Canada
“FRANCE HAS NOT DONE MUCH TO DEMYSTIFY ITS WINES”
France has not done much to demystify its wines, according to Georges Soleas, CEO of the Canadian monopoly Liquor Control Board of Ontario (LCBO). He criticizes French winegrowers and traders for not investing more in promoting their wines, citing the strategy of Italian wines occupying the Canadian market as an example. Soleas urges French operators to be more active in organizing tastings and promotions to make French wines less intimidating and appealing to young consumers who seek fun rather than sophistication. He emphasizes the importance of having a strong presence in markets like Ontario, especially with the upcoming increase in points of sale due to the liberalization of wine distribution. Despite the changes, the LCBO will remain the exclusive wholesaler in Ontario, but Soleas encourages French operators to adapt to the evolving preferences of younger generations and the challenges of anti-alcohol sentiments. (ICE TORONTO)
Fonte notizia: https://www.vitisphere.com/actualite-101266-la-france-na-pas-fait-grand-chose-pour-demythifier-ses-v