Vin De France Category Rising Fast In The U.S.August 6, 2018
Vin de France, the country’s national wine denomination, has emerged as a 1.3-million-case category in the U.S. after posting 18% growth in 2017. Primarily made up of wines in the $10-$15 range, Vin de France wines are making marked gains in the white and rosé segments.
Valérie Pajotin, director of Anivin de France, says the classification has improved flexibility for French winemakers while demystifying the French category for consumers, with its focus on brands and varietals rather than appellations. The Vin de France denomination allows producers to release varietal- and vintage-labeled wines sourced from one or more French wine regions, whether or not they fit into the traditional appellation system. “It was really a revolution for the winemakers to be able to blend from different regions,” Pajotin says.
More than half of Vin de France exports to the U.S. are single-varietal wines. The U.S. is the fifth-largest export market for Vin de France, which has a global volume of 21.8 million cases. Pajotin notes that American retailers are responding to the category’s price-to-quality ratio, with chains like Total Wine & More—where Vin de France has held tastings and promotions in 109 stores—embracing the designation. “We represent only about 15% of French wine exports for still wines overall,” says Pajotin. “But consumers are showing increasing interest.”
The category, which was established less than 10 years ago, has grown to include prominent players like Baron Philippe de Rothschild and Boisset, among others. Pajotin says that so far white wines like Sauvignon Blanc and Chardonnay have performed best, with rosés like Shaw Ross’s Sacha Lichine and BH Group USA’s Notorious Pink showing strong growth from smaller bases. Reds from labels like Vineyard Brands’ La Vieille Ferme and Gérard Bertrand’s Kosmos are also doing well.—Shane EnglishSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.