conference
2
Summary
2007 in Burgundy: a tailor-made vintage ....................................... P. 4-5
Climatology 2007: after the season mix-up, September once again
saves the vintage ......................................................................... P. 6-8
The 2006 vintage: turns on its charms .......................................... P. 9
The 2005 vintage: An outstanding year ....................................... P. 10-11
The market for the wines of Burgundy and their
development .......................................................................... P. 12-26
Key data for wine production in Burgundy ............................................. P. 12
Sales higher than production for the second consecutive year ................... P. 13
Export: the driving force of Burgundy ....................................................... P. 14
France: development of all the distribution networks .............................. P. 19
Crémant de Bourgogne: an appellation full of effervescence .................... P. 24
The Reform of the Certification Process: ICONE will serve as a
guarantee of the quality of Burgundy wines ......................................... P. 27-28
CMO: Position of the Burgundy wine trade ........................................ P. 29-30
The Grands Jours de Bourgogne: An unforgettable experience at
the heart of the wine-growing area! ................................................... P. 31-32
New for 2008 ............................................................................................ P. 31
Burgundy wine school: a wide range of international programmes ...... P. 33-34
The delight of returning to the class room .................................................. P. 33
From the novice consumer to the experienced professional....................... P. 33
Advanced teaching facilities ...................................................................... P. 33
Five new courses in the 2008 prospectus .................................................. P. 34
Inclusion of new consumer nations ........................................................... P. 34
3
in Burgundy
A tailor-made vintage
16th November 2007
F
ollowing the doubts and anxiety caused by an autumnal summer (see Climatology), a
sigh of relief was heard around Burgundy as soon as vinification started because of
the high quality of the musts tasted. This lovely surprise is a reward for all the efforts
made by the professionals in Burgundy who have not hesitated at harvest time to make a
rigorous selection, worthy of a masterpiece of haute couture.
The cool temperatures and the detailed work of the professionals made resistance to climatic
aggression possible. Indeed, both in the vineyard and the vat-rooms, wine producers selected
each grape and adjusted their vinification stages so as to retain just the quintessence of the
Pinot Noir and Chardonnay varieties, the kings of Burgundy!
The trend for the 2007 vintage is to offer wines that are both very up to date and faithful to
Burgundy’s great classics. Novices will be able to initiate themselves in the pleasure of these
wines while amateurs will find in each production the spirit of the great Burgundies as much as
the talent of each creator and wine producer.
These wines that are both sophisticated and within reach will be able to be drunk quite rapidly
since they are already pleasant to savour.
White wines: great purity of flavour
Since it enjoyed sunshine until mid-September, the 2007 vintage for whites is remarkably typical
in flavour.
This year, Chardonnay in Burgundy is revealing all its facets. Chablis wines are characterised
by their mineral taste, remaining sharp after their malolactic fermentation. In the South of
Burgundy, the white Mâconnais and Côte Chalonnaise wines, harvested later, gained more
opulence and diversity of aroma. In the Côte de Beaune and Côte de Nuits, the predominant
elegance and harmony express the subtlety of each area, thus establishing a link with the
classic Burgundy vintages.
Red wines: a spark of freshness
The 2007 vintage offers fresh and appealing red berry flavours. The richness of the aromas
perceived at the first nose is perfectly reflected in the mouth through the amplitude, roundness
and silky length of these wines made for pleasure. The maturity of the film has enabled attentive
wine-producers to moderate extraction, thus building a structure that is characterised by
delicacy.
What is more, the acidity present at the time of harvest and essentially due to the significant
concentrations of malic acid disappears during malolactic fermentation, contributing to a fine
balance in the mouth.
The wines have a fine cherry red colour highlighted by a few traces of violet, which is
characteristic of fresh vintages.
4
Crémant
The low temperatures this summer enabled the grapes intended for the production of Crémant
de Bourgogne wines to achieve good maturity while retaining a level of acidity that is ideal for
the expression of their characteristic freshness. These levels of acidity also make it possible to
work on the cuvées destined for a longer aging period in cask.
These favourable conditions lead to a forecast that the 2007 vintage will produce Crémant de
Bourgogne wines of a very high quality.
5
Climatology 2007
After the season mix-up,
September once again saves the vintage
O
ver the past weeks, most qualifiers have been used to describe this new vintage:
from early to heterogeneous via whimsical, unprecedented, difficult, etc. The great
source of inspiration for communicators: the weather and its mood changes! In
Burgundy, however, the vintage that, at the end of August, was feared to be
compromised, benefited from a favourable and saving September.
Indeed, weather instability has been this year's leitmotiv. July in April, September in May, August in
September... such were the vintage's weather conditions, worthy of a confusing puzzle.
The weather's versatility is not without its influence on vines. Hence, the exceptional conditions in
April followed on from a winter that was far from Burgundy standards, led to rapid plant blossoming.
The term "early" was thus put forward. The head start that the vegetative cycle had acquired held
throughout flowering and fruit setting, despite a distinct drop in temperatures from mid-May onwards,
followed by significant rainfall from June. Following this period of uncertainty, climatic disorder set in
over the summer. This autumnal weather endured, not facilitating maturation. Each bunch then
adapted to its micro-climate: heterogeneity thus set in within the vineyards. It was to remain until
gape picking.
Profiting from the ambient humidity and optimum conditions for their development, certain vine
diseases sought to flourish through the vineyard. Thankfully, however, nature is occasionally able to
restore a measure of balance: thus the low summer temperatures served to spare Burgundy from
these diseases, in particular from late blight. Nevertheless, the significant rainfall did not make
matters easy, requiring constant vigilance from the sector's professionals.
Finally, September saved the day, with its blue skies and north winds, restoring a measure of order
in the vineyards. The bunches were able to dry and the grapes took advantage of the sun's rays to
become golden and to reach their best balance.
Total rainfall for 2007: a very wet summer...
mm
800
700
600
500
400
300
200
100
0
JA NV
FÉV
MARS
CUMUL 2006
AV RIL
MA I
CUMUL 2007
6
JUIN
JUILLET
A OÛT
NORMA LE (1971-2000)
SEPT
OCT
NOV
DÉC
With, on average, a surplus of nearly 77% rainfall relative to normal seasonal values, July 2007 shall
go down as one of the wettest of the past 30 years. August followed on in the same vane, with a
surplus of nearly 92% relative to normal values for the month. A pleasant lull settled in during the
first weeks of September, while the grape harvest was in full swing. The rain returned with a
vengeance at the end of the month, rapidly making up for lost time, thus explaining why the month's
total was higher than normal.
Temperatures for July and August 2007: ... as cold as they come!
Up until July 14th, the average temperatures were of nearly 3°C below the norm. The lowest
temperature readings in the region's 3 departments were in the vicinity of 9°C. These were followed
by a very hot week, with temperatures approaching 30°C, before a return to a period of low
temperatures.
The August weather also fell in line with July, with mean temperatures for Burgundy that were 1 to
2°C below the seasonal average. Once more, the lowest temperature readings were of circa 9°C.
These low temperatures prevented the explosion of late blight that was observed in other vineyards
that had experienced milder temperatures.
August versus September: after the rain, the sunshine!
196.6 hours of sunshine in September (nearly 10 hours more than the norm), compared to only 183
hours in August (nearly 60 hours less than the norm): these figures alone are sufficient to describe
the weather difference between the two months and show that, though August was appalling, the
Indian summer of September brought out the best in this vintage.
On the rain side, it was also blatant: 42 mm in September, that is 30 mm less than normal,
compared to 109 mm in August (52 mm more than normal). September was abnormally dry and
accompanied by a north wind which accelerated the drying of berries and promoted their end of
cycle maturation.
Sunny and dry, September genuinely did have a beneficial effect on the 2007 vintage, that it literally
"saved from the flood"!
Development of Pinot Noir and Gamay sugars: slowly but surely
7
One of the most noteworthy points of this vintage for Pinot Noir is the very low rate at which sugar
concentration increased in the berries, relative to the 2006 vintage. It should be noted that the final
sugar content reached was close to that of 2007 for plots that could be left until September to be
harvested.
Development of Chardonnay sugars: September changed the odds
The curve clearly shows a drop in September, along with the rapid gain of the last few grams of
sugar allowing the grapes of Chardonnay to be picked at optimum maturity.
Source : B.I.V.B
8
The
vintage
turns on its charms
May 2007
A
charmer. Such is the epithet most frequently employed when Burgundy’s newest
vintage is evoked. After a year marked by very unusual weather, Burgundy is finally
breathing a sigh of relief. The 2006 vintage, a preoccupying one which never allowed an
idle moment, whether in the vineyards and in the cellars, excels in its whites and
surprises with its reds.
"Like the flowering of the vines, which was concentrated over only a few days, the grape harvest
did not follow its habitual course anywhere in the vineyards of Burgundy,” confided Michel
Baldassini, President of the B.I.V.B.
Organizing the grape harvest was no simple undertaking, and choosing the optimal dates was
particularly challenging as September’s sunshine suddenly ripened grapes which had been
previously languishing throughout August.
Even though a careful sorting of the harvest was required, the result is now promising,
particularly thanks to the knowledge and expertise of the winemakers. As such, even more than
with other years, the choices made in the vineyard and during the vinification process were of
prime importance for the creation of the wines of 2006.
2006 is a year which has never ceased surprising us, from the weather conditions to the wines
obtained. This wine is still being patiently worked with, and now shows the promise of many
pleasant and memorable tastings.
White wines
The wines harvested in 2006 are in a position to do much more than simply highlighting the
previous year. In particular whites are taking on particularly attractive features on maturing: the
fermenting citrus flavours are giving way to floral and white fruit hints which are becoming
clearly stronger. They are very harmonious in the mouth, rich with a crispy structure which is
balanced by the gradually appearing mineral taste which is typical of many Burgundy terroirs.
This is where the interest of this vintage lies. The end of the grape ripening cycle was marked
by chaotic weather and the different terroirs reacted in different ways to these conditions. All
these nuances of expression are to be found in the tasting experience.
Red wines
Some of the reds suffered from stormy weather in mid-September. The sanitary condition of the
harvest differed from area to area. However, the producers were very selective during the
harvest, as seen by the production figures (-7.5% of red wines compared to the 2005 harvest,
which was also down on 2004), and rotting grapes were discarded to preserve the quality. This
effort is now paying off as the 2006 red wines have beautiful, intense purple colours (resulting
from a successful blend of tannins and anthocyanes). There is a strong presence of red fruit
flavours, which are typical of Pinot Noir. The wines are supple, opulent and flattering.
In short, 2006 will definitely be a vintage to be enjoyed while we wait for 2005s to reach their
peak!
9
The
vintage
An outstanding year
November 2006
F
amous right from the time of harvest because of the perfect conditions
surrounding its growth, 2005 is a superlative vintage. It has received the highest
praise: exceptional maturity, excellent health status, exemplary bunches, etc.
White wines
The Mâconnais
The Mâconnais notched up an exceptional vintage in 2005. The wines have uncommon
richness and aromatic complexity, evoking odours of well-ripened fruits and dried fruits with the
addition of delectable candied notes.
Acidity levels are very good and mellowness excellent. The mouth is intense and rounded,
yielding an extraordinary sensation of fullness.
Not yet truly at its peak, this very great vintage with its impressive laying-down qualities is going
to make its mark.
Chablis
The 2005 wines impress as pleasantly seductive. The nose, marked by tangy fruit notes paired
with very pure minerality, is a real treat. The mouth has perfect balance and structure as well as
an exemplary harmony, while any heaviness is dispelled by a fine acidity.
A gratifying, well-rounded vintage which is obviously excellent for laying down.
The Côte Chalonnaise and Côte de Beaune
Though still closed-up and not yet fully expressive, the wines of this vintage are very clean and
very upright. Serious and magnificently structured, they promise excellent laying-down qualities.
They are substantial and remarkably well-balanced with a sumptuous mouth at once full and
powerful.
A great year, but one which still requires a little time.
Red wines
Côte Chalonnaise and Côte de Beaune
From regional appellations to grands crus, all are superb. The quality of this vintage is such as
to suggest that no improvement is possible.
Nothing is missing: splendid deep ruby colour, nose of small well-ripened fruits, spices and
Virginia tobacco, mouth astonishing in its texture and substance, impressive length...
In a word: an outstandingly high-class vintage which will leave its mark in history.
10
Côte de Nuits
Like their neighbours in the Côte de Beaune, the red wines of the Côte de Nuits are close to
perfection.
Tasty and with a fruit well out of the common run, these are wines of great precision to which
even superlatives fail to do justice.
Their breeding and ideal expression make them the quintessence of their grape variety: the
Pinot Noir in all its splendour!
Can we even imagine what they will be like in 10, 15 or 20 years' time?
11
The markets for Burgundy wines
and their development:
A situation in balance that is driven by export
I
n an environment in which wine continues to be penalised by world-wide overproduction in the last few years, Burgundy has experienced a second consecutive
campaign of sales exceeding its annual production, with total sales 4% greater in volume
during this campaign following an increase of more than 10 % in the previous year that
was already remarkable. Stocks have thus recovered their normal level before the arrival
of the 2007 vintage, estimated to be similar to 2006 in volume (following the severe
sorting, in particular of red wines, carried out, the harvest may be lower than that
forecast).
Key data for wine production in Burgundy (Sources: Douanes/ IRI/ BIVB/Draf)
Production
1.5 million hectolitres
dont :
61%
32%
7%
dont :
1,5%
47,5%
51%
of white wine
of red (and rosé) wines
of Crémant de Bourgogne
of Grands Crus
of Villages appellations and
of Regional appellations
27 200 hectares under productionn (3% of the vinyards in France)
2 main varieties :
f
Chardonnay (46% of vines planted) which produces almost all of the white wines
f
Pinot Noir (36% of vines planted) which produces almost all of the red wines
f
Other varieties: Aligoté (white, 6%), Gamay (red, for Burgundy Passe-tout-grain and Mâcon, 11%),
Sauvignon and César (1%)
100 different Appellations including : 33 Grands Crus
44 Village appellations and First Growths
23 Regional appellations
Proportion of Burgundy
in the world production of wines
in the production of wine in France
Bourgogne
0,5%
Bourgogne
3%
The Companies
4,000 Vineyards (including 1,300 who bottle their wines)
250 Trading Houses
23 Cooperative Cellars
12
in the production of AOC still wines in France
Bourgogne
6%
The Market
200 million bottles sold
ª50% of the volumes exported
1.2 billion euros of estimated
sales
14%
3%
12%
Total
Export
31%
50%
19%
21%
Modern Distribution
Restaurants and Others
Sales in the region
Specialized shops
Export to the European Union
Export Export to other countries
Burgundy represents:
f 5 % of world trade in value
f 20% of the sales of still VQPRD French wines exported (5% of production)
Its importance in the region
2% of the agricultural land worked in Burgundy
3% of the GDP of Burgundy
20 000 direct jobs
100 000 indirect jobs: glass makers, coopers etc…
Warning, as a result of a variety of untoward events over which we have no control, we do not have access to all of
our habitual sources:
- The wine stocks supplied by the Customs Service (following significant delays in record entries).
- Export statistics on volumes (following an internal reprocessing problem for simplified export declarations at the
Customs). We estimate that there are 2 million bottles missing from the data covering the first 8 months of 2007, so
this document will exceptionally concentrate on sales alone.
No delivery date has yet been announced for those documents.
We thank you for your understanding and will let you know as soon as we have the new figures..
Sales higher than production for the second consecutive year
The historic level of wine offered for sale by wine producers in Burgundy (208 million bottles
sold, of which at least 103 million exported, to which must be added the volume disposed of but
not sold - gifts, tastings, losses, etc. - the equivalent of 5.5 million bottles), exceeds the
relatively low volume of the 2006 harvest by approximately 15 million bottles.
As a result, the stock of wine in Burgundy should have decreased by 8% in July 2007, following
a 2% decrease for the previous campaign. Stocks may thus drop below the level of 1.4 million
hectolitres (or less than one year’s harvest in stock). Certain appellations are particularly
concerned, such as Crémant de Bourgogne whose level is very low (scarcely more than half a
year in stock) or the white Mâcon wines (scarcely two-thirds of a harvest in stock).
The 2005 vintage, an exceptional one, is a partial explanation of this enthusiasm, as are the
efforts in favour of quality made by the operators in Burgundy, as shown by the 2007 harvest:
indeed, this should be a wonderful surprise for quality in spite of the unfavourable weather this
summer (see the Press Release for 2007).
13
For the record, Burgundy, which was short of wine at the end of the Nineties, increased its
production just at the time when the world market was declining, with the result that the level of
stocks in the region increased. Following a number of efforts to manage and promote their
wines, the operators in Burgundy won new markets while strengthening their position in
traditional ones. They now sell their entire production and have brought their levels of stock
back to normal.
Export : the driving force of Burgundy
The upturn in exports observed since mid-2005 was confirmed by the last sales campaign
(August 2006 - July 2007). This sector continues to stimulate the sales of Burgundy wine with
the vineyard now exporting 50% of its production.
The volume sold out of France will probably represent close to 103 million bottles, or nearly
10 million bottles more than the previous campaign. This is a record level for Burgundy and one
that approaches the exceptional campaign of 97/98, then linked to the "French Paradox"1 effect.
History of the exports of Burgundy wines
(in volume)
Million
bottles
110
100
90
80
70
60
50
40
30
20
10
0
80/81
*estimated
82/83
84/85
86/87
88/89
90/91
92/93
94/95
96/97
98/99
00/01
02/03
04/05
06/07*
This rebound appears all the more solid since it has been noted in all the principal markets
abroad (see the table below), starting with the two leading customers for Burgundy, the United
Kingdom and the United States. Indeed, on their own these two account for half the sales and
half of the increase in value achieved for exports in the most recent campaign.
1
The concept of the French Paradox, according to which the consumption of red wine in reasonable amounts (one or two glasses a
day) is said to prevent the development of cardio-vascular diseases and explain why victims of infarction in France are considerably
fewer than in other countries, was noised in the media at the start of the Nineties, first of all in the USA and then in Japan. While this
theory has been queried on occasion, it has nevertheless led to considerable sales of wine around the world, especially in Asia
(essentially in Japan) where imports of red wine rocketed in 1998.
14
At the same time, neighbouring markets are also increasing clearly (except for Germany, which
is stable). This is explained by the renewed confidence of the decision takers in these countries.
These markets are purchasers once again and are contributing to the successful export of
Burgundy wines.
Lastly, the most recent markets, like the Scandinavian and Asian countries, continue to increase
their orders.
The total figures for customers of Burgundy by colour
Proportion
in
value
White Burgundy wines
(+ Crémant)
Total Burgundy wines
Sales in
€thousands
Diff. 05/06
camp.
Gain in 1 year
in
€thousands
Sales in
€thousands
Diff. 05/06
camp.
Red Burgundy wines
Gain in 1 year
in €thousands
Sales in
€thousands
Diff. 05/06
camp.
Gain in 1 year
in €thousands
World
100%
667 682
+16%
92 549
405 188
+12%
44 143
262 494
+23%
48 406
Europ. Union
48,2%
321 815
+16%
44 393
233 037
+13%
26 573
88 778
+25%
17 820
United-Kingdom
24,3%
161 952
+19%
26 129
121 666
+13%
13 670
40 286
+45%
12 459
Belgium
6,3%
42 289
+15%
5 399
30 137
+15%
3 881
12 152
+14%
1 518
Germany
4,4%
29 491
-0%
-69
21 348
+0%
54
8 143
-1%
-123
Netherlands
4,3%
28 512
+14%
3 407
19 714
+14%
2 408
8 798
+13%
999
Denmark
2,4%
16 225
+8%
1 173
8 986
+14%
1 102
7 239
+1%
71
Ireland
1,7%
11 576
+13%
1 358
9 625
+9%
804
1 951
+40%
554
Sweden
1,6%
10 753
+20%
1 775
8 550
+21%
1 483
2 203
+15%
292
Other countries
51,8%
345 867
+16%
48 156
172 151
+11%
17 570
173 716
+21%
30 586
USA
24,0%
160 465
+17%
23 534
82 368
+12%
8 698
78 097
+23%
14 836
Japan
11,9%
79 517
+6%
4 310
39 572
+5%
1 981
39 945
+6%
2 329
Canada
4,6%
30 481
+18%
4 714
15 147
+10%
1 379
15 334
+28%
3 335
Switzerland
3,4%
22 624
+24%
4 371
7 058
+32%
1 701
15 566
+21%
2 670
South Korea
0,6%
3 952
+97%
1 941
1 297
+52%
443
2 655
+129%
1 498
China
0,3%
1 739
+230%
1 212
676
+165%
421
1063
+291%
791
The export performance of Burgundy, however, remains an exception in France. Indeed,
Burgundy is the only wine-producing region in France to experience an upturn of this
significance in exports and, without the 77 million euros of profit for Burgundy, still AOC French
wines would have progressed by 1% only instead of 6%.
Increase in export sales in the first 7 months of 2007 (in €thousands)
(market in AOC still wines
TOTA L A OC STILL WINES
B URGUNDY
CÔTES DU RHÔNE
LOIRE VA LLEY
B ORDEA UX
A LSA CE
CÔTES DE P ROVENCE
B EA UJOLA IS
Other A OC WINES
LA NGUEDOC ROUSSILLON
-20 000
0
20 000
40 000
60 000
15
80 000
100 000
120 000
Focus on… the United States, a landmark market for Burgundy
The consumption of wine in the United States continues to grow. It has achieved 3.1 billion
bottles in 2006 (3rd place in the world market with 11% of the volume sold around the world) and
the opportunities for growth are still important: only 17% of potential consumers are regular and
account for 92% of total consumption. What is more, although it is a major producer, the USA
allows a significant place to foreign wines (30%).
Burgundy has never done better in the last 20 years, with 160 million euros of sales
(4th consecutive year of growth): the dynamic is constantly present for white wines, especially
the Mâcon wines as well as for Chablis which is establishing itself gradually. But it is above all
the red wines that benefit from the enthusiasm for Pinot Noir that developed at the very end of
the Nineties: following growth in Regional appellations, the Village appellations of the Côte d’Or
(+80% for the first 7 months) and the Grands Crus (which have more than doubled) have been
caught up by this market. However, these wines have to use the description "Pinot
Noir" differently: if, in order to give consumers a benchmark, it is in the interest of the Regional
appellations to mention the grape variety on the front label, the appellations Villages, Premiers
and Grands Crus make special use of the reference "Burgundy», which justifies a higher price.
Burgundy in the USA: training
courses and added value
For 3 years, Burgundy has embarked upon a
training plan for American decision takers
(wine shops and above all wholesalers) and
journalists around the principal areas of wine
consumption (the West Coast, the East
Coast, Texas and Illinois). A number of
journalists have also visited the vineyard to
increase their knowledge and meet on the
spot the men and women who contribute to
the reputation and quality of Burgundy wines.
Crémant de Bourgogne is also making strong
progress in this market. Marcel Combes, the
Manager of Louis Bouillot (Boisset), points out in
this connection that "knowledgeable American
consumers allow themselves to be tempted by a
smart purchase with a bottle of Crémant de
Bourgogne at $ 14.99. Also, "wine by glass"
acquaints them with Crémant rosé wines with
flutes at a price that is both reasonable for
consumers and stimulating for the margins of
restaurateurs."
“In comparison, the English market is very
sensitive to psychological pricing levels. It has a
concentration and dynamism that require
intensive sales efforts by operators. New
distributors are interested in this appellation in the
hope of finding a niche market that will soon be
ready to open up”.
16
A campaign of information is currently being
carried out in the autumn of 2007 in the
American trade press. In particular, it
emphasises the specific characteristics of
the wines of Burgundy and their added value
for both seller and consumer. It also offers
simple suggestions for marrying dishes and
wines in line with American habits.
Focus on… Denmark, progress upmarket in a traditional market
Denmark is one of the leading
Denmark: net wine importations (million litres)
countries for wine consumption
and average import price (€) prix moyen d'importation (€)
200
per inhabitant (38 litres per
180
inhabitant over 18 per year).
160
While
the
volume
of
140
consumption has stagnated in
120
the last few years, it is now
100
developing in terms of quality:
80
Danish consumers are looking
60
for
more
elegant,
more
40
complex wines as is shown by
20
the increase in top of the range
0
wines in retail stores (which
2000
2001
2002
2003
2004
2005
2006
2007
represent more than ¾ of wine
Average import price (for 75 cl equivalent)
Import volume net of re-exports
sales) and the upturn of
average starting prices in the last three years.
3,00
2,50
2,00
1,50
1,00
0,50
0,00
Burgundy is thus directly concerned by this basic trend since its sales have grown by 8% in one
year, essentially due to the white wines: we find here the appellations that perform well in the
other Scandinavian markets, i.e. Chablis, the regional appellations and also the Crémant de
Bourgogne.
Sweden and Denmark: a promotion that is maturing with the market
After having organised training seminars for the press and decision takers for several years, the
Interprofession des Vins de Bourgogne (the Interprofessional Association for Burgundy Wines) will be
launching a new event in the first six months of 2008 that will specifically target consumers. Indeed,
this market is now sufficiently knowledgeable and familiar with Burgundy wines to allow for the
message and above all the target to be enlarged.
Centred on the marriage of dishes and Burgundy wines, this operation will take place in two stages:
f Emphasis placed on wines from the Monopoly and distinguished cellars during tastings by
famous wine waiters and journalists from each of the two countries
f Suggestions for marrying dishes with typical wines around this selection and in line with
local specialities
These proposals will be presented on the websites of the leading wine and gastronomy journals.
Burgundy wines thus stress their modernity by insinuating themselves through the Web directly into
the homes of "foodies" (young consumers with high purchasing power who like to entertain and cook
at home).
Focus on… Sweden, a symbol of these growth markets
Breakdown of Burgundy wine sales by the Swedish Monopoly in
2006 (in volume, all colours)
Sweden is a dynamic market for Burgundy
and reflects the development of the
Scandinavian markets. The regular and
significant increase in sales (+20% in 200607) positions this country at the gates of the
top 10 customers of the vineyard. The range
is, however, essentially composed of Chablis
(1 bottle of Burgundy in 2 sold by the
Monopoly) and Regional appellations. The
Chablis
48%
Crémant de
Bourgogne
12%
Other Villages and
Grands crus
appellations
4%
Regional AOCs
36%
17
increase in sales is thus due to a few operators in Burgundy who have made successful efforts
in this market, respecting its specific characteristics, such as the widespread use of Bag-InBox©.
Olivier Martin, the CEO of Cottin Frères, recalls that "the 10 leading importers in Sweden
represent 60% of the volume sold. 85% of this is sold by the Systembolaget (the Monopoly) and
15% by 10,000 other sales outlets (CHR) followed by 5 wholesalers." He also warns intending
exporters: "Be careful, 79 SEK (8.53 euros) is a significant threshold for consumers, bearing in
mind that 58% of the volume sold by the monopoly is rung up at the checkout below 59 SEK (€
6.37) and 83 % of this is Bag-In-Box©."
Focus on… China, a market with a close future
500 million middle class people, wine consumption of 1.5 litres per year per inhabitant in the 3
principal megalopolises that is increasing by 15% per year, a genuine market for top of the
range wines (knowing how to taste and talk about wine is part of the culture of businessmen):
this information is enough to understand the challenge of this market, knowing that the 2008
Olympic Games ought to be a great stimulus. However, it is essential to watch out for
counterfeits, a significant scourge, and sales practices that need to be perfectly managed.
Burgundy is still little known in China, although this country may become one of the top 10
customers in the region after 2010. The BIVB thus plans to develop training and information for
this market. For the moment, the sales figure of 1.74 million euros, 20 times less than that for
Canada, Germany or the Netherlands has to be kept in proportion. It should nevertheless be
noted that the upturn achieved in the last campaign in terms of financial profits in absolute value
(1.2 million euros of additional sales) corresponds to the increases in Denmark or Ireland and
clearly compensates for the decrease of 69,000 euros in Germany. It is hard to believe that this
impetus can be stopped, and at this rate China may become the second major pillar in Asia for
Burgundy, after Japan.
Imports into China per four month
in value (€ million)
60
170
50
145
Accumulated imports into China for 12 months, end July
in value (€ million)
120
40
95
30
70
20
45
10
20
0
1st/06
2nd/06
3rd/06
4th/06
1st/07
World
of whom France
2nd/07
-5
3rd/07
2001/02 2002/03 2003/04 2004/05 2005/06 2006/07
World
of whom France
During his visit in June 2007, Mr. Chueh Kuang Luen, the distributor for Shanghai and its
region, pointed out that "Burgundy has its place in China since the market is demanding
products of better quality. Chinese consumers are bons vivants who appreciate gastronomy just
as much as the French. What is more, they have become aware that wine is healthy and is an
excellent companion to food ". He added that "Burgundy wines are undeniably perfect with
Chinese cuisine as it is also based on the subtlety and harmony of flavours." Lastly, the new
rich represent a market on their own since Burgundy’s image is flattering for the hosts of
business meals.
18
Focus on… Korea, with the prospect of a free trade agreement between the
European Union and Korea at the end of 2007
For several years now, Burgundy has been investing in promotion in this country. The latest
results appear promising since sales achieved in Korea by the vineyard have doubled in a year,
increasing from 2 to 4 million euros. This increase is principally due to the red wines, which
represent 2/3 of sales in value, essentially for Villages and Grands Crus.
It is true that in this country, wine is consumed by people who are rather prosperous and
"internationalised". The status image of wine is very pleasing: Koreans are prepared to spend
time and money on increasing their knowledge and appreciation of wine. This is a likely
explanation of the success of wine schools and especially the growth in numbers of clubs of
amateurs (more than 500) as well as the constant opening of new wine bars.
Mr. KIM Hak-Kyun, the Chairman of HANDOCK WINE Co. LTD, was one of the initial
distributors of Burgundy wines in Korea. Currently, his range of Burgundy wines is unequalled:
more than 60 appellations from 50 Burgundian domains. He explains that: "Burgundy wines
have an exceptional image for quality and a position at the top of the range. In the last few
years, Burgundy wines have become the favourites of leading Korean amateurs as their taste
has evolved toward greater finesse and elegance." More recently the Japanese manga entitled
‘The drops of God’ has led to a certain democratisation of the vineyard, making it more
accessible to debutant consumers. Mr. KIM Hak-Kyun also considers that "the combination of
these 2 factors is the key to the current and future success of Burgundy wines in Korea." He
even forecasts "a strong increase in the consumption of Burgundy wines in the next 2 or 3
years."
France : development of all the distribution networks
Retail distribution: ranges of wines that constantly increase in quality
At the same time as export sales are increasing, the sales of Burgundy wines in retail stores
(excluding hard discount and superettes), which make up the leading outlet in France, has
remained stable for a year. A sure explanation for this is that the region has been less
highlighted through promotions (24.4% of the volume sold compared with 26.7% the previous
year) and that Chablis, habitually more highlighted than the average, is strongly in demand
abroad (and consequently less on offer in this sector).
The good news therefore is based on the overall increase in value of Burgundy wines whose
average price has increased by 2%. An analysis of the range (the number of wines referenced
in the shop), especially during Wine Fairs, shows that retail stores are essential partners in
reaching a customer base that is wide and demanding greater quality. This has a positive effect:
an increase in the level of consumers.
So, when the sales of Burgundy red wines are broken down by price bands, the middle of the
range (€ 6 to € 15 per 75 cl bottle) is the one that ensures the development of the vineyard (the
3 Côtes). This observation was carried out over a period during which there were no wine fairs
(the second quarter of the year) so as to take account of the genuine dynamic of basic shelf
sales.
19
Breakdown of sales of red Burgundy wines
in turnover by price band
10 000 000
8 000 000
6 000 000
4 000 000
2 000 000
0
2nd Q 2003
< 2.50
2.50 à 6
2nd Q 2007
6 à 15
15 à 20
20.00 et +
The same result is noted for whites but on a lower price band (€ 4 to € 6 per bottle) thanks in
particular to Mâcon Villages.
Breakdown of sales of white Burgundy wines
in turnover by price band
12 000 000
10 000 000
8 000 000
6 000 000
4 000 000
2 000 000
0
2nd Q 2003
< 4€
2nd Q 2007
4 à < 4,5€
4,5 à < 6€
6 à < 15€
15€ et +
This demonstrates the pertinence of "Category management" procedures that are being
gradually implemented by the BIVB in this sector. (see below)
Anne Maizière, the Manager of the "Domaines et Châteaux de Burgundy réunis" company,
stresses the fact that "quality, packaging and the quality/price ratio are instrumental in the
choice of references made by the buyers in Retail Sales". The final link and not the least
important is "exposure (the place allotted to the wines on the shelves) must guide the
consumer’s choice since he or she constantly needs benchmarks and advice".
Burgundy wine producers are taking steps in conjunction with retail sales to meet these
requirements better. In this connection, Burgundy is disseminating information on its entire
range of appellations, in particular its Villages which are attracting increased customer interest
20
(all the year round). The challenge is to recruit customers (each household buys on average
fewer than 2 bottles a year from this sector); merchandising and communication are thus the
challenges of tomorrow for Burgundy in Retail Sales.
Category Management :
Organising Burgundy shelves in retail stores to stimulate wine sales
The deployment phase has begun
The reorganisation of the Burgundy range in retail sales has just entered a new phase. The
procedure is being set up in the most relevant hypermarkets and supermarkets for Burgundy wines
in France. A considerable task which will be spread over several years.
Since the beginning of October, 5 stores have been re-established in Burgundy, or 42 m of shelves.
A number of contacts have already been made to present the procedure and more than thirty shops
have been visited. "We prefer to establish a relationship of confidence with the sector heads in order
to achieve their total commitment to the project", explains Dominique Lambry, the Marketing
Manager of the BIVB. "They very soon see the beneficial effects on sales in their sector (+15% of
sales on average for the Burgundy sector and +3% over the entire wine sector according to tests in
early 2007, editor’s note) and are more ready to adopt this new form of organisation."
In a few months’ time, a study carried out by IRI will quantify the results of the procedure. As a
reminder, this operation consists in installing "shelf stops" that divide the Burgundy range into three
levels in line with the opportunities for consumption: "Meals at home", "Meals with friends" and
"Celebration meals". Two flags (for red and white wines) present at each end of the shelf a disc that
gives information of marrying dishes and wines. This information meets consumers’ needs and
guides their purchases, if they wish.
21
Restaurants: the future of wine by the glass
The restaurant market is no longer a
sector that offers significant growth
prospects
for
wine.
However,
according to a survey carried out over
the vineyard, this has to be compared
by segment. Indeed, it appears that
the development of the top of the
range, (Grands Crus, Chablis or other
Villages wines of high repute) remains
positive, particularly in gastronomic
restaurants. For Regional AOC wines,
the situation appears to vary in line
with the dynamism of the operators.
Sales of wine by the glass have
genuine potential since only 20% of
the establishments that have adopted
this method of sale offer Burgundy
wines; however the development of
offers of dish + wine and the arrival of
an interprofessional Bag-In-Box© is
perfectly in line with this trend.
Burgundy Bag-In-Box©:
quality within everyone’s reach:
Created in 2006 to give the smallest producers access to this
new type of container, the Burgundy BIB© is achieving
increasing success.
Since May 2007, it comes in 3 formats (3, 5 and 10 litres) in
each of the three colours of Burgundy wine (white, red and
rosé). An initial box maker has been with the project from the
start and has already sold nearly 50,000 BIB©. A second has
just produced 30,000 of them.
This success is explained by the aesthetic and technical quality
of the product and also because it meets the needs of small
bottlers. These effectively wish to enter the BIB© market but do
not have the means to develop a specific quality product. With
the Burgundy BIB©, they can start up at least cost while adding
value to their product.
Sales in the region: wine tourism is becoming organised
A survey was carried out by Vinifhor and the BIVB in 2006 covering 250 domains. The nature of
this sector is the sale to individuals without a middleman and each year covers about 14% of
the sales of Burgundy wines.
Half of the exploitations concerned sell fewer than 10,000 bottles in the region each year.
However, this sector is likely to grow. Half of those who replied said that they had seen their
sales in this sector increase in the last five years (little decrease) and 2/3 wished to see them
increase in the future. 83% have a tasting cellar but only 12% have an employee (full or parttime) to manage it, which explains why more than one third receive visitors only by
appointment.
Gérard Maître, Chairman of the "Markets and development" commission of the BIVB and
Chairman of the Cave de Buxy (71), indicates that "direct sales is a promising avenue for
Burgundy, confirmed by the sales achieved this summer."
"At the centre of a region known for its many attractions (historical, cultural, gastronomic and
tourist), reception and sales at the property are strongly expected, not only by visitors but also
by local residents" he adds before concluding: "The signposting of the Burgundy vineyard, the
wine route and the charter governing reception entitled "De Vignes en Caves" (from the vine to
cellars), the many events centred on wine organised by the appellation syndicates and tastings
and sales at the property are part of the need for a welcome, for authenticity and conviviality."
22
Wine tourism stimulates direct sales
For the last 3 years, the Interprofession des vins de Bourgogne (the Interprofessional Association for
Burgundy wines) and all the regional institutional partners (the region and the department) have come
together to encourage the development of this sector.
The BIVB has been organizing several seminars of information for wine-makers who wish to make the tourist
aspect of their activity more professional.
The BIVB is also making several tools available to visitors to inform them about the Burgundy vineyard and
the tasting cellars:
f The bilingual map (French and English) of the Burgundy Wine Route has just been republished in
170,000 copies for 2008. In particular, it presents the tourist routes and the main centres of interest in
the region. A new addition is the Crémant Route in the Châtillonnais district (north of the Côte d'Or)
which will be signposted during the winter 2007/2008. It highlights the traditional heritage (the houses
and dry stone walls) of the 23 communes covered by the appellation.
On the back of the card are listed the 309 cellars that are members of the "De Vignes en Caves"
Charter. In the last two years, these have been regularly visited to enable them to improve their
reception at the cellar.
f Similarly, the guide to wine events "Burgundy wines Celebrate in 2008" has just been published. It
now lists close to 90 events from January to December and is an ideal companion for visitors who are
lovers of Burgundy wines and local specialities.
f On the BIVB website, a search engine entitled "Wine Tourism" (trilingual French - English German) enables a stay in Burgundy to be organised.
f Signposting in the vineyard has been totally redesigned since 2005 and the signposts will all be
installed before January 2008.
Lastly, a seminar was organised in April 2007 with the participation of Emmanuelle Rouzet (Consultant
specialising in sales techniques) who gave very sound advice on how to make sales in the region a
commercial strategy in itself. Training courses are now being organised by the Groupement des Jeunes
Professionnels de la Vigne (GJPV - the Grouping of Young Professional Wine Producers) to develop this
avenue.
Wine shops and the Internet
These two outlets have still been little analysed. In order to circumscribe them better, Burgundy
is investing in research. With regard to the Internet, in January 2008 the Interprofession expects
the presentation of the very first study carried out on this sector.
For its part, the world of wine shops was the subject of an initial study carried out in 2005/06 by
all of the interprofessional associations. In 2008 the BIVB will be the only one to take it further.
This initial approach established that 83% of the 5,300 wine shops in France have the Burgundy
vineyard in their books with an average of 37 different wines. The core of this range costs
between 9 and 35 euros per bottle.
Wine shops established in Burgundy represent 50% of the total sales of the vineyard in this
sector, whereas these same wine shops achieve just 25% of their sales through Burgundy
wines. There is therefore a significant margin for progress in the region and also in the rest of
France, in view of the token market share of Burgundy wines in many regions in France. The
Interprofession is convinced of the relevance of training wine shops and in the last two years
has offered specific training courses in its Wine School.
23
A specialist in these two distribution networks confirms the healthy status of Burgundy wines
and their potential for growth. Jean-Michel Deluc, Purchasing Manager for Chateauonline, a
Website) and Repaire de Bacchus (a chain of wine shops), states that Burgundy is gaining an
increasing space in their range. "It represents 5% of our references and 7% of sales. We have a
range that goes from generics to the best of the grands crus. We detect strong interest in our
customers, far greater than that of the customary amateurs of this vineyard.
On our Website www.chateauonline.com, more open to less well-known appellations, sales
have increased both in France and in Europe."
According to him, the range in wine-shops is more classic and can be divided into three levels:
f Quality Burgundy wines at less than € 15. "We organise a Burgundy trophy each
year to select the best red Burgundy sold at less than € 12. This is a great success
with more than 6,000 bottles sold by advertising to more than 500,000 e-mails in
Europe".
f The growths with a very good quality / price ratio at less than € 25. "We call upon
appellations that are less well known to the general public and to a few First
Growths".
f The classic growths with prices ranging from € 30 to € 350. "We are aiming at major
connoisseurs".
Crémant de Bourgogne : an appellation full of effervescence
While the market for sparkling wine is developing strongly, demand for the appellation Crémant
de Bourgogne is expanding rapidly: the search for sparkling wines with tiny bubbles at less than
€ 15 per bottle offers a promising avenue for these high quality wines. The sector offers an
increasingly wide range, from white or rosé Crémant de Bourgogne, based on the principal
Burgundy grape varieties (Chardonnay and Pinot Noir), to the prestigious vintages that rapidly
reach € 10, € 15 or even € 30 per bottle in the shops.
The development of exports of Crémant de Bourgogne
Changes in
in thousands of €
06/07 campaign
1 year
Gain in 1 year
13 128
+10%
+1 223
World-wide
United States
2 923
+23%
+554
Belgium
1 808
+1%
+14
Germany
1 596
-11%
-192
United Kingdom
1 445
+22%
+257
Denmark
1 362
+39%
+380
Japan
1 310
+16%
+181
Sweden
961
+101%
+482
Norway
362
+91%
+173
Netherlands
335
-65%
-628
Switzerland
249
+2%
+4
Canada
238
+23%
+44
Italy
193
+33%
+48
Luxembourg
59
-4%
-3
Russia
59
+474%
+48
South Africa
32
+0%
0
China
27
+758%
+23
24
In any case, this is certainly one of the reasons for the success of this appellation abroad.
Exports of Crémant de Bourgogne are constantly increasing and are now at 3.5 million bottles
and more than 13 million euros. For the first 7 months of 2007, incidentally, it has been the
sparkling AOC in France (other than Champagne) whose sales have increased most.
Neighbouring markets in Europe are naturally the traditional customers for Burgundy. However
we note significant progress in sales to three other groups of countries:
f The leading markets for Burgundy (The United States, the United Kingdom and
Japan) of the order of 20% per year,
f The Scandinavian markets (sales doubled in Sweden and Norway and up by +40%
in Denmark),
f And lately the markets of the future (Russia, China, etc.).
To take the example of Sweden, one of the references for Crémant de Bourgogne is now the
second most sold reference for Burgundy by the Monopoly, with 12.5% of sales for the vineyard
by it alone.
In France, the phenomenon is identical. Retail purchases (hypermarkets + supermarkets)
increased again by 11% both for volume and in value and have now achieved 4.4 million bottles
and 22.8 million euros. It is the appellation for sparkling wine (other than Champagne) that has
increased the most, together with Crémant d’Alsace (whose production is twice as large) and
above all it is the appellation with the best value (an average of € 5.20 per bottle).
The offer has followed this increase in demand: except for 14% of the supermarkets, all the
shops in this sector offer Crémant de Burgundy, expanding the shelf and the number of
references.
The requirement for quality in Crémant de Bourgogne
Since the origin of the appellation in 1975, the sector
organised approval for a double check: the systematic
tasting and analysis of all the batches of basic wine in
order to obtain the authorisation to start vinification
and of all the batches of bottles that were ready for
sale. The reform of the "official approval" is not in itself
a revolution for the Crémant de Bourgogne
appellation. Similarly, both production conditions and
the equipment authorised were detailed in the decree
for the appellation of origin. As part of the reform for
implementing control plans, the Union of Producers
and Wine-makers of Crémant de Bourgogne wished to
continue to be strict in checking that production
conditions were being respected. Under the current
system, approval for the pressing sites will be effective
for each fermenting room intended for the production
of the appellation Crémant de Bourgogne. The sector
has preferred certification to the carrying out of internal
controls in order to adhere to the philosophy of
excellence in setting up external controls.
25
The 2006/2007 Campaign: at full throttle!
The 2006 harvest under the threshold of 1.5 million hectolitres
The 2006 harvest, lower than in
previous years, was limited to 1.482
million hectolitres, a decrease of
2.2% following that of 3.5% already
suffered the previous year.
This decrease affected both red
wines
(which
dropped
below
500,000 hl) and Crémant de
Bourgogne (-7% each). On the other
hand, the production of white wines
was once again slightly more than
900,000 hl (+1%).
The graph opposite clearly shows
the progress made by the Burgundy
vineyard in favour of white wines.
R écoHarvest
lt e en B o
g o g ne
inurBurgundy
en hl
1750 000
1500 000
1250 000
1000 000
750 000
500 000
250 000
0
According to the estimates of the
Sources : Douanes
Technical and Quality Centre of the
vins rouges
Crémant
vins blancs
TOTAL
BIVB, the 2007 harvest may be
identical to that for 2006 (because of
the sorting carried out during this harvest, this figure may yet be revised downward).
1 990
1 991
1 992
1 993
1 994
1 995
1 996
1 997
1 998
1 999
2 000
2 001
2 002
2 003
2 004
2 005
2 006
The negotiated purchases of Burgundy in the production stage has achieved
new records
Sales of the 2006 vintage are well under way since half of the volume has already been sold during
the 2006-2007campaign. More generally, the total volume of wine purchased by the trade during this
campaign achieved a new record with 934,000 hl (+2% compared with the 2005/2006 campaign), or
124.5 million bottles.
These purchases represent the equivalent of 63% of the volume of a harvest like 2006, a level that
was closer to 50% two years ago. This proves that sales activity has genuinely picked up in
Burgundy.
Another element that indicates this impetus is that the increase in trade sales now concerns mainly
the Grands Crus and the Villages appellations in the middle of the range (Chablis, villages from the
Côte Chalonnaise or the Côte de Beaune such as Santenay, Ladoix, Maranges, etc.). This highly
active market has led to a moderate increase in rates that is quite uniform, from 2 to 10%.
The stock available at the property at the end of July 2007 should once again decrease significantly
to less than 1.4 million hectolitres (-8% compared with July 2006). Indeed, despatches from
properties have been very high, far exceeding the volume of the 2006 harvest.
The economic situation of the vineyard is thus healthy and enables the future to be envisaged with
great serenity.
26
The Reform of the Certification
Process
ICONE will serve as a guarantee of the
quality of Burgundy wines
T
he Burgundy region is continuing to press ahead with reform of the certification
process. Having combined their forces, wine growers and merchants have just
created a common control agency and, as of the 2007 harvest onwards, have
implemented the new procedure which will only become mandatory at national level from
1st July 2008.
The Burgundy region set up an experiment to improve the certification system as of the
2005 harvest. In fact, Burgundy trade professionals, eager to do even more to promote the
quality of their wines, wanted to bolster the certification process and thus be in a position to
guarantee that all the wines certified in Burgundy were flawless.
Following the guidelines laid down by the National Institute of Origin and Quality (INAO), the
work already carried out in 4 pilot villages (Volnay, Santenay, Chassagne et Viré-Clessé) and
with a certain number of wine merchants over a one year period to reinforce the certification
process was then continued and expanded to other villages by incorporating the directives of
the new Council on Certification and Controls (CAC).
The Burgundy region successfully implemented this reform since all the actors of the sector
worked together from the beginning. Over the last two years wine growers and merchants have
met on a regular basis in a representative working committee. To provide an even more solid
basis for its work, the Burgundy committee has included the INAO in its deliberations, and they
soon recognised just how practical and thorough the Bourguignon proposal was.
On the 19th October 2007, an important
new milestone was reached with the
establishment of ICONE (InspectionControl-Origin), a common control
agency for Burgundy wine growers and
producers.
Claude Chevalier, President of the
Confederation of Burgundy Wine
Growers and Appellations (CAVB), and
Louis-Fabrice Latour, President of the
Association of Wine Merchants from
Burgundy (FNEB), signed the founding
act of this agency which will carry out
controls on all Burgundy registered
designations of origin (AOC) still wines
(except Chablis still in progress) and on
the Burgundy Crémant, as part of the
certification reform process.
Zoom
Unusually, ICONE is not an association under the
French law of 1901 but a simplified joint stock company
(SAS), owned 50/50 by the two founding agencies
(CAVB and FNEB) representing the professionals. It is
managed by a chief executive from outside the two
professional organisations.
″On the one hand, we wanted the two bodies to take
responsibility for this reform and be equally
represented within the agency. On the other hand, in
view of maintaining the agency’s independence, we
wanted the management and representation functions
to be entrusted to a person who was neither a wine
grower nor a merchant. This being said, we will
participate in the decision-making structure so as to
determine the orientations of the agency and oversee
the management decisions″, the two Presidents
explain.
27
The head start of the Bourgogne region in
comparison with the initiative at the national
level will facilitate the large scale testing of
the new control agency and of the degree of
pragmatism and effectiveness demonstrated
by the certification procedure developed in
the Bourgogne region.
Cyril de HERICOURT has been appointed as
President Chief Executive. He has previously
held the position of trade union director in the
Loire Valley and in Bourgogne.
For the Bourgogne region, it was also
essential to get things under control in order
to avoid the fragmentation of procedures. In
fact, with 100 registered designations of
origin (AOC), the professionals of Bourgogne
feared the multiplication of requirements (i.e.
a separate procedure for each AOC) which
would have rendered the objectives of the
new certification obsolete due to the
impossibility for businesses to comply with
them.
His mandate will be the management of
ICONE and - in collaboration with elected
representatives - the definition of the general
orientations of the agency. The professionals
will also oversee the management of the
President Chief Executive through an oversight
council.
In view of strengthening the procedures which this agency will apply, the CAVB and the FNEB
would like for ICONE to immediately take steps to gain accreditation with the COFRAC (French
Committee for Accreditation). The objective is to achieve accreditation by the 2008 harvest as
an inspection as well as a certification agency.
Like the creation of ICONE itself, this wish to switch rapidly to the new system is the reflection of
the union of the two components of the Bourgogne wine growing and producing sector. "Quality
is the key word in our wine growing area and we are all responsible for it, whether we are wine
growers, producers or merchants", the two Presidents conclude.
28
CMO (Common Market Organisation)
Position of the Burgundy wine trade
5th november 2007
Letter sent to all elected representatives in Burgundy
Dear Madam/Sir,
We are currently in the final phases of negotiations relating to the next European regulatory
framework entitled “Common Market Organisation” (CMO) for the period 2007-2013.
The Burgundy wine trade supports European institutions where they plan to improve the
efficiency of financial instruments that up to now have concentrated on measures aimed
at regulating the means of production.
However, our wine-growing industry in Burgundy is carefully monitoring the discussions on the
new arrangements; it is paying particular attention to the chapter relating to oenological
practices. Some of the proposed changes are especially unsatisfactory. These measures are
being considered for primarily economic reasons, while Burgundy operates without subsidy or
public structural support. They are likely to result in significant changes to the character of our
wines here in Burgundy; this is particularly true in the case of chaptalisation (adding sugar) and
reductions in enrichment and maximum strength.
The unique character of our wines resides in their “finesse”, their elegance and their aromatic
character, which have been responsible for their international repute. These aromas derive from
the alcohol produced by fermentation of the sugars present in the grapes. When climatic
conditions so demand - and 2007 is a perfect example - enrichment of up to 2° may be required.
We cannot accept a situation where the identity of our wines and the stability of our markets is
called into question by proposals to ban chaptalisation, reduce the enrichment margin and fix
maximum strength at an inadequate level linked to a redefinition of wine-growing areas.
We are also concerned about two other chapters in the draft CMO: planting restrictions
and vinification by-products.
We are avid supporters of the market economy within a framework that determines common
limits ensuring harmonious development.
The major AOC wine regions have built up the quality of their wines through careful planting
management that has benefited everyone, producers and consumers. Bringing vineyard
planting restrictions to an end, as proposed under the new CMO, would run counter to this
objective.
We are concerned about the quality of our environment and hence about the controlled disposal
of the by-products of vinification. Their mandatory distillation, as currently applied (vinification
by-products), must be retained in the European instrument. At a general level, we welcome the
important work by the European Commission in drafting the future wine sector CMO. However,
our distinctive regional characteristics must be given due recognition in this instrument,
especially as they have demonstrated their effectiveness over recent decades, with no external
financial support.
29
We also ask for the regionalisation of decisions relating to all traditional practices, in particular,
with specific application to each production region.
We have confidence in the good will of the Minister of Agriculture and his departments to ensure
respect for the practices of successful vineyards.
During this negotiation period, we hope we can count on your support and input to obtain the
necessary amendments.
Yours sincerely,
Pierre-Henry GAGEY
Michel BALDASSINI
Président du Bureau Interprofessionnel des Vins
de Bourgogne
Président Délégué du Bureau Interprofessionnel
Louis-Fabrice LATOUR
Claude CHEVALIER
Président de la Fédération des Négociants
Eleveurs de Grande Bourgogne - Bourgogne Beaujolais - Savoie – Jura
Président de la Confédération des Appellations et
Vignerons de Bourgogne
30
The Grands Jours de Bourgogne
From March 10 - 15 2008
An unforgettable experience at the heart
of the wine-growing area!
A
n exceptional occasion for specifiers and journalists! For one week, Burgundy
invites you to discover 10,000 wines and meet over 1,000 Burgundy wine-growers
and traders, at the very heart of their terroirs.
The 9th Grands Jours de Bourgogne event, an open-air trade show, will once again be the
opportunity for professionals from all over the world to taste the latest vintages on sale. Winewaiters, buyers, journalists will have six days at Chablis, Vosne-Romanée, Beaune, Mercurey,
etc. to fall in love with wines, all over Burgundy and its towns and villages of legendary
renown...
Some 2,000 wine professionals gather every two years in March to explore the Burgundy winegrowing region, with a single aim - seeking quality and pleasure...
The keenest among them will taste up to 300 wines a day, tirelessly seeking the pearl of great
price, a meaty, fruity wine which will win over the masses or an eluctible grand cru, and in all
cases wines which will begin trends and let loose passions for the coming years.
Since their inception in 1992, the Grands Jours de Bourgogne have become one of the major
events in the area. A display of Burgundy's excellence for the guest professionals, they provide
the opportunity to meet the top personalities of the Burgundy universe in just a few days. They
can also select, on the spot, the Burgundies of today and tomorrow.
In order to provide delegates with optimal tasting conditions, participation in this event is by
invitation only. The invitations will be sent out at the end of the year.
New for 2008!
This year, the 9th Grands Jours de Bourgogne will be even better, thanks to your comments and
remarks.
f Day-long tasting sessions with meals provided
f Appellations grouped together
f Prestigious venues
f High-quality welcome and services
f More frequent shuttles
This event is a unique opportunity to taste over 10 000 wines, meet the men and women
responsible for Burgundy wine, and for developing effective business relations too.
31
Special Grands Jours de Bourgogne website
The Grands Jours de Bourgogne make their début on the Internet! Online bookings and events
programme at the www.grands-jours-bourgogne.fr website from December 2007.
Multiplying media contacts
Every two years, on the occasion of the
Grands Jours de Bourgogne, scores of
journalists from all over the world come to
meet Burgundy wine-growers. To help
you find your way around, for your
appointments or to assist you with
bookings, the Interprofessional Bureau for
Burgundy Wines will organise a main
press conference each day close to the
events on the programme. Internet
connections, a personal welcome, mini
press conferences and more - nothing will
be left undone to make the Grands Jours
de
Bourgogne
an
unforgettable
experience!
Journalists!
Take part in the Press Trophy
The next Grands Jours de Bourgogne event will be
held from 10 to 15 March 2008. Every two years as
part of this event a jury of Burgundy professionals
rewards the work of a journalist with the Grands Jours
de Bourgogne Trophy. To enter the competition, you
have until 31 January to send us an explanatory article
you have written about Burgundy wines (taken as a
whole or about one or more appellations). For the 2008
Trophy the article or report must have been published
between April 2006 and the end of January 2008.
For further information or to receive the entrance form
please contact Cécile Mathiaud:
Phone: +33 (0)3 80 25 95 76
[email protected]
Stephen Brook receiving the Trophy 2006 (middle)
32
Burgundy wine school
A wide range of international programmes
T
he Burgundy Wine School (Ecole des vins de Bourgogne) forms part of the Bureau
Interprofessionnel des Vins de Bourgogne (BIVB). For more than 30 years it has been
organising training courses aimed at wine trade professionals as well as the general
public. To meet its clients’ needs, the Ecole des Vins is broadening its scope, paying
particular attention to foreign consumers and professionals. It has therefore arranged
numerous multi-national courses, conferences and residential programmes; this year,
training is even being offered in Chinese.
The delight of returning to the class room
Who has not dreamt, as time goes by, of returning to school to learn more about one’s passion?
The fundamental philosophy of the Ecole des Vins is to associate the gratification of the senses
with that of learning.
For more than 30 years this formula has tempted thousands of novices, amateurs and
professionals from around the world. At the Ecole des Vins, training is available and accessible
to all, with no entrance exam and no expectation of prior knowledge of the world of wine.
From the novice consumer to the experienced professional
The Ecole des Vins addresses a broad public.
Its courses are just as relevant to the novice
consumer - hoping to discover the key
characteristics of Burgundy viticulture and wine
making in only a few hours - as they are to the
Burgundy wine grower seeking to improve the
performance of his wines in blind tasting, or to
those in the wine trade who want to keep
informed of the latest from the world of
viticulture.
To achieve these multiple targets, the Ecole
des Vins offers 22 courses ranging from 2½
hours to 5 days, in addition to made-tomeasure products intended for specific groups
(wine clubs, business groups, symposia and seminars for professionals, etc.)
Courses for those in the wine trade (cellar owners, restaurateurs, sommeliers, students and
instructors at catering institutions) are paid for by the BIVB under its promotional budget.
Advanced teaching facilities
f Three modern, comfortable and fully equipped Wine Houses (Maisons des vins),
in Beaune, Chablis and Mâcon;
f Two large professional tasting rooms with 40 stations and 2 sensorial analysis
rooms with 12 and 24 stations;
f A team of a dozen experienced lecturers renowned for their professionalism and the
quality of their teaching methods;
33
f A Burgundy wine list with more than 250 labels selected for their quality by the
BIVB’s Cave de Prestige ;
f Regularly updated teaching documentation¸ produced by the technical, economic
and publicity departments of the BIVB;
f A unique address book consisting of a wide range of vineyards, wine co-operatives
and wholesalers, from Chablis to Mâcon;
f An on-going partnership with the leading vineyard and tourism players in
Burgundy.
Five new courses in the 2008 prospectus
The Ecole des Vins has recently added 5 new courses to its prospectus:
f Burgundy (red option) and Burgundy (white option) (three days each): two field
trip courses to the heart of the vineyards to learn more about the diversity, richness
and type of the great red and white wines of the Burgundy region.
f Expression of the great Terroirs of Burgundy: a 5-day tour, one day per region,
to explore the great terroirs of the Burgundy wine-growing area and the sensorial
expression of their labels, within their historic, cultural, gastronomic and human
environment.
f From the vine to the cellar: a new and original 5-day course spread over a year to
meet the needs of those who want to understand vine-growing and wine-making
methods through direct participation in the work: pruning, treatment and protection of
the vine, harvesting, wine-making and ageing.
f The Saga of the vintage (2 days): a journey back in time! A concentrated course full
of tastings offering participants the chance to experience the great white and red
wines of Burgundy (a range of vintages over several decades).
Inclusion of new consumer nations
To meet its enhancement objectives, the Ecole des Vins de Bourgogne is developing and
optimising its Burgundy wine courses to adapt them to consumers and the wine trade in the
major Burgundy wine importing nations.
This objective is being achieved simultaneously:
f In Burgundy, by the development of training packages and short residential
introductory courses in a range of foreign languages (English, German, Japanese,
Dutch, Russian, Chinese, etc.)
f Abroad, through the organising of tasting seminars with the BIVB and the
accreditation of official foreign instructors in Burgundy wines.
You will find full details of programmes available at the Ecole des Vins de
Bourgogne on
www.ecoledesvins-bourgogne.com
Contact :
Ecole des Vins de Bourgogne du B.I.V.B.
Jean-Charles Servant, Director – Annabelle Euvrard, Assistant
+33 3 80 26 35 10 - +33 3 80 26 35 11
www.ecoledesvins-bourgogne.com - [email protected]
34
BIVB Beaune
12, boulevard Bretonnière BP 150 - 21204 Beaune cedex
Tél. : 03 80 25 04 80 - Fax. : 03 80 25 04 81
[email protected]
BIVB Chablis
Le petit Pontigny 1, rue de Chichée BP 31 - 89800 Chablis
Tél. : 03 86 42 42 22 - Fax. : 03 86 42 80 16
[email protected]
BIVB Mâcon
520, avenue de Lattre de Tassigny - 71000 Mâcon
Tél. : 03 85 22 91 30 - Fax. : 03 85 22 91 31
[email protected]
Centre Interprofessionnel Technique des Vins de Bourgogne
6, rue du 16ème chasseurs BP 150 - 21204 Beaune Cedex
Tél. : 03 80 26 23 74 - Fax. : 03 80 26 23 71
www.vins-bourgogne.fr - www.burgundy-wines.fr

Press dossier

Transcription

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