Title: Don’t Shed Tears Over Wasted Wine

Intro: It’s quite disappointing to learn that the well-known phrase “don’t cry over spilled milk” actually stems from an obscure 17th-century book of proverbs by an equally obscure Welsh writer. But what if we were to update this phrase for our modern times? Perhaps “don’t cry over spilled wine” would be more appropriate, especially considering the recent events surrounding France’s excessive wine surplus. This summer, the European Union provided France with a staggering €160M ($173M) to destroy nearly 80 million gallons of wine, and additional funding of €40M ($43M) from the French government has been allocated for this purpose. The wasted wine will be repurposed into cleaning supplies, hand sanitizer, and even perfumes. While the logic behind this decision is understandable, it still leaves us feeling a bit disheartened.

Reasons for the Wine Woes: So, how did France find itself in such a situation? The Washington Post reports that a combination of factors has contributed to the wine surplus and subsequent destruction. The enduring impacts of the pandemic, the ongoing conflict in Ukraine, consumer inflation, and changing drinking habits in France have all played a role. The convergence of these circumstances has led officials in France to believe that eliminating a significant portion of the wine crop, roughly 7% of last year’s total, is necessary.

Taking Action: Apart from destroying wine, France’s agriculture ministry has set aside €57M ($62M) to support the removal of over 23,000 acres of vines in the Bordeaux-growing region. Grape farmers in this region, and others, are being encouraged to explore alternative crops such as olives. The decline in wine demand has caused prices to plummet, posing financial challenges for winemakers throughout Bordeaux and Languedoc. Jean-Philippe Granier, from the Languedoc Wine Producers’ Association, expressed concern over the situation, stating, “We’re producing too much, and the sale price is below the production price, so we’re losing money.”

The Plight of Wine Consumption: The European Commission reveals some staggering statistics on wine consumption across Europe. France has seen a 22% decrease, Germany 22%, Italy 7%, Portugal 34%, and Spain 10%. In France specifically, wine consumption has dropped from 885 million gallons in 2005 to 665 million gallons in 2021. This begs the question of how the wine industry can regain relevance in the eyes of consumers when faced with a plethora of alternatives. Stephen Rannekleiv, a global sector strategist for beverages at Rabobank, suggests that the wine industry should focus on engaging with consumers and making wine a more compelling choice amongst the myriad of options available today.

Conclusion: The wastage of wine, whether spilled or deliberately destroyed, is undoubtedly disheartening. However, the unprecedented circumstances and challenges faced by France’s wine industry necessitated drastic measures. While it may seem inconceivable to destroy such a beloved beverage, it is essential to address the excess supply and declining demand effectively. As wine lovers, our hope lies in finding innovative ways to re-engage with consumers and make wine a relevant choice once again. Until then, let’s appreciate and savor every drop, ensuring that no wine goes to waste.

[This blog post has been inspired by an article originally published on Food & Wine]