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RHONE VALLEY
– REGION –
Looking out over the vineyards of Domaine Saint-Etienne in Gard,
owned by Maison Chapoutier
Château de Grignan surrounded by fields of lavender
MEDALS ARE ESSENTIAL
In the French market, trade channels have evolved and new
consumption patterns have emerged. Maison Chapoutier,
which previously channelled many of its wines through
wine merchants and the hospitality industry has had to
reinvent itself. “The closure of cafés, hotels and restaurants
has led us to redirect our sales efforts towards private
customers, works councils, digital companies and internet
sales. Our sales in the hospitality industry, which usually
amount to €60 million, have fallen by just 9%”, stresses
Chapoutier.
There is no lack of initiative when it comes to regaining
French shelf space and become stronger than ever. Michel
Chapoutier, with his Gard estate Roc Folassières which
produces AOC Côtes du Rhône and Côtes du Rhône-
Villages, and Domaine Saint-Etienne also located on the
Gard side of the Rhone, both covering 30 hectares each,
feels that Gilbert & Gaillard medals are extremely useful
when it comes to gaining visibility in French supermarkets
and hypermarkets. “Our buyers are attentive to this
and aim to showcase medal-winning wines, improving
placement on the shelves”, he says.
At Domaine de la Presidente in Sainte-Cécile-les-Vignes
in Vaucluse, winemaker Simon Gauthier is delighted
with the quality of the 2020 vintage, but feels it’s an
understatement to say that marketing is a struggle. “The
gold medals for our Côtes du Rhône and Côtes du Rhône-
Villages will make us more at ease when exporting. The
medals are important for online sales, where comments by
guides and journalists are valued”, he explains.
Exports of wines from this 137-hectare estate remained
stable in the first quarter of 2020, but in the restaurant
industry, sales have fallen sharply and show a 70% loss
in revenue. “On the other hand, we increased cellar door
sales by 25%, but failed to fully tap into the very dynamic
wine merchant market, which grew by 30% over the
period. We have directed our sales efforts towards this
channel by approaching distributors such as Vinatis, Le
Petit Ballon and Plugwine but the trade-off was being able
to display medals which have a strong commercial impact
on access to these markets”. Going forward, Domaine de
la Présidente intends to prioritise the French and local
market in a more sustainable way.
28 SPRING 2021 GILBERT & GAILLARD - THE FRENCH EXPERTS ON WINE