Abstract
France is attached to a sector which is an important part of its own identity : the sector of the wine. When you will ask one characteristic of our country to foreigners, the majority will answer Paris, the gastronomy, the luxurious, maybe the love but definitely also the wine. Since the nineties, the sector of wine has been touched by important changes due to many factors : consumption in decrease, crisis of the overproduction, competition with other alcoholic beverages, new competitors from countries such as United States, Spain, South America, Australia, etc...
The result : the French market knew a decrease after a continuous growth between 1993 and 1999 in term of volume but also in value. There were several attempts for finding new sources of incomes on the market : targeted younger consumers, developing brands with clear and definite identities, etc ... but the major ones which have been tested for making durable the business failed. Today, the main opportunities seem to come from the emergent countries which represent a great potential and a decisive key for the French wine sector.
With the perspective of growth, Asia is the new road of success of several companies and markets. Even if the perspectives and opportunities are real, the companies have to understand the market and the consumers and adapt their offer for succeeding. China (above all since the Olympic Games) is a large and important market with different consumers who have specific needs and expectations (specially in term of food and beverages). Many companies failed to enter in this market because of their strategic marketing plan (e.g : Danone). A bad planning will mean a huge failure.
