Drinks After Dark

French wine rules: modernization or the end of tradition?

by Rachel Segal on May 30th, 2008

According to the Telegraph, France is changing it’s ways and now allows certain wine production techniques that were previously more than just a petite faux pas:

The changes are part of a five-year “modernisation plan” approved by President Nicolas Sarkozy and his government this week, with the aim of grabbing a bigger share of the world market. While France still leads the £14 billion world wine market in value, with 35 per cent compared with 25 per cent for the New World, it is no longer the number one exporter. Italy and Spain have higher figures.

Not surprisingly, money is at the center of this decision - but are we compromising something here? True enough, the French can be particularly….particular about their wine (to say the least). But as much as one might tire of the attitude, you can’t argue with the history and tradition that has produced some of the world’s finest wine varieties. Will they be kicking themselves in 10 years when quality has degraded? Or will this open the door to more international interest and enthusiasm to counter balance the sneers of purists?

“French wine is complicated and often little understood,” the Agriculture Ministry admitted when announcing the changes on Thursday.

But isn’t that part of the allure? Alienating your core audience could bring in huge short term gains, but in the end without loyalty the average wine enthusiast could easily move on just as they would skip from today’s trendy night club to tomorrow’s hot new lounge.

It will certainly be interesting to see how this decision pans out, but surely will take more than a couple of years to fully take in all ramifications.

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POSTED IN: In The News, Wine