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artons, bottles, caps, fertilizers, GNR, electricity… even spare parts for tractors: the list of exploding bills is long, too long. For Jean-Christophe Granier, owner of the Domaine des Grandes Costes, in Vacquières, in the Hérault, it is impossible not to pass on these increases to his customers. Already last January it raised its tax rates by 10%, while it usually settles at 1.5 to 2.5%. ” Luckily, he said, otherwise I would be in deficit. »
Up until now, his clients have followed suit. At a recent trade show, its on-site turnover even increased by 12%. But it will have to lose a layer: probably still 10%, in March 2023. “Ideally, I should raise my prices by 20% given our small harvests – hail this year, frost last year – but that’s impossible,” establishes.
Jean-Christophe Granier sells his entry-level – a Languedoc red – at 12.50 euros and his Pic-Saint-Loup at 17.50 euros. He intends to pass the latter to €19 or €19.50, the retail price. He will announce this to his customers at the beginning of the year in a letter, where he will offer them to order before the increase takes effect.
Another decision this year: he does not produce his thirst-quenching wine called “Le blanc Canaille”, sold for 8.95 euros. Not profitable enough, given the yield, 20 hl/ha. Instead, he’ll cast Tackle, which he’ll place high. Jean-Christophe Granier knows he’s walking on eggshells. “When wines become too expensive, wine merchants don’t hold back but quickly become unattainable”, observe.
Carine Dalmasso manages with her brother the Domaine de la Source, in Nice, in the Bellet appellation. They cultivate 7 hectares and produce 20,000 bottles a year. She is also very concerned about the increase in production costs. At the beginning of 2023 you will have to readjust the prices of her, probably by 50 cents for her wines, which start at 19.50 euros / col. As this will not be enough, she is also thinking about reducing her investments. Carine Dalmasso makes 80% of its turnover in the cellar and relies on the understanding of its customers to overcome this increase.
Bernard Bohn, raised his tariff by 10% on September 1st. But he will have to put the cover back on at the beginning of January: “We will not touch the top five wines of our range, but we will increase our top-of-the-range cuvées by 2 to 8%”, warns. Located in Reichsfeld, Alsace, his estate covers 10 hectares of organic farming on steep hills. Even if he said goodbye in 2022 and if the demand for his wines is strong, he wants to remain “reasonable”, especially for his sales in Europe “where everything is on fire”. On the other hand, he thinks his clients on the other side of the Atlantic won’t really feel the new upside he’s preparing, due to the fall of the euro. At the beginning of November, it was above all the uncertainty of the times that afflicted him.
