"THE SWORD OF DAMOCLES IS OVER US" :

Certain anachronisms can leave one flabbergasted. In 2008, the era of new technologies, where blogs abound in this numerical planet, the French tribunal has banned advertising for alcoholic drinks on Internet websites.

This decision was pronounced on the 13th February by the Paris Court of Appeal following a complaint from the National Association for Prevention of Alcoholism & Addiction (Anpaa) about the slogan "For a fresh world" used by the brewers Heineken on their website.

The court supported this complaint and went on to state that because Internet had not been mentioned on the limited list of mediums allowed by the Evin law of 1991, the Web is not considered to be an authorized media for communication for alcoholic drinks. This severe interpretation of the already restrictive Evin law surprised professionals, especially as at the time the law was in preparation, the Web network did not exist! The text mentions its French fore-runner, Minitel...


As a result, Heineken has shut down its website and the Internet world of wine and spirits, already suffering from several important restrictions since the Evin law (now part of the Public Health Code) came into effect, is now in a legally insecure position.

"The sword of Damocles is over us", deplores Catherine Alby, promotion manager for the Bordeaux & Bordeaux Supérieur Syndicat. This syndicat, the largest in France, with more than 5000 members, has been developing a communication strategy for the last two years, largely based on their successful website and various blogs where consumers send in their opinions on wines tasted.
An on-line wine cellar is to be added to their website in July with more than 900 references for sale.
"Competition is fierce, so we must look to the future and use modern technology or disappear. We need to validate this activity on a legal level otherwise we will be sitting targets for any complaints or court decisions", explains Catherine.
A Bordeaux wine professional explains that even though Internet is now a generally recognised media, because of these legal restrictions even the touristic websites which mention wine properties could come under attack.

Only the "merchant" websites, which do not contain advertising like WineandCo are safe. However it is a general feeling amongst professionals that Internet should be recognised as an authorized medium by law.

A study group, organised by the Health & Agricultural Minsitries, which is working on modifying the
law, held it's first meeting in Paris yesterday. Michel Barnier, the French minister for agriculture, has committed himself to finding a solution to the problem. Indeed, in today's context of modernising viticulture and communication, to deprive the industry of Internet would be like trying to run the 100 metres race with a ball and chain....

It was generally agreed by all the participants of the meeting (including politicians, health inspectors, wine professionals) that Internet authorization should be legalized with certain restrictions on websites available to minors, who must be protected at all costs.

"At the end of July a text produced by the group consensus will be added to a new health law", explains senator Gérard César.

Following this debate, another more complicated challenge, that of the various press groups will need to be addressed.

César Compadre S.O. 17/06/08

Translated by Maxine Colas.
doc@sudouest.com

DURAS OPENS UP TO FAMILIES :

DURAS OPENS UP TO FAMILIES :

Lot-et-Garonne : The Maison des Vins de Duras (the Duras wine marketing board & boutique) officially inaugurated its new tourist information activity today.

Several dozen children with helmets on their heads, park their bicycles at the entrance to the tasting room ready to sip grape juice. Another group wander through the new Vine Garden, a mini-park surrounding the building. The children study the educational signposts showing the vine-plant's life cycle and, pen in hand, fill in a quiz.
These young cyclists were welcomed by the Maison des Vins de Duras last week during the annual cyclo-tourist circle organised by the Lot-et-Garonne Educational League.

"We aim to provide a welcoming and educational platform with fun activities for families. Because France is a country for children," explains Corinne Lacombe, who is in charge of the "Maison" which was opened in 2002.
The boutique stocks around one hundred bottles produced by some 200 producers. A fee tasting can be enjoyed and the average price per bottle is 4 euros.
The Appellation Controlée Duras region boasts a vineyard of 2 000 hectares (2 thirds red wine, 1 third white) and was awarded AOC status 70 years ago.

"We are making wine tourism our priority", says Marie-José Bireaud, President of this AOC geographically hemmed in between Bordeaux and Bergerac. Indeed, in addition to their Vine Garden with its thousand vine-plants, fruit trees, picnic areas and "winemakers discovery trail" which now includes the superb medieval castle, visitors can also enjoy the "Keys to the Vineyard" exhibition on the second floor. This educational, inter-active exhibition organised in association with Cap Sciences, concentrates on the taste and aromas of wine.
Duras wine growers also have an excellent reputation when it comes to welcoming visitors in a relaxed atmosphere. There is also a large choice of local restaurants in the area which is approximately 35 minutes from Bergerac Airport. The beautiful villages of southern Gironde and Perigord also attract tourists. Bergerac and Duras are now working on a dual "wine route".

Other vineyards aiming to develop their "wine-tourism" potential (even the mighty Bordeaux) should look to Duras for ideas. Investment need not be an obstacle : Duras invested 170 000 euros in the aforementionned projects, part of which were financed by subsidies.

César Compadre S.O. 17/06/08

Translated by Maxine Colas.
doc@sudouest.com

PLAYING HARD TO GET....

The 2007 vintage futures campaign has produced mixed results.


"Irritating", "competetive", "electrifying"...The adjectives used by the professionals (producers, brokers and merchants) indicate how the 2007 futures campaign will not go down in history as being the most successful....

Every year, from April to June, this specific Bordeaux marketing campaign, consists of promoting sales of the vintage harvested the previous Autumn but which will only be delivered eighteen months later.
For example, customers will have to wait until Autumn of 2009 to receive bottles of 2007.
In fact, this particular market concerns primarily some 200 high class châteaux whose wines are aged in oak for eighteen months.

The lukewarm reaction to this vintage comes as no surprise to the professionals. The mediocre quality of 2007 (for 80% of the reds) attracted few enthusiastic buyers. "The U.S. market only buys the great speculative vintages. The exchange rate is disuasive and the banking crisis has made hundreds of London financiers redundant." explains a professional. These economic difficulties have not helped the campaign as the futures market is primarily an export market.

The tendancy is therefore a decrease in price compared to 2006, even though some châteaux wines are still considered too expensive.
"In some cases producers seem to have missed the point but those who were prepared to lower their prices sold well," recalls a broker, who mentions Domaine de Chevalier (Pessac-Leognan), Pichon Baron (Pauillac) or Branaire-Ducru (Saint-Julien). These properties sold all the cases on offer.

"We lowered our price by 3 euros as the market is fragile and our partners, the wine merchants advised us to do so. As a result we have had a satisfactory campaign" say the owners of Brane-Cantenac. This classified growth of Margaux is selling for 22.50 euros per bottle (Bordeaux merchant wholesale price) as opposed to 25.50 for its 2006, 32 euros for the 2005, 19 for the 2004 and 21.75 for the 2003.

Retail prices can be found on the internet via wesites such as www.millesimia.fr where Léoville-Barton (Saint-Julien) is available for 40 euros (duty-free), Montrose (Saint-Estèphe) for 50 euros or Clos-Fourtet (Saint-Emilion) for 32 euros. Whereas Châteaux Margaux, Lafite-Rothschild, Mouton-Rothschild, Latour and Haut-Brion, whose prices have just been made public, are all available for 280 euros (duty-free) per bottle (a drop of 25% from the 2006 future price).
Another website, www.vins-fins.com proposes Beaumont (Haut-Médoc) for 7.20 euros (duty-free), Troplong-Mondot (Saint-Emilion) for 48.50, Grand-Puy-Lacoste (Pauillac) for 34 and Lascomes (Margaux) for 44 euros.

The lack of enthusiasm for the 2007 vintage shown by the traditional customers for Bordeaux wines (European Union countries) has had a double result. Firstly, the French hypermarket chains have stocked up. A massive choice of bottles of 2007 at competetive prices will be on offer during the stores wine fares in Autumn 2009.
Secondly, more exotic new markets (Mexico, Bresil, Thailand, Africa...) have gained a foothold in the market.
A way of preparing for the future...

César Compadre S.O. 16/06/08

Translated by Translated by Maxine Colas..
doc@sudouest.com