Good news for a production made in France: InterLoire has just published a very encouraging note for Muscadet, Anjou, Chinon and even Coteaux-du-Giennois: in 2021, they reached new heights abroad, by white wines and bubbles. Volumes increased by 13.9%. Turnover amounted to 373 million euros, a jump of 24.2%, calculated the economic observatory of InterLoire.
“From the United States to Europe, all our export markets are on the rise”, reacts Sylvain Naulin, general manager of InterLoire, the Loire wine interprofession which covers around fifty appellations from Nantes to Gien, passing by Tours and Blois.
Leading the countries that buy Loire Valley wine, the United States, despite the introduction of the 25% tax imposed by the previous President Donald Trump. “It slowed down the upward trend, but it did not stop it at all”, sums up Sylvain Naulin.
“Excellent value for money”
In Mareau-aux-Prés, near Orléans (Loiret), Bénédicte and Hubert Piel have always exported wines from the Orléans and Orléans-Cléry appellations. “It’s easier to sell in Brussels and Amsterdam than in Marseille”, observes Hubert Piel, who sells between 20 and 25% of production outside the borders, first in the United States, then in Belgium and the -Low.
To maintain these sales, there is no need to travel the world according to the operator: “We do not canvass importers directly. But we are loyal to the Loire wine fair in Angers (Maine-et-Loire) where major buyers from all countries are present. This is where we met an American importer,” he explains.
What are the Americans, Belgians or Dutch looking for in Loire wines? “Diversity, finesse and above all excellent value for money,” says Hubert Piel. In the Loire Valley, we are around 10-15 euros per bottle in consumer price, sometimes less directly. A bottle at 30 euros, for example in Sancerre, is something exceptional, whereas at this price, some other appellations in France can be disappointing on the palate. »
Still, Val-de-Loire winegrowers only export 20% of their production. InterLoire is aiming for 30% by 2025. “Not everyone knows English or the workings of marketing abroad”, tempers Sylvain Naulin, who would like to push the producers of red wines. “Historically, our operators have focused on the French market. However, consumption is falling in France. It is therefore a bet on the future to start exporting”, he predicts.