Promotion
71. The Commission is proposing that more than
a tenth of the funds to be allocated to Member States as national
envelopes should be reserved for promoting the sale of EU wine
outside the Community. We have heard much support from all sectors
of the industry for greater investment in promotion. Eva Corral
believed that it was "fundamental if we are going to open
markets and we want to reconquer markets" (Q 246), while
Giusseppe Castiglione, a Member of the European Parliament and
Rapporteur-Designate for the Commission's Legislative Proposal,
drew attention to the imbalance of investment in promotion between
the EU and New World wine industries. "Our competitors,"
he said, "really have massive advertising campaigns
70 per cent of young English people do not really know much about
European wine. It may be better quality, but nevertheless they
know Australian wine better" (Q 266).
72. While we support the intentions behind this
investmenti.e. to boost sales of EU winewe believe
that this objective will not be achieved unless the concept is
drawn more widely. In a word, what we should be talking about
here is marketing rather than promotioni.e. linking the
production of EU wine more closely to the market rather than simply
advertising the perceived qualities of EU wine. Marketing includes,
for example, efforts to foster vertical integration of the wine
industry, so that growers and wine-makers are able to forge effective
links with wine buyers, enabling them to structure their production
with the market in mind. The absence of this linkage was highlighted
as a problem by Jean-Louis Alaux, President of the Independent
Winegrowers Association of the Aude region of Languedoc/Roussillon,
when he told us that "the producers that bring wine to the
cooperative are never in contact with the market" (Q 796).
Alain Vironneau, President of the Inter-Professional Council of
Bordeaux Wine Growers, reinforced the point: "The wine producer
is a producer: out there with his vines he is somewhat removed
from the world of consumption. Trends and tastes change every
six or seven years and we are still not in there
Europe
has to take on board the realities and to create a situation whereby
there are genuine criteria adapted to the change in consumption
and not just pinned to the producer and his vines" (Q 807).
He summed up his message with the words: "marketing means
adaptation" (Q 820).
73. Closely linked to this is a need for the
EU wine industry's marketers to be proactive in seeking potential
buyers for their product. Julian Dyer, Senior Wine Buyer for Sainsburys,
drew attention to a contrast here between the EU and New World
wine industries: "The Australian Wine Bureau organises the
buyers' visits, gets us all out there, hosts conferences and has
done a tremendous job over the last ten years in terms of working
with the industry jointly to develop wine sales. There is no such
body in Europe" (Q 668). The problem, it seems to us,
is that the wine industry in the Community in its present form
is too fragmented and producer-orientated. Jean-Francois Solere,
of the French Agriculture Ministry Regional Office in Languedoc/Roussillon,
told us that "we are working on the production side of things,
whereas the competition is very much targeting the market side";
and his colleague, Bernard Clarimont added: "We consider
ourselves producers of raw material but we have not been able
to develop brand networks, and therefore we have a very weak footing
at the wine merchant level of trading" (Q 755). No promotion
campaign will be successful unless it is able, in addition to
making the producer aware of what the consumer wants, to develop
active trading links with wine buyers. We are not alone in taking
this view. Jean-Louis Alaux told us in Languedoc/Roussillon: "We
have been used to marketing our wines in a certain way but that
no longer corresponds to what the world expects. We need the means
to take our products to the market in the conditions the market
expects" (Q 770).
74. We have some concerns also about the
markets to be targeted. The Commission's proposals envisage funding
allocations which are heavily weighted towards sales to non-EU
countries. While this is obviously an important objective, we
are puzzled that only a small allocation of funding is envisaged
to promote sales of EU wine within the Community. Wine consumption
may be falling in the traditional wine-producing Member States,
but it is increasing in many others, including Britain, where
New World wines have captured a substantial share of the market.
We recognise concerns over alcohol consumption and we support
the Commission's proposal for an information campaign within the
Community to encourage responsible and moderate wine drinking.
However, promoting the sale of EU wines within the Community does
not mean encouraging higher alcohol consumption. It is about encouraging
those who are drinking wine (often in preference to other beverages,
such as beer) to drink EU wines instead of, or in parallel with,
those produced outside the Community. There is a potentially large
market on our own doorstep which should not be ignored.
75. Finally, while we believe it is acceptable
to use national envelopes to prime the marketing pump, we regard
this activity as one which beyond the short term should be funded
by the industry itself. Promotion of the sale of Community wine
is not an activity which EU taxpayers should be expected to fund
on an ongoing basis. We are pleased therefore to note the Commission's
proposal that the wine industry should provide at least half the
funding for promotion activities. Nonetheless, there should be
movement towards total industry funding. Funding from national
envelopes should be used to support the preparation and launch
of a new marketing strategy, including connecting wine producers
with the requirements of their consumers and putting in place
the necessary marketing networks. Once that is done, the funding
of marketing activities should become the responsibility of the
industry itself.
76. We support the inclusion, as an eligible
measure for funding from national envelopes, of activities designed
to boost the sales of EU wines, but we do so on the basis that
promotion is interpreted as marketing, that it covers more than
simply advertising and that it includes action to promote vertical
integration between producers and buyers and the creation of proactive
marketing networks. Marketing should be targeted at consumers
within as well as outside the Community, especially in those Member
States where wine consumption is increasing. Support for
promotion from national envelopes should be a short-term measure
and should be designed to enable the industry to market itself
rather than to have an ongoing subsidy from the EU taxpayer for
the purpose.
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