Wine Management and Marketing Opportunities for Companies and Challenges for the Industry

Foued Cheriet is Associate Professor of Strategy and International Food Marketing at Montpellier SupAgro and a member of the MOISA Joint Research Unit (UMR 110 MOISA) in France. His research focuses on the agri-food sector in the Mediterranean. He is also the author of numerous journal articles on strategic alliance issues and conflicts, and interorganizational relationships. Carole Maurel is Associate Professor in Corporate Finance and International Business at the Montpellier Management Institute, University of Montpellier, France, and a member of Montpellier Research in Management (MRM). She is specialized in the agri-food and wine industry and her research focuses on SMEs internationalization. Paul Amadieu is Associate Professor at the Montpellier Management Institute where he teaches Accounting and Financial Analysis. In the MRM laboratory, he carries out his research on the financial performance of companies. This has found a particular application in the wine sector through study of the performance of intangible investments and the ability of cooperatives to withstand crises. Hervé Hannin is an Agricultural Engineer, Doctor in Agricultural Economics and Director of Development at the Institute for Higher Education in Vine and Wine (IHEV) at Montpellier SupAgro. A researcher at UMR MOISA, he studies strategic foresight for the vine-wine sector and its major transitions – particularly climate change – as part of INRAE’s LACCAVE program.

Foreword xiii
Jean-Pierre COUDERC

Introduction xvii
Hervé HANNIN and Foued CHERIET

Part 1. Business Strategy Applied to Wine 1

Chapter 1. Land Strategies and Installation in Viticulture 3
Etienne MONTAIGNE and Samson ZADMEHRAN

1.1. Introduction 3

1.2. Issues and legal forms of installation 4

1.2.1. Issues of installation: the decline of the winegrowing population 4

1.2.2. The legal forms of land and agricultural enterprises: from the individual to the collective 5

1.2.3. The number of employees and the dynamics of company forms 6

1.3. The price of vineyard land 7

1.3.1. Market trends 7

1.3.2. Understanding the price of vineyard land 7

1.4. Regulations and installation aids 11

1.4.1. Installation regulations 11

1.4.2. Support for the installation of young farmers 11

1.4.3. Organizations supporting installation 13

1.4.4. Financial assistance for installation 13

1.4.5. Financing the installation 14

1.4.6. The GFV: the “Canada Dry” of crowdfunding? 16

1.5. Land policy 17

1.5.1. Land legislation 18

1.5.2. SAFER in viticulture 19

1.6. From planting rights to planting authorizations: the new constraints of the wine CMO 20

1.6.1. Evolution of European regulations and misappropriation of reputation 20

1.6.2. Range, limitation and misappropriation of reputation 21

1.6.3. The Cognac controversy: legislative adjustment, limits and vultures 22

1.7. What is a successful installation? 23

1.8. Conclusion 23

1.9. References 24

Chapter 2. The French Vineyard in the Face of Climate Change: Developing an Adaptation Strategy Based on Prospective Scenarios 27
Hervé HANNIN, Jean-Marc TOUZARD, Patrick AIGRAIN, Benjamin BOIS, Françoise BRUGIÈRE, Eric DUCHÊNE, Inaki GARCIA DE CORTAZAR-ATAURI, Jacques GAUTIER, Eric GIRAUD-HERAUD, Roy HAMMOND and Nathalie OLLAT

2.1. Introduction 27

2.2. The consequences of climate change for French viticulture 29

2.3. A first step: an original prospective method 30

2.3.1. Methodology 30

2.3.2. Results: scenarios, from paths to adaptation strategies 34

2.4. A second step: mobilizing professional actors towards strategic decisions and proposals for action 35

2.4.1. Methodology 35

2.4.2. Results achieved 37

2.5. Applications and perspectives: from participatory science to action at several scales – towards the definition of a national strategy 42

2.6. Conclusion 44

2.7. References 44

Chapter 3. Coopetition in the Wine Sector 47
Julien GRANATA and Franck DUQUESNOIS

3.1. Introduction 47

3.2. History of coopetition in the wine sector 48

3.2.1. Coopetition from the Sumerian period and during Antiquity 48

3.2.2. The structuring of the wine sector in France 50

3.2.3. Organizational innovations in the wine sector 51

3.3. Illustrations of coopetition strategies in the wine sector 53

3.3.1. Coopetition among the Pic Saint-Loup winegrowers 53

3.3.2. The effects of coopetition on sustainable development: the cases of the Waipara cluster in New Zealand and of winegrowers in sustainable development in France 55

3.3.3. International coopetition within major wine groups 55

3.4. Conclusion 59

3.5. References 59

Chapter 4. Innovation in Small Wine Cooperatives 61
Valérie CECCALDI

4.1. How can we manage innovation in small wine cooperatives? The mechanism developed by a regional French cellar 61

4.1.1. Introduction 61

4.1.2. Managerial innovation, a possible management system for wine cooperatives 62

4.1.3. The workings of a mechanism resulting from the particularities of the wine sector 64

4.1.4. Description of the main stages of the whirlwind mechanism deployed by the small cooperative cellar 67

4.1.5. An operational framework boosted by the manager’s learning 70

4.1.6. Conclusion 73

4.2. References 74

Part 2. International Management and Wine 77

Chapter 5. 10 Years of Academic Research on Wine Exports is a Must! – A Bibliographical Review of Publications 79
Foued CHERIET and Carole MAUREL

5.1. Introduction 79

5.1.1. Context and objectives of the bibliographic retrospective: export, wine and SMEs 80

5.2. Methodology and description of the sample 84

5.2.1. Approach and selection of publications 84

5.2.2. Description of the sample of selected publications 86

5.3. Results obtained and discussion 87

5.3.1. Characterization of export, wine, SME publications 87

5.3.2. Main lessons, discussion and proposals 88

5.4. Conclusion: summary, limitations and research perspectives 91

5.5 References. 92

Chapter 6. Trading Policy, Export Strategy and Performance 95
Ludivine DUVAL and Jean-Laurent VIVIANI

6.1. Introduction 95

6.2. Strategic alignment for better performance 97

6.3. Empirical study 99

6.3.1. Control variable 101

6.3.2. Independent variable: product adaptation 101

6.3.3. Moderating variable: the export strategy 102

6.3.4. Dependent variable: export performance 102

6.4. Results 105

6.5. Discussion and conclusion 107

6.6. References 108

Chapter 7. Creation and Development of Wine Markets by Les Grands Chais de France in Africa 111
Franck DUQUESNOIS, Vincent VOISIN and Laure DIKMEN

7.1. Introduction 111

7.2. Theoretical foundations 112

7.2.1. The creation of new markets through the breakthrough strategy 112

7.2.2. The creation of new markets through the “bottom of the pyramid” strategy 113

7.3. Methodological approach and case study 115

7.3.1. Methodological system 115

7.3.2. Presentation of Les Grands Chais de France and its evolution 116

7.4. Analysis of results and discussions 117

7.4.1. Does GCF adopt a breakthrough strategy to develop and create new markets in Africa? 117

7.4.2. Does GCF adopt a “bottom of the pyramid” strategy to develop and create new markets across Africa? 120

7.5. Conclusions, limitations and managerial implications 122

7.6. References 124

Part 3. Finance Applied to Wine 127

Chapter 8. Characterizing the Financial Situation of French Winegrowing Operations 129
Magali AUBERT and Geoffroy ENJOLRAS

8.1. Introduction 129

8.2. Methodology and data used 132

8.3. Analysis of the financial structure of winegrowing operations 134

8.3.1. The trade-off between equity and debt 134

8.3.2. Financial balance, cash flow and investments 136

8.4. Analysis of the activity of winegrowing operations 139

8.4.1. Gross production and sales 139

8.4.2. Formation of the result 140

8.4.3. Performance analysis 141

8.4.4. Operational risk management 144

8.5. Conclusion 146

8.6. References 146

Chapter 9. Sustainability of Wine Cooperatives 149
Justine VALETTE and Paul AMADIEU

9.1. Introduction 149

9.2. Cooperative versus non-cooperative businesses, which are most likely to continue? 151

9.3. Sustainability in the French wine sector, an empirical study 152

9.4. Mechanisms behind the sustainability of French wine cooperatives 156

9.5. Discussion 157

9.6. References 159

Chapter 10. Governance and Performance of Wine Cooperatives: The Case of Languedoc-Roussillon 161
Louis-Antoine SAISSET

10.1. Introduction 161

10.2. The French wine cooperative sector in full transition 163

10.3. The specific governance of agricultural and winegrowing cooperative enterprises 165

10.3.1. Founding principles that go beyond the traditional shareholder framework 165

10.3.2. The different dimensions of cooperative governance 167

10.4. The financial performance of wine cooperatives: an original approach 168

10.4.1. The need for a specific financial approach 168

10.4.2. A multidimensional measurement with adapted indicators 170

10.5. Interactions between governance and performance of wine cooperatives in Languedoc-Roussillon 172

10.5.1. The model and sample studied 172

10.5.2. The three dimensions of governance of wine cooperatives 174

10.6. Conclusion 181

10.7. References 182

Part 4. Marketing and Communication in Viniculture 185

Chapter 11. Label Graphic Design as a Tool for Wine Brand Positioning 187
Josselin MASSON, Karine GARCIA and Franck CELHAY

11.1. The graphic design of the label as a vector of meaning: a semiotic approach 188

11.2. The existence of categorical visual codes for wine labels 190

11.3. How do we identify and interpret these categorical visual codes? 191

11.3.1. Content analysis 191

11.3.2. Semiotic analysis as a tool for interpreting categorical visual codes 191

11.4. The categorical visual codes of the wine label 192

11.5. Wine label storytelling 192

11.6. Semiotic analysis, a fruitful method for researchers and marketing professionals 196

11.7. Appendix 1 198

11.8. Appendix 2 199

11.9. References 200

Chapter 12. Wine in French Cinema: The “Loi Évin”, Communication and Placement 203
Foued CHERIET

12.1. Introduction 203

12.2. Product placement in cinema: economic issues, image issues and a long, uncertain regulatory framework 204

12.3. The loi Évin, communication and placement of wine in the cinema 208

12.4 Methodological approach: film selection and data processing 213

12.5. Main results and discussion 215

12.6. Conclusion, limitations and perspectives 219

12.7. Appendix 220

12.8. References 222

12.9. Other documents and webography 224

Chapter 13. Marketing and Export Approach for French Wines: The Case of LGI Wines 225
Foued CHERIET

13.1. Introduction 225

13.2. Wine in France: key figures, specificities and global trends 226

13.3. France, a major player in the international wine trade 228

13.4. Supply marketing versus demand marketing for wine: what are the differences? 231

13.5. Methodological approach and presentation of LGI Wines 235

13.6. LGI Wines’ atypical model in the French wine landscape 236

13.7. What are the prospects for LGI Wines? 238

13.8. Conclusion and implications 240

13.9. Appendix: Interview with Mr Cédric Duquenoy (Export Director, LGI Wines) 240

13.10. References 242

Conclusion 245
Paul AMADIEU, Foued CHERIET, Hervé HANNIN and Carole MAUREL

List of Authors 253

Index 257