French winegrowers have not been spared in the United States: two years of pandemic, the Trump tax on wine imports – which has since been suspended by the Biden administration – and above all the closing of borders with Europe. But they have not withdrawn from the American market. The proof, they mobilized en masse for the return of Vinexpo America, the B-to-B fair for wine producers which is held at the Javits Convention Center, in Hudson Yards (March 9 and 10). The last edition took place at the beginning of March 2020, just before the outbreak of the crisis and in the midst of the turmoil of the Trump 25% tax on imports of wines and spirits.
This year, the majority of producers in France have come together behind the French flag and the Taste France brand, under the impetus of Business France. The presence shows the motivation of French houses to maintain or take their place on the juicy American market: 62 producers responded present, an increase of more than 50% compared to 2020.
Resumption of French exports
On site, exhibitors have a smile on their face, thanks to the lifting of the mandatory mask only two days before the show is held. ” We had quite a bit of traffic. It’s a fair on a human scale, which is nice, because people stop and take the time to chat. », rejoices Aude Deltin, owner of Domaine Malignay, in the Rhône Valley. Same return from Jérôme Schehr of Château La Coste in Provence. ” There is a great dynamic, the participants are qualified people who know what they are looking for “. For Franck Oksen, who makes a cinnamon-spiced rum exclusively dedicated to the American market, this show is a godsend. ” I have dreamed of coming here for three years. I had very nice contacts here, I hope all this will materialize ».
Some are looking for importers and distributors to penetrate the American market, others to widen their geographical distribution, in a sector in full recovery. ” The market has been difficult for two years for several reasons. On the one hand, French companies could not come to the United States, the taxes imposed within the framework of the Airbus-Boeing conflict increased the cost of imports and finally, the pandemic closed the important HRC circuit (hotels, catering and catering) “, explains Frédéric Rossi, Managing Director North America of Business France. But the mood is now one of optimism. ” Since the lifting of the taxes, our exports have been growing strongly, we have already exceeded pre-crisis volumes “. The export volumes of French wines and spirits have thus increased by 14% in 2021, and by 11% in value, according to data from Business France.
Interest in new houses and appellations
Above all, a sign of the maturing of the market, American consumers are increasingly interested in small houses and lesser-known appellations than the mythical Bordeaux and Côtes du Rhône. ” We have more than doubled our sales in volume and value, even during the pandemic. Today it is essential to come to the United States to speak directly to Americans says Carl Edmund Sherman, representative of Champagne Demière, a family estate for three generations. David Chardon, commercial director of Domaine Gayda in the Languedoc, also notes this openness: “ The United States is becoming more and more aware of the wines of our region and the organic approach, which is very encouraging. »
For Business France too, the signals are green. ” We note several favorable market trends: the hotel-restaurant-catering circuits on the one hand, which are in the process of reopening with the return of tourists to the United States. And on the other hand, the market is moving towards premiumization, a desire to have fun that benefits the French wine and spirits offer. “, explains Frédéric Rossi. The only small downside: the Trump tax was suspended in June 2021 by an agreement between the European Union and the United States, but only for a period of five years. The case is therefore not definitively settled.
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