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The Bordeaux wine region in France is struggling due to declining consumption, with only the prestigious wines selling well. The podcast explores the reasons for this decline, the impact on winemakers, and their efforts to protect their livelihoods. It discusses initiatives to uproot vines and address the lack of commercial outlets for wine production. The podcast also suggests increasing production of white and rosé wines and inventing new styles of red wine. It delves into the essence of the French wine industry and describes a special event at a French restaurant.
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Quick takeaways
- Bordeaux winemakers are facing a crisis due to a decline in wine consumption driven by changing preferences of younger consumers, leading them to consider diversification and producing more white and rose wines to meet evolving demand.
- Individual winemakers in Bordeaux are struggling with significant debts and unsold stock, prompting them to adopt survival strategies such as uprooting vineyards, diversifying into different industries, and focusing on selling higher-end wines for a sustainable future.
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Decline in wine consumption and its impact on Bordeaux winemakers
Bordeaux winemakers, who produce the bulk of Bordeaux's wine, are facing a crisis due to a decline in wine consumption. This decline, especially in red wine consumption, is primarily driven by changing preferences of younger consumers who drink less alcohol. The decline in consumption has left many winemakers with huge unsold stock and significant debts. Factors such as Brexit, Trump tax, and COVID have also contributed to the crisis by impacting exports. Bordeaux winemakers are now considering strategies to adapt by diversifying their product offerings, such as producing more white and rose wines.
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