My View: European reform will help French industry compete

The objective is to re-organise the industry structure so that it is better equipped to react to changes in both domestic and international markets.

The main propositions are to create a support system for conversion and restructuring vineyards, to increase R&D in order to modernise wineries and encourage new product development.

In the main, we French, welcome this opportunity to increase the competitiveness of our products in the world.

And I would like to reassure the UK trade that this new framework will allow us to react according to your needs.

And it is with this in mind that VINIFLHOR* has further developed its strategy for French wines by initiating a new promotional campaign in the UK based around the new visual ident "French Wines, a touch of magic".

You will see this incorporated into the design of the Fast-Track to France stand. We want to encourage people to try our wines, to taste them and, I hope, to like them!

*Office National Interprofessionnel des Fruits et Lgumes, des Vins et de l'Horticulture (France's trade body for all AOC food/wine products)

Prsident du Conseil de Direction Filire Viti-Vinicole (French wine industry advisory board) at VINIFLHOR*.