I am sure everyone knows Bordeaux as the famous wine production region. Indeed, they have over 60 appellations, 6,000 chateaux, and 120,000 hectares of vineyards all together. However, the reason I am writing about this is because I heard on BBC Global News today that they are not doing very well these days. According to Bordeaux Wine Board or the CIVB, domestic sales of their wine has dropped 10% last year, which accounts for 54% world wide or 130 million bottles.
According to multiple sources, this is due to the drinking trend. First of all, French people are not drinking a bottle per day (which French men used to a few decades ago); they are drinking much less. Also, the drinking culture amongst the younger generations (millennials) has changed drastically. Instead of wine, they tend to go to other alcoholic beverages. Finally, craft beer is a huge alternative to the wines, and Bordeaux craft beers are actually on the boom. There are many popular breweries in the region, attracting domestic and international customers—a market disruptor for the wineries. Despite the trend, critics say that Bordeaux will remain a dominant wine region offering quality wines to customers.
https://www.telegraph.co.uk/news/2020/03/11/bordeaux-bows-french-thirst-craft-beer-amid-record-drop-domestic/
https://www.telegraph.co.uk/news/2019/08/20/bordeaux-winemakers-forced-promote-rose-white-wines-young-drinkers/
https://www.thewinecellarinsider.com/wine-topics/bordeaux-wine-production-facts-figures-grapes-vineyards/
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