Abstract
The major issue is that the French wine classification is complicated. There a variety and different categories of wine in France. This variety of wine “appellation” can be confusing the mind of foreign consumer. Indeed, it is difficult for foreign consumer to make the difference between two wines of the same region. French wines are classified by region and also by “Chateau”. Indeed, French producers don't really focus on their marketing strategy. They think that the strong reputation of France wines is enough efficient in order to protecting their brand against New World wines. But, we noticed that “63% of consumers do not care what country the wine they choose originates from.”, by Émilie Boyer King 13-Oct-2003, “Are French wines screwed ?”.
We noticed that “85% of consumers are more likely to buy wine when they have been provided with clear information about it, either on the bottle or on the shelf.”1 But, few bottles of French wines are label with information concerning the product. French producers should use labeling as a way of promotion. They can put the explicit information on the bottle, on the back. On the front of the label, they can put attractive graphics (use colors, logos, name of the “Chateau”, medals...). French producers can be promote on the wine classification system by a simply way. For foreign consumer, It is a good method to be understandable. French producers can explain clearly the classification system using leaflet, explicit advertising in airlines and in the website of the producers.
