FRANCE: ONIVINS SURVEYS WINE CONSUMPTION TRENDS

Article Abstract:

Sales of still wines from Southwestern France (not including the Bordeaux region, down 9.4% by volume, down 0.2% by value thanks to prices up 10%) reported the strongest progression through the super and hypermarkets of France in 1998, up 14% by volume and up 19% by value compared to 1997. Behind, only the Languedoc-Roussillon region could boast a two-digit increase (up 10.2%, up 15.3% respectively). In 1998, the sales of still wines reached FFr 19.5bn taxes included, up 3% from the year before but the increase in wine prices (up 4.8% on average) and the better performance from expensive wines compared to the cheaper segments, contributed to the 1.3% decrease by volume at 11mn hl in 1998. Because of table wines, the sales of red wines fell 1.4% by volume while reporting a 4% progression by value at FFr 13.6bn. Parallel to this, the Onivins counted 30.9mn of non-consumers in 1998, worth 35% of the French population above 14 of age. Though the situation has not worsened compared to 1995 (with a similar population level), the number of regular drinkers has fallen to account for 13mn in 1998 instead of 19.5mn in 1980, while the number of occasional drinkers is up. This happens as young people who begin drinking wine tend to last occasional drinkers for a longer time than before. The same trend happens with women, down in the regular drinker category at 16.5% of the population, up among the occasional consumers with 39.9% instead of 37.3% in 1995.

Wine & Brandy, Geographic

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FRANCE: COGNAC DRINKERS

Article Abstract:

Osband has carried out a survey of 1,202 people for the French National Cognac Industry Bureau (BNIC), which shows that cognac sales are edging up with 8.1mn bottles sold in 1997 and 7.2mn sold in 1996, compared with 16mn in 1975. This survey shows that 88.8% of those surveyed consume alcohol and that 35.5% of them drink cognac. Among the cognac drinkers, 61.1% are men, and 38.9% are women; 39.6% are over 55 years old, while those aged 35 to 55 represent only 38.4% of consumer and that those 18 to 34 years old represent only 22%. The slight increase in sales appears to be linked to different consumption styles. People are increasingly drinking cognac in a long drink with water, tonic, and ice, or in cocktails. Cognac drinking is linked to conviviality; 80% of consumers drink it with friends. Another reason for poor cognac sales, is the lack of advertising and that it is not visible on the shelves. Of those surveyed 32% only think of buying cognac when they are in supermarkets and hypermarkets, and 38% even say that they don't know what product they will buy when they are in front of the cognac section of a supermarket or hypermarket. However, 73% of cognac sales were made in supermarkets and hypermarkets in 1999, compared with only 75% in 1979.

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FRANCE: COGNAC, CALVADOS, AND ARMAGNAC

Article Abstract:

Cognac sales in supermarkets and hypermarkets appear to be picking up, representing 2.1mn bottles for the twelve months ending 26 September 1999. Manufacturers are stressing long drinks and cocktails in the image of champagne, and promotion with the slogan 'Give your ice cubes a cognac' launched by the National Cognac Industry Bureau (BNIC). Calvados apple brandy is following the same line. Boulard is offering long drink glasses for Calvados and recipe books which feature Calvados cocktails. However, sales of Calvados are still slipping, with 710,000 bottles for the twelve months ending 26 September 1999, down 3.2%. Armagnac brandy is not adopting this strategy on new consumption modes, although three traders (Chateau de Laubade, Samalens, and CPR have created a intercompany partnership in order to offer an Armagnac cocktail. There were 875,000 bottles of Armagnac sold for the twelve months ending 26 September 1999, down 2.8%.

Campaigns

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