French wine drinking in decline
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Written by Graham Holter
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Thursday, 28 May 2009 |
French households have cut back on their wine expenditure, according to newly-released government figures.
Consumption was down to 43 litres per household in 2008, down from 48 litres in 2007.
The fall in domestic consumption comes at a time when French wine exports are also struggling. The agriculture ministry says exports fell by 15% in volume terms in the first quarter of 2009, and 30% by value.
Some commentators blame the decline in wine drinking in France on the current economic conditions, but consumption has been in steady decline for some time.
There are also fears in the industry that French producers are not doing enough to attract younger drinkers to the category.
Jean-Philippe Perrouty, research director of Wine Intelligence, said: "In the UK, about 60% of adults under 35 drink wine. In France it's 40% or 50%. And in France, when a young adult starts drinking wine - if he does - he's very likely to become an occasional wine drinker. He will probably not become a regular wine drinker."
Perrouty said the industry had "let down these adults" by not responding to changing drinking and purchasing habits among younger people.
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