Marketing and Export Approach for French Wines

Abstract

France is a major player on the world wine scene: the second largest consumer market, the top exporter by value and the second largest world producer. This chapter presents a study of the case of LGI Wines, a small wine producer in the South of France, which builds its product offer on the basis of customer demand by adopting the demand marketing model of the new wine-producing countries. It provides a brief overview of the key figures and specific features of the French wine sector and global international trends. The chapter discusses the specificities of France as a major player in the international wine trade. It develops the notions of supply versus demand marketing and presents a methodological approach and presentation of LGI Wines. The chapter focuses on LGI Wines’ atypical model in the French wine landscape (the specificities, evolution and development prospects), and identifies lessons for companies and the wine sector in France.

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