Theme 7 : Economic challenges for Chenin Blanc wines
Issues to be addressed: Chenin is a signature variety for great white wines, it is one of today's new trend varieties in the world of wine. Minority in the world (26th position), it has a particular position in the world of great white wines, its versatility enables a production of sparkling, dry, sweet and liqueur wines. It is one of the grape varieties that appears more often outside of the original terroir : South Africa has 52 % of the Chenin planted in the world, France 27 % from which 95 % are in the Loire region.
Considered contributions: With its qualities and specificities, Chenin is a variety that interests the new generation of winegrowers for example in Val de Loire, in the Swartland, more and more, but also in other territories of France, India, USA… Therefore, we are interested in the place that Chenin has or can achieve among the great varieties of white grapes. We are going to explore the positioning, the targeted markets at the level of the territory, the collective and of each individual production.
At the moment Chenin interests a lot prescribers and influencers around the world. How should we communicate with these influencers ? Which kind of communication tools ? How to create a favorable climate to communicate Chenin in a changing environment.
This session will explore the economic, marketing, communication aspects of Chenin and aims to define the strategy of enhancing the status of this variety.