“Wine is no longer a food product but a pleasure product”: how the IGP Pays d’Oc is organizing itself to become a brand

Les administrateurs de l'IGP autour du président, Jacques Gravegeal, MIDI LIBRE – Y. PO.

During the general assembly of the Protected Geographical Indication which represents 13,000 winegrowers from Languedoc and the P.-O. for a potential of 800 million bottles, specialists explained how to adapt to changes in a market in crisis by brushing aside many preconceived ideas.

This is a very special general assembly for the 13,000 winegrowers of the IGP Pays d’Oc, chaired by Jacques Gravegeal. From the CGR cinema in Villeneuve-lès-Béziers, the 150 participants were able to enjoy a two-part session. Traditional first with its financial report followed by its activity report.

The opportunity to underline that the IGP is doing well with production for the past year of 5.9 million hectoliters, representing 800 million bottles. We learn that the market is balancing between reds (42%) and the rise of whites (29%) and rosés (29%). And that Pays d'Oc has made an incredible breakthrough in direct sales, showing its very strong potential: "23 bottles under the Pays d& rsquo;Oc are sold every second in the world", underlines the general director, Florence Barthès. And then we discover that the market has mutated: "It has changed paradigm". This was the opportunity to focus in detail on this development during the second part of this AG.

Overproduction, deconsumption… preconceived ideas

In the form of a round table, led by marketing consultant Fabrice Chaudier and Bordeaux economist Jean-Marie Cardebat, we learn that "wine n’ is no longer a food product as in the past but a current consumer product", underlines Fabrice Chaudier. Who strived to break preconceived ideas: no, there is no overproduction of wine on a global scale but an undersale compared to needs.

No "deconsumption, a concept that appeared two years ago, is not a reality because we sell a lot more quality wine today ;today than yesterday"… No, the problem does not come from organic, inflation or mass distribution but "to be able to adapt to the demand of these consumers who want to drink a pleasure product".

A collective that has reinvented itself

Hence the idea of ​​making the force of Pays d’Oc "a brand and not just a label under the sign of quality". Concepts that are sometimes difficult to swallow for a profession heavily impacted by the effects of inflation "which has stopped at the door of the domain because I cannot sell my most expensive wine", scolds a participant who is also indignant at the lack of recognition of wine, even though it is a heritage product, par excellence.

But a brand idea that is gaining ground for a collective of winegrowers who are suffering the crisis but who, resilient, have been able to reinvent themselves for two decades. And who will be able to innovate again to meet the new demands of many wine lovers around the world.

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