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BORDEAUX
– MARKETS –
Romain Roux, winegrower and entrepreneur
the price alone was a buying cue, it is no longer enough. Roux has
therefore made changes to his vineyard to secure High Environmental
Value certification. However, value for money is still fundamental
and requires cost control. For example, he co-designed the Château
Les Tuileries brand with Lidl, which retails for €2.95 per bottle. By
farming his own vines, the wines can be supplied all year round and
the high volumes can generate profitability.
Finally, Romain Roux has diversified by trading in wines from the
South of France. He supplies red, rosé and white wines under the
Provenance brand, labelled IGP Terres du Midi, to supermarkets
during in-store wine festivals. Consumers can find them in Auchan
stores. Zoom sur l’étiquette. The wines are sold in bottles, but also in
boxed formats and now in soft discount outlets, and are undeniably
successful.
THE END OF THE TUNNEL IS IN SIGHT
There is no denying that the Bordeaux wine industry has fallen
victim to a range of successive issues, but at the same time, its ability
to react and adapt is tremendous and often enables it to save the
fundamentals. Government aid is certainly a welcome life line, even
if not everyone will emerge unscathed. Despite this, the latest figures
are fairly encouraging and offer confirmation of economic recovery.
This ancient land of winegrowing has been through numerous
disasters and crises since its beginnings and has overcome them all.
There is no reason for that to change.
AUTUMN 2021 GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE 23