Coronavirus crisis: how can French winegrowers be helped?

The trend of "skyperos," those virtual online happy hours, might suggest otherwise. Yet the numbers tell a different story: wine sales have dropped dramatically since the announcement of the national lockdown. However, grapes don’t abide by any lockdown. #LAVIGNECONTINUE, as this namesake movement wants to remind us. And the work of French winemakers continues as well, as they strive to protect the upcoming vintage while watching their cash flow dry up. Faced with this situation, we urge you to take action. And our best weapon? Buying wine online directly from producers through short supply chains!

The Effects of the Lockdown on the Wine Industry in France

The global lockdown has led to a significant drop in revenue for French winemakers. Although the government allowed wine shops to stay open, few have done so. As a result, points of sale, wine events, and export opportunities are all on hold. Social media is abuzz, with some winemakers reporting a 30 to 90 percent drop in activity and revenue across all regions of France (sources: pleinchamp.com, ouest-france.fr, lefigaro.fr).

Furthermore, producers have no clear visibility on when the crisis will end. Regular points of sale face the same challenges, with no certainty of resuming orders once the lockdown lifts.

These economic issues are compounded by the reality of the vineyard, which demands critical care for the next harvest, work that must be done with even greater constraints.

Why Independent Winemakers Are the Most Vulnerable

Independent winemakers are the most vulnerable and impacted for three main reasons.

Firstly, the only sector relatively spared is large-scale retail. With movement restricted, French consumers tend to consolidate their purchases, stocking up on bottles during grocery trips. Unfortunately, winemakers who chose independence are not as easily accessible there!

Secondly, by definition, an independent winemaker has less visibility in the French market. Customers searching for new bottles no longer have the usual means to discover new gems and tend to favor well-known labels.

Lastly, independent winemakers have smaller cash reserves, averaging one to two months of finances. The longer the lockdown continues, the harder the situation becomes.

Buying Wine Online Directly from Winemakers: A Solution to Support Them

One solution: buy wine online. But not just any purchase. Engaged purchasing, which prioritizes short supply chains and direct purchases from the vineyard.

Our winemakers are at risk. By extension, our terroir is at risk too, as it can only be expressed through the hands of the men and women who elevate it.

Avenuedesvins has always passionately supported this connection between consumers and winemakers to preserve the richness of our terroirs. How?

• We provide online visibility for each producer.
• We finance part of the delivery costs to support our winemakers (and ensure ideal handling of bottles by DHL teams).
• You buy directly from the estate, through a direct payment model!

Wine lovers, enjoy, even in confinement. Show your support and take advantage of this time to travel through wine. Cheers to you and to our winemakers!

FAQ - Supporting winemakers

Why were independent winegrowers hit hardest by the lockdown?

Their limited visibility on the market, their absence from large retail shelves and small cash reserves (one to two months on average) left them more exposed. With their usual points of sale closed, they lost most of their outlets.

How can you concretely help a winegrower during a crisis?

The most effective gesture is to buy their wine directly, through short supply chains, rather than in supermarkets. You pay the estate directly and help it get through the drop in activity.

What does buying wine directly from the producer mean?

It means buying from the estate with no middleman or wholesaler, at the estate price set by the winegrower. The wine ships straight from the property, which guarantees freshness and traceability.

Why buy your wine directly from the winegrower?

You support an independent producer while enjoying the estate price, the same as at the property. It is also the guarantee of confidential cuvées, often unavailable in large retail.

Is online wine selling enough to offset the drop in activity?

It does not replace every outlet, but it offers a valuable direct channel when wine shops, trade fairs and exports are at a standstill. Each online order concretely supports the winegrower's cash flow.