RESTRUCTURING AND REBRANDING: THE NEED FOR ANOTHER REVOLUTION IN THE LOIRE

Abstract

Over the last 15 years, various agencies and government bodies have addressed the increasing problems facing the French wine industry. This exploratory research sought to set the problems in the context of the Loire Valley and to determine whether any significant shifts could be detected in the direction of the consumer. A four stage process was used based on a literature study, semi structured interviews, synthesis and validation of findings with an expert panel followed by a consumer survey to evaluate current trends. Little or no shift in the structure of the industry, positioning of the product or movement towards the consumer could be detected. It was concluded that a radical industry restructuring and a significant repositioning exercise was required if the Loire region, one of the most important wine regions of France, was to halt the decline in market share and international competitiveness. Inevitably, the scale of the task and management industry and customer relations will require real leadership.