SOURCE: Wines of France

May 14, 2007 11:17 ET

French Wines Experience Strong Gains on U.S. Market

Wines of France Poised to Be Increasingly Favored on American Tables

NEW YORK, NY -- (MARKET WIRE) -- May 14, 2007 -- Thanks to the efforts of many players in the French wine industry and, last but definitely not least, to American consumers, the latest export figures for French wines to the U.S. for 2006 (vs. 2005) speak for themselves: +13% in volume and +22% in value! In addition, several AOC regions are displaying double-digit growth in volume: +21% for Bordeaux; +19% for Burgundy; +23% for Provence; and +32% for Côtes du Rhône! These figures are testimony to the continuing success of such campaigns as Wines of France's "Spring into French Wines," which will be kicking off Year Three of promotions in the U.S. this spring and summer.

For the third year in a row, the campaign is led by spokesperson Sheri Sauter Morano, Master of Wine, who has established a new list of "Sheri's Top 40 French Wines Picks." All of her selections meet the criteria of quality, innovation and dynamism and retail between $7 - $20. Says Sauter Morano, "Based on consumer feedback while traveling with this campaign over the past two years, I have added some of my own selections to the list, which adds an interesting twist to the promotion." She continues, "While there are certainly a few favorites from lists past, there is a host of new, diverse wines from all over France."

For the first time this year, "Spring into French Wines" 2007 will run in seven (vs. five) key markets from May through July: New York Metro; Washington D.C.; Chicago; South Florida; California; and the two new markets of Texas and Massachusetts -- with an overall budget of $1.5 million. A total of 200 points-of-sale will participate in the campaign with in-store tastings and additional integrated promotions scheduled. The top stores per market will receive visits from Sauter Morano or a Wines of France ambassador to train the staff as well as to meet the public.

The 2007 "Spring into French Wines" program will include radio spots, distributor incentive programs, and a massive e-marketing campaign, in addition to:

--  A partnership with "America the Beautiful Fund," where a percentage of
    the sales of French wines in the key markets will be donated to the
    charity, for a total of $30,000 this year.
--  The update of the U.S. website,, which
    features Sauter Morano's list of "Top 40 Wine Picks" along with
    accompanying food pairings.
With the Wines of France 2007 campaign preparing for its national roll-out, it is clear that the French wine industry is no longer looking to the past as a measure of its growth, but forward to an even more profitable and productive future. Stay tuned!

About Wines of France:

VINIFLHOR, the French National Office for Fruit, Vegetables, Wine and Horticulture (l'Office National Interprofessionnel des Fruits, des Légumes, des Vins et de l'Horticulture), known in the U.S. under the trade name Wines of France, is dedicated to the promotion of French wines through public relations, trade and consumer wine tastings, education, wine seminars, advertising, Web presence and non-traditional marketing events.

Contact Information

  • Media Contact:
    Pieter van Vorstenbosch
    Director of PR
    Tel: (212) 477-9800 x108
    Email Contact