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P r e s s p a c k

Press contact: Cécile Mathiaud - BIVB Press Officer 12, boulevard Bretonnière - B.P. 150 - 21204 Beaune Cedex

+33 (0)3 80 25 95 76 - + 33 (0)6 08 56 85 56 - [email protected]

LES GRANDS JOURS DE BOURGOGNE 2010 Contact presse : Cécile Mathiaud

www.grands-jours-bourgogne.fr +33 (0)3 80 25 95 76 – + 33 (0)6 08 56 85 56 www.vins-bourgogne.fr [email protected]

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With Burgundy wines, in the heart of their terroirs

An event with a difference – and proud of it!

Created in 1992, the “Grands Jours de Bourgogne” takes place every two years in March, bringing together journalists and the trade from all over the world, not in a large, impersonal room, but in the heart of the vineyard. For a whole week they are invited to cover Burgundy for 15 wine-tasting sessions from Chablis/Grand Auxerrois (Monday) to the Côte de Beaune (Friday), including the Côte de Nuits (Tuesday), the Mâconnais (Wednesday) and the Côte Chalonnaise (Thursday). This system seems to please everyone, providing the possibility to discover over 10,000 wines and to meet nearly 1,000 Burgundy wine-growers. Since 1992 it has contributed towards the success of the Grands Jours de Bourgogne and there is no danger of its being discontinued, since a survey conducted after the 2008 event showed that 92% of visitors were quite happy to tour the vineyards in this way. Indeed, the wine-growers of Burgundy are also averse to the idea of a formal event attended by thousands of people in a fixed, impersonal venue. That is why the authorities in this sector insist on the importance of presenting the real face of their region through numerous events organised in the very heart of their vineyards, domaines and wine-making houses that have made its reputation. The Association des Grands Jours de Bourgogne was created in 1994 on the second occasion of this event. A direct outgrowth of the BIVB (Bureau Interprofessionnel des Vins de Bourgogne) but financially and legally independent, the Association enjoys wide latitude of action. Its board of directors, currently chaired by Michel Baldassini, comprises numerous professionals who introduce many new initiatives and greatly enhance the event from one year to the next. Several partners are supporting this new, tenth edition: the Burgundy Wine Board (BIVB), the Burgundy Regional council, Chef & Sommelier and, for the first time, the Crédit Mutuel de Bourgogne bank. The General councils of the Côte d’Or and of Saône et Loire are also involved in this international project.

An Undeniable Success borne out by the Figures

Every two years, for 5 days, importers (25% of visitors in 2008), wine merchants (20%), restaurateurs and wine waiters (13 and 6%), journalists (9%), distributors (4%) and other members of the wine trade gather in the five wine-growing areas of the Yonne for a series of wine tastings to discover the wines destined to delight the palates of consumers the world over in two, ten or twenty years’ time.

It is worth noting that in 2008, les Grands Jours de Bourgogne recorded:

almost 1,900 visitors, 30% of whom were attending for the first time

an overall total of 10,000 admissions (up 20% on 2006)

foreign visitors, accounting for 48% of the total, from 35 different countries (led by Belgium, then the United

States, Italy, Germany and the United Kingdom)

Some countries were represented for the first time: Hungary, Russia, Slovakia, Slovenia, Hong Kong and China

937 exhibitors form Burgundy itself (compared with 920 in 2006)

LES GRANDS JOURS DE BOURGOGNE 2010 Contact presse : Cécile Mathiau


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An exceptional, not-to-be-missed 10th edition

On the occasion of the 10

th anniversary of the “Grands Jours de

Bourgogne”, the organisers wanted to highlight the festive dimension of the event to surprise visitors, making it an unforgettable occasion! This began with a complete overhaul of the graphic guidelines, making them modern and dynamic, followed by a whole series of detailed changes which, we hope, will both delight and make life easier for visitors. The highlight of the week is an exceptional version of the Burgundy Wine Board’s traditional evening on the Wednesday “Bourgogne et Saveurs du Monde” – Burgundy and International Flavours. On this occasion, 10 Burgundy chefs will be invited to create dishes with international flavours, each dish including a Burgundy

ingredient. Wine waiters will pair these dishes with Burgundy wines. Guests will discover that Burgundy wines are real travellers, and can adapt to flavours from around the world, including, of course, French gastronomy. As a souvenir of this evening, each participant in the Grands Jours de Bourgogne will receive a unique gift: “Le livre des recettes improbables”, a cookbook of “improbable” recipes, prepared with the cooperation of the chefs concerned. This special edition is dedicated to Jeanne Lacalmontie, a former organiser of the event, who died following an illness in October 2009. At the same time, the organisers of the “Grands Jours de Bourgogne” want to do all they can to further improve the various parameters of the organisation to facilitate travel, access to the sites, the search for information etc…

A host of improvements and new developments

This tenth edition of the event is deliberately innovative and dynamic! As a result, both prior to and during the event, the following changes and new features have been introduced:

A more concentrated programme: five days instead of six

The organisers have brought together a number of activities and wine-tasting sessions so that those with very heavy schedules (journalists, wine-trade members) can participate more easil.

www.grands-jours-bourgogne.com: practical and quick

With a complete new look, this valuable site allowed prospective visitors to discover the concept of the "Grands Jours de Bourgogne", as well as the detailed programme (since early December 2009), including the complete list of exhibitors.

http://www.grands-jours-bourgogne.com/



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More frequent shuttles

Set up in 2006, the shuttles were much appreciated and it soon became clear that the network needed to be expanded to satisfy the guests. They have therefore been increased in order to reduce waiting times at the stops and to allow faster access from one tasting site to the next. Route maps and timetables have been available on the website since February, and have been sent out in hard-copy format to all those who have registered.

One single tasting notebook per day

To simplify the work for journalists and the trade, and to lighten their baggage, the organisers of the “Grands Jours de Bourgogne” have decided to provide a SINGLE tasting notebook for each day.

Professional glasses for wine-tastings

One of our partners in the event, the brand Chef & Sommelier (Arc International), has made it possible for us to lend visitors their “Open Up” glasses, a must for wine-tastings, especially where young wines are concerned. This range, launched courtesy of the Grands Jours de Bourgogne, is now known and recognised worldwide.

Five training workshops

These workshops are intended for trade members and journalists who want to re-immerse themselves in the world of Burgundy wines and refresh their knowledge of its various appellations, terroirs and techniques. They are an opportunity to rediscover the fundamentals of Burgundy wines and understand the characteristics which make them unique. Each workshop will last 45 minutes. We have scheduled three sessions in English and two in French as a prelude to the Grands Jours de Bourgogne wine tastings. Places must be booked in advance.

Monday, 22 March 8.00-8.45 a.m. Hostellerie le Clos, Chablis

In English

Tuesday, 23 March 8.00-8.45 a.m.

Bureau Interprofessionnel des Vins de Bourgogne (Burgundy Wine Board - BIVB) – Beaune

In French

Wednesday, 24 March 9.00-9.45 a.m.


In English

Thursday, 25 March 9.00-9.45 a.m.


In French

Friday, 26 March 9.00-9.45 a.m.


In English



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The press room: your place, comfortable and practical

Enjoyed in 2008 by many journalists who were able to make the most of its services (Internet access, computers, telephone, local and national press etc.) and its comfort, this haven of peace will be available to the press once again. One place each day to allow each member of the press to have a break or to complete and send off their articles!

Journalists, you can also make use of the press room to organise meetings with Burgundy wine professionals or make contact with our Vins de Bourgogne press attaché. Some management bodies (ODGs) will be using the press room to display information about their particular appellation. One example is Saint-Véran, which is extending an invitation to a wine tasting, and pairing of wines with different dishes, on the Wednesday, from 11.30 a.m. to 1.30 p.m.

Where to find the press room ?

Monday 9 a.m. to 5 p.m. Le Petit Pontigny, Chablis (Maison des Vins) “Portes d’Or de la Bourgogne” event

Tuesday 9 a.m. to 5 p.m. Maison de Nuits

“Nuits d’Antan” event

Wednesday 10 a.m. to 6 p.m. Palais des Congrès, Beaune

All the events scheduled for Wednesday

Thursday 10 a.m. to 6 p.m. Tonnellerie de Mercurey

“Au Cœur de la Bourgogne” event

Friday 10 a.m. to 7 p.m. Château de Pommard

“Pommard rime avec Art” event



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Burgundy wine industry makes sustainable development a priority The identity of Burgundy is closely linked to its vineyards and the way they are treated. This has been confirmed by many individual and collective initiatives in recent years. The environmental dimension of the wine-grower’s role has, in many cases, become more than a question of principled awareness. But sustainable development is a notion far broader than the mere growing of grapes.

After launching a “carbon footprint” assessment in 2008, in January 2009 the Burgundy Wine Board (BIVB) organised a seminar for its members to give them an overview of the subject, covering the whole process, from growing vines to marketing and advertising the product. It was also a response to growing demand for responsible management of the planet on the part of consumers and distributors. The rapid increase in the area of vineyards certified as organic or being converted to organic wine-growing bears eloquent testimony to the groundswell of opinion sweeping Burgundy: in five years, this organic area has tripled (to 1,600 hectares at the end of 2009, accounting for 5.3% of the whole).

The Burgundy wine-growing area has many advantages when it comes to encouraging this trend. The priority now is to achieve consistency between collective and individual efforts in this direction. The question is no longer whether Burgundy will opt for sustainable development, but exactly how and at what scale it will do so.

Creation of a Sustainable Viticulture Committee for the Burgundy Region

This is why, at the end of 2008, the BIVB decided to set about mobilising the industry, taking an active part in setting up a Regional Sustainable Viticulture Committee (Coreviti). This Committee is the industry’s concerted response to demand from national institutions (Grenelle Environment Forum), and also to the expectations of consumers with a concern for conservation. The Committee, supervised by the Regional Chamber of Agriculture, brings together players from all branches of the industry: representatives of trade bodies, public and private-sector technical and scientific partners, national and local institutions, and organisations concerned with conservation: ADEME, the water conservancy, etc The Committee is proposing to take strong, consistent and concerted measures, in particular in establishing a policy of sustainable viticulture for the industry. It breaks down into three working groups:

a good-practice and environment committee

a vine-selection committee

a landscape and bio-diversity committee.



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Through this new body, the Burgundy wine-growing industry is therefore committed to supporting and promoting initiatives to foster the development of estates and enterprises. However, before doing anything, it will be necessary to carry out an environmental audit. As a next step, a regional charter will be drawn up to support professionals in their own sustainable development initiatives, for example involvement in national programmes such as Ecophyto 2018. The industry will also introduce and monitor environmental indicators, to gauge the real impact of changes in practice.. The industry’s initiative more than meets the concerns of the public authorities and the regulatory requirements. It expresses at regional level what “appellations” express locally: that for the people of Burgundy sustainable development is not just a job to be done; rather, it is part of their culture and lifestyle, and has always been one of their core values.



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The vintage Magnificent Burgundy!

10 November 2009

In 2009 the vines enjoyed ideal conditions during the entire cycle and most importantly during the maturing phase, when they basked in the sunshine. Sunlight and heat were in abundance throughout August and September, resulting in grapes of extraordinary quality, which was revealed throughout vinification. After this process, the authentic character of this vintage can already be perceived.

At the beginning of September, the vines held grapes of perfect maturity with an ideal balance of sugar/acidity/aroma. Right up until the harvest, the summer weather ensured excellent health throughout the vineyard. Vigilance remained high, to monitor the rapid development of the grapes. It was essential to carry out regular maturity checks. Nevertheless, the wine-growers were able to calmly choose a date for their harvest, depending on the type of wine they wished to create. In this way, each vine could be harvested at the most suitable time.

The first tastings have already unveiled wines which reflect the quality of the grapes collected, where each "personality" and each climat is able to express itself elegantly.

White wines

A very attractive aromatic profile is already taking shape, although some of the whites are still undergoing alcoholic fermentation. The wines display roundness and depth, with a liveliness that gives them a very nice harmony. This year, more so than in other vintages, each wine is a reflection of its terroir.

Red wines

Attractive even to the eye, these wines are a beautiful deep, brilliant red colour. Just as impressive, the aromas of ripe red and black fruits are highlighted by the presence of spicy notes which develop after the bottle is opened. On the palate, it's a feast for all the senses. Right from the attack, the complexity can be perceived in the depth of the wine. Then a nice balance is revealed, sustained by round, silky tannins. On the finish, these rich wines, with a persistent flavour, leave a sensation of fulfilment.



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The Crémant de Bourgogne

Harvested at the very beginning of September, the grapes used for Crémant de Bourgogne already displayed a very high aromatic potential, whilst retaining the acidity necessary for their freshness; both of which can now be detected in the wines.

Wine harvest volumes: good quantities of top-quality grapes (February 2009) Harvest figures are now more or less final. While in early summer a limited harvest was widely expected, similar to that of 2008, in the end a significant volume was brought back to the cellars for this fine vintage: 1.584 million hectolitres, making it the second largest harvest for Burgundy wines on record, just behind that of 1999 (the only harvest ever to have exceeded 1.6 million hectolitres). This volume is explained by the excellent quality of the grapes at the time of harvest, which, unlike in 2007 and 2008, did not require much sorting. The volume harvested remained relatively stable (although higher) for Crémant de Bourgogne compared to 2008 (almost 130,000 hectolitres, or 1.7%). For white wines, there was a significant increase (943,000 hectolitres, or +8% compared to 2008 and +4% compared to the average for the last five years). This mainly concerns Regional appellations and Mâconnais wines, while the harvest remained more stable in the Chablis region. The largest increase concerns red wines (512,000 hectolitres, or +14% compared to 2008 and +5.5% compared to the average for the last five years). All AOC groups benefited from this dynamism and saw uniform progression compared to 2008, with the exception of red Mâcon wines, stagnant at 25,000 hectolitres. The final share by colour remains the same: 60% whites, 32% reds (including 0.7% rosés) and 8% Crémant wines.



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The vintage A lovely turnaround for Burgundy Wines

May 2009

2008 tested the nerves of the wine-growers. It wasn’t until mid-September that the vines were able to take advantage of the return of the fine weather conditions: the sun and the north wind allowed the grapes to reach full maturity before the harvest. Just like in 2007, the work on the vine and the decision to sacrifice a part of the harvest paid off. The meticulous selection process, and the decision for moderate yields, led to a lower-than-average harvest volume, one of the lowest in the last ten years. Nine months after the harvest, the wines, although not all bottled, are already asserting a pleasant character. The white wines are powerful, following in the tradition of the great Burgundy classics, while the reds are well structured, with considerable cellar potential.

White wines

Chablis and Grand Auxerrois

The level of maturity at the time of the harvest has resulted in very attractive wines with great balance. The wonderful freshness and minerality underline the great classicism of this vintage which is also characterised by an excellent persistence on the palate.

Mâconnais

The 2008 vintage includes everything that makes the Mâconnais wines so charming and well-appreciated: an unrivalled fruit quality, roundedness and quality texture. Perfectly balance, their pleasant, drinkable nature makes them extremely attractive. A very nice vintage.

Côte Chalonnaise and Côte de Beaune

2008 can already be considered a great vintage Characterised by notes of mature fruits and citrus, the wines have an unusual aromatic richness. Their mouth, strong and full-bodied, with a pleasant freshness, is a model of its kind.



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Red wines


The wonderful intensity of the ruby red colour shows the excellent maturity of the grapes of this vintage. On the nose, they stand out by their sincerity, their elegance and their aromatic complexity: scents of red fruits are combined with a few spicy notes and pale tobacco. The palate is both full-bodied and delicate, thanks to the supple tannins. These beautiful wines will be full of surprises.

Côte de Nuits

Just like the wines of the neighbouring Côte de Beaune, the red Côte de Nuits wines are superbly balanced with an exceptional aromatic quality. Their nose, with an exemplary clarity, contains subtle floral odours, accompanied by very pleasant aromas of kernel fruit and dried fruit. On the mouth, a supple attack and impressive volume, with harmonious, high-quality tannins. Extremely reliable and with an imposing length, this is a sign of a great vintage with a promising future.

Les Crémant de Bourgogne

The meteorological conditions were ideal for the production of Crémant de Bourgogne, which is harvested earlier than still wines. In fact, a relatively high level of acidity and a moderate concentration of sugars are necessary to obtain the best from these sparkling wines. There is no doubt about it, 2008 will be a great vintage for Crémant de Bourgogne. This press release presents general characteristics per area. As each wine and each winemaker is unique,

each wine must be tasted before it can be characterized.



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The vintage In Burgundy, patience pays dividends

June 2008 2007 was a surprising year. Although rain and bad weather set in for the summer in July, a radical change occurred at the end of August. With the help of the sun and the north wind in the first few days of September, the grapes were able to dry, and ripen in peace. This success is also down to the wine-growers who, after careful work on the vines, showed great patience, waiting until September before harvesting. The meticulous selection carried out on the vine and in the vat room has paid dividends, with the wines showing signs of real quality. The 2007 white wines are proving to be highly-quaffable with great quality, and shall soon be ready for drinking. And the reds are confirming all the hopes placed in them, they are a pleasant surprise, extremely reliable and develop impeccably.

White wines

Mâconnais

The month of September, sunny and dry, allowed the white grapes to reach full maturity. The wines are characterised by high-quality fruitiness. There are some very agreeable floral notes combined with hints of white fruit and almonds. The palate is fresh with a slightly tight final note and mineral overtones. This vintage will be one to drink fairly early, to appreciate its suppleness and spontaneity.

Chablis and Grand Auxerrois

Here too, patience was necessary to wait for sufficient maturity. Although, on the whole, the wines are slightly lacking in strength and body, they are pleasant and engaging with an aromatic expression and real elegance. The palate, reminiscent of green and citrus fruit, is delicately acidic. Gentle, but with a note of minerals, it stands out with its wonderful freshness. For Chablis wines, 2007 is a pleasurable vintage, best consumed in its youth to take full advantage of its rich fruitiness.


These two regions of Burgundy did not escape the uncertain, dreary summer weather. This did not, however, prevent some great successes, thanks to the expertise of the winegrowers. After a long, patient ageing process, the wines filled out, retaining real vivacity and excellent aromatic qualities. Showing notes of white and yellow fruit (pears, peaches, apricots etc.) and a good balance, they are delicate and generous. They should develop fairly rapidly allowing them to be appreciated in 3 or 4 years.



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Red wines

If the expression “saved from drowning” could apply to a vintage, it would certainly be 2007. The early harvesting under the late summer sun saved a vintage whose future was uncertain in mid August. Thanks to upfront fruitiness and gentle tannins, the red wines of the 2007 vintage are aromatic and highly quaffable. There is no doubt that they will delight lovers of young wines.


The lovely ruby colour gives way to an elegant nose with hints of red fruits and flowers delicately combined with a few more spicy notes. The palate is remarkably gentle, pleasant and tasty, framed by silky tannins. Although they don’t tend to have much body, they are often very harmonious. Not considered as wines to keep, the wines of this vintage should be enjoyed in 3 to 5 years. Perfect for lovers of fruity, supple and elegant wines.

Côte de Nuits

Côte de Nuits is home to the greatest successes of this vintage. Very different to previous years, 2007 could seduce very many consumers, thanks to its personality and qualities. It has an exemplary aromatic quality, with notes of red fruit and flowers combined with delicate spicy scents. The wines from the Côte de Nuits are a pleasant surprise in their body and suppleness. Very drinkable and supple, best consumed relatively young, they will appeal to connoisseurs of delicate, fruity wines.

This press release presents general characteristics per area. As each wine and each winemaker is unique, each wine must be tasted before it can be characterized.



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7th Grands Jours de Bourgogne Trophy Ceremony

Held in Beaune on Wednesday, March 24 during the evening event

Bourgognes et Saveurs du Monde The Grands Jours de Bourgogne Association wishes, in presenting the Grands Jours de Bourgogne Trophy, to acknowledge the work of journalists. The latter, who transmit knowledge and uncover hidden talent, focusing on current trends or traditions and methods of olden days, act as middlemen between Burgundy wine producers and their consumers. This is why every two years since 1998, a jury comprised of Burgundy professionals has rewarded the work of a journalist, presenting the winning individual with a trophy honouring a report in which s/he has portrayed Burgundy wines (either as a whole or in highlighting one or several appellations). Burgundy wines get their force and reputation from their diversity: diversity of appellations, terroirs, tasting events. This diversity is, nonetheless, tricky to grasp, and wine connoisseurs and novices alike need journalists and their detailed work so as to enter into the heart of our wine-growing region and its treasures. This trophy rewards not only a journalist, but also the spirit of a profession without which our wines may have never have found an audience.

The 2010 Edition Nominees

The jury, led by the association’s President, Michel Baldassini, and composed of members of the Grands Jours de Bourgogne Board of Directors, met on March 8 last to select nominees and a winner of the 2010 Trophy from some fifteen candidates representing the French and international press. The reports for this edition had to have been published between April 2008 and the end of January 2010. As a result, only articles from the paper press (daily newspapers, magazines, etc.) or online press were submitted Those texts submitted in languages other than French were translated into French, allowing the jury to assess the content and also the style (albeit to a lesser extent). 5 nominees were selected following the discussions.

The winner’s name will be announced on March 24 at the Beaune Bastion during Bourgognes et Saveurs du Monde, the event hosted by the Burgundy Wine Board.

Tomas Clancy, Sunday Business Post (Ireland) "The Cachet of Chablis"

Aurélie Labruyère, L’Amateur de Cigare (France) "Burgundy, but not as we know it"

Yu-Sen Lin, AZ Magazine (Taïwan) "The name of the Rose"

Jacky Rigaux, Tastevin en main (France) "The transmitted notion of “Climat"

Raoul Salama, La revue du Vin de France (France) "Beaune, backstage at the Hospices"



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Trophy This year’s Trophy, a one-of-a-kind item, was made by our partner Chef & Sommelier. The product of a unique collaboration between Arc International and l’Orfèvrerie d’Anjou, this mouth-blown crystal carafe is an art lover’s dream. This refined model, both classic and modern in style, is placed on a tin base In addition to this unique trophy, the winner will receive twelve bottles of wine from the BIVB’s Cave de Prestige. Nominees will also receive six bottles each.

Past edition winners

2008 Trophy

Mickael Apstein, www.winereviewonline.com (USA) "Pouilly-Fuissé: The Bargain of Burgundy" 2006 Trophy

Stephen Brook, Decanter (Great Britain) "Great wine routes" 2004 Trophy

Bernard Burtchy, Gault Millau (France) "Vin de Charme" 2002 Trophy

Jean Aubry, Le Devoir (Montreal, Canada) "La Bourgogne", a series of 3 articles 2000 Trophy

Uwe-Lothar Müller, ARTE (Franco-German television channel) "Ma Bourgogne", TV programme 1998 Trophy

Frédéric Courant et Jamy Gourmaud, for France 3 (France)

"Vin sur vin" - "C'est pas Sorcier" programme on Burgundy wines



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Economy: the start of a new cycle?

The economy, like the grapevine, has a life cycle. It would appear that we are currently reaching the end of one whose origins first took root following the difficulties encountered in 2004-05, and which we hope will come to an end in order to make room for a new dynamic. During the 2006 edition of the Grands Jours de Bourgogne, we announced (though French wine exports were still struggling) that we were rather optimistic regarding the coming months, and that the financial crisis from the early 2000s was coming to an end. In 2008, we observed that these forecasts had proven to be true, that wine exports had not ceased to grow and the Burgundy wine-growing region had established its own sales record from February 2008 onwards. However, treading cautiously, we had broached the subject of our fears regarding the future of global wine flows. “However, this slight improvement has to be seen in perspective, because 2008 gave rise to a great deal of anxiety following the collapse of numerous currencies, including the American dollar and the pound sterling vis-à-vis the euro.” History has, unfortunately yet again, proven us right. An unparalleled economic crisis has occurred, having considerably impacted the most valuable product entities, which include Burgundy wines. Even if our

exports managed to hold strong up to September 2008, 2009 was a struggle. Not surprising for a wine-growing region which exports half of its production essentially to two clients (the United States and the United Kingdom), both particularly affected by the international financial crisis. At the same time, the French market (50% of Burgundy wine sales) has demonstrated better resistance, even if certain distribution channels are continuing to struggle. Nonetheless, it is befitting to tone down this fact, the end of 2009 having shown some signs of improvement. The next launch of 2009’s fine vintage, in terms of both quality and volume, could, in addition, help marketing initiatives. Wine stocks, having fallen in July 2008 to their lowest level since 1999, managed to grow only slightly (+7%) in July 2009 as a result of the poor harvest in 2008, one of the worst the decade has seen. With stock trading having also only gone up 1% (in July 2009 compared to July 2008), the vineyard's economic situation remained relatively healthy amid a gloomy international context. The current level of sales will play a vital role in ensuring the vineyard’s stability. The global economy remains an area of great concern. Aware of the difficulties, Burgundy professionals will continue to propose quality wines, supporting them by an increased on-the-ground presence. The entire Burgundy wine industry is aware that in order to confront the current turbulent state of affairs, new viewpoints will need to be defined. This is why the Burgundy Wine Board (BIVB) is currently in the midst of developing a forecast for 2015.



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Exports: the economic situation weighed heavily on global wine flows, but the last quarter of 2009 suggests an upswing for Burgundy

The crisis put an end to the growth of international wine imports

With the global financial crisis, the situation is clear. All over, end clients are paying more attention to prices: they are buying lower-range products, buying special offers or distributors' brands, there are fewer customers, and customers are reducing spending in restaurants More worryingly, on all markets, the top-of-the-range distribution channels, where French wines are generally well-represented, have recorded the strongest falls. The whole wine universe is suffering. After strong and constant growth in global wine flows since the start of the decade (+41% in 7 years, from 7.6 to 10.8 billion bottles exchanged), the planetary crisis has led to a decrease in imports across the globe. This has only served to reinforce the competitive pressure between supplier countries and the further drop in prices in accordance with the drop in the buying power of consumers, resigned to saving money.

For Burgundy wines, the economic nightmare of 2009 began to draw to a halt in the last quarter

Just when the number of Burgundy wines exported beat its record over 12 consecutive months in February 2008 (nearly 111 million bottles), Burgundy then fell victim to the global crisis. But, after one and a half years of more or less continuous decline, the last quarter of 2009 seemed to have pointed the way to a new direction with an increase of nearly 6% in volume compared to the last quarter of 2008 (sales, however, remain low at -1.5%). December showed results perfectly in line with previous years. The Burgundy wine exports during the 2009 calendar year ended with an overall drop of -15.7% in volume (78.6 million bottles exported) and -22.1% in value (496 million euro), compared to 2008. The more significant loss in value is due, on the one hand, to an equally significant proportion of Regional appellations (therefore causing a decrease in the vineyard’s average price), and on the other hand, to price tightening following the increase from the good years of 2007-2008.

Therefore, even if the decrease is ultimately less than what was originally feared mid-year, Burgundy paid for its mid-to-high-range position and its dependence in Great Britain and the United States. Looking more closely at the detail by country, 75% of the decrease in volume occurred in the USA, the UK and Ireland. In the United States, the situation is bound to improve in the coming months.

2000

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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

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Global wine imports (bottle + bulk)(12-month total to end Oct)

+ 41%- 3.5 %



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From 2008 onwards exchange rates in the US favoured locally-produced wines, which automatically triggered a rise in imported wines, mostly those belonging to the mid-to-high-range price scale, as in the case of Burgundy wines. Consequently, a decrease in 2008’s volume of global wine imports in this market followed, while American consumption of wine did not show any signs of slowing down. The measurable decrease in buying power and the financial measures adopted by households have notably changed wine consumption habits (fewer purchases in restaurants, lower purchasing price, etc.) while penalising the top-of-the-range segment with a simultaneous rise in American wine ranges. American wine imports may have experienced a rise in 2009, but by tending towards more affordable wines (average imported wine price dropped nearly 25% in 2009) and, especially, wines in bulk (25% of American imports in 2009 versus only 3% in 2004). In this context, the significant drop of the euro in contrast to the dollar from December 2009 should offer a bit of impetus to Burgundy exports. Nonetheless, if Burgundy wine shipments to the US dropped a third during the first nine months of 2009 compared to 2008, they made a bit of a comeback in the last quarter, with an increase of 2.5% compared to the last 3 months of 2008. We are thus justified in thinking that Burgundy will benefit, in the medium term, from the recovery of growth in this market, which is still a long way off its peak and which is driven by younger consumers than is the French market. There is quite a bit of worry surrounding the UK, Burgundy's number one export market, which reduced its Burgundy wine imports by a quarter in 2009. In fact the drop in British mass-market retail stores, which account for half of Burgundy sales in the country, was, in the end, less pronounced (-16% in volume and -11% in value), due to a stable final quarter compared to that of 2008. On the other hand, the restaurant industry (20% of Burgundy sales) was not as fortunate in steering clear of the crisis. Wine shops - some of which are remaining loyal to the Burgundy label - also suffered a similar fate, but the exchange rate and crisis are discouraging customers from spending. Other problems to be added to the mix include market saturation, sluggish buying power, and above all, recurring excise tax increases, voted on by the government (+6% in 2009) and whose impact on wine consumption can be but a negative one over time. The British economy stayed in recession in the last quarter of 2009 (-0.4% for the GDP), suffering thus its sixth consecutive quarterly fold (-6% in all). The pound sterling remains stuck at a level resembling the Euro (£0.90 = €1). For all these reasons, some British distributors do not expect a turnaround for at least 3 or 4 years.

In the rest of the European Union (outside of the United Kingdom and Ireland), exports nearly returned to a balance in volume (-1%) at the end of 2009, due to the presence of local traditional markets. Shipments headed for Belgium finished on a positive note (+2% in volume), as do those for Germany (+12%) and Denmark (+2%), three markets whose interest is turned more towards Regional AOCs. The Netherlands (-3%) and Sweden (-4%) practically caught up at the end of the year, and their near future outlook is equally optimistic. In Asia, the turnaround is much slower for Burgundy. Shipments have held up quite well all year long with regards to Japan (-8%), just as in the inevitable hubs of Hong Kong (-1%) and Singapore (-14%), but other countries (China, Korea, Taiwan) cut their Burgundy imports by at least a third.

http://www.lexpansion.com/economie/actualite-economique/l-economie-britannique-est-toujours-en-recession_205025.html



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In Japan, the Burgundy region is quite visible in wine shops and department stores (20% of sales), whereas at the end of 2009, the number of visitors in the latter was on a steep decline. In the restaurant industry (40% of Burgundy wine sales), drops in the reimbursements of expenses equally hurt Burgundy wines. As in the United States, the drop in price observed on the whole of imported wines (all origins combined) has been confirmed, their average price having gone from 5.15 euro to 4.10 euro between 2008 and 2009 (-20%).

Elsewhere in Asia, it is important to highlight the positive and significant results obtained from Hong Kong (+2.2 million euro in turnover in one year), which is becoming a crucial market in the development of Burgundy on the continent. This growth is due in part to the Chinese market, Hong Kong having become a platform for the re-export of fine wines to China. The abolition of import taxes on wine in February 2008 (previously 40%), is drawing quite a crowd, in particular, Chinese importers who are, in massive numbers, choosing to now call Hong Kong home.

Finally, it is worth noting that Hong Kong amateurs and collectors possess approximately 1 million cases of fine wines from around the world (>100 euro a bottle); in other words, one quarter of the world’s finest wines. They are now showing more and more interest in Burgundy wines. In 2009, the Villages AOCs and Grand Crus made up 68% of volume and 86% of turnover of Burgundy wines exported on this market. By colour, Burgundy white wine exports held up better (-13%) than did red (-22%). Regional AOCs, more affordable, were less hit by the crisis, particularly white wines (-9%). Burgundy wine exports remain, on the other hand, well supported by Crémant de Bourgogne, which after a steady growth during the past five years, managed to limit its losses fairly well (nearly 200,000 fewer bottles than in 2008, with a stable turnover). With over 4.3 million bottles sold worldwide, this appellation is becoming a staple in numerous markets.



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Export results in the main markets of Burgundy

12 MONTHS 2009 12 MONTHS 2008 12-MONTH % 09/08 12-MONTH DIFFERENCE 09/08

1000 bottles 1000 EUR 1000 bottles 1000 EUR VOLUME VALUE 1000 bottles 1000 EUR

World 78,568 496,554 93,186 637,543 -15.7% -22.1% -14,619 -140,989

European Union 50,407 249,335 58,027 304,615 -13.1% -18.1% -7,619 -55,280

United Kingdom 20,060 103,715 26,481 139,821 -24% -26% -6,421 -36,106

Belgium 9,115 40,444 8,918 40,040 +2% +1% 197 404

The Netherlands 5,944 26,433 6,134 28,702 -3% -8% -190 -2,269

Germany 5,664 26,126 5,047 28,256 +12% -8% 617 -2,130

Denmark 2,805 13,259 2,737 15,619 +2% -15% 68 -2,360

Sweden 2,952 12,637 3,086 13,566 -4% -7% -135 -929

Ireland 1,434 7,002 2,333 12,314 -39% -43% -899 -5,312

Italy 496 5,099 671 6,638 -26% -23% -175 -1,539

Luxembourg 421 3,937 527 4,642 -20% -15% -106 -705

Finland 341 1,664 459 2,302 -26% -28% -118 -638

Austria 156 1,581 163 1,643 -4% -4% -7 -62

Non EU countries 28,160 247,219 35,159 332,928 -19.9% -25.7% -6,999 -85,709

United States 10,154 85,600 13,674 131,716 -26% -35% -3,520 -46,116

Japan 7,433 66,603 8,041 76,819 -8% -13% -608 -10,216

Canada 4,062 23,716 4,877 32,435 -17% -27% -815 -8,719

Switzerland 1,870 21,578 2,247 28,338 -17% -24% -377 -6,760

Hong Kong 400 8,549 404 6,354 -1% +35% -4 2,195

Australia 582 6,457 545 7,156 +7% -10% 37 -699

Singapore 254 3,959 296 6,113 -14% -35% -42 -2,154

South Korea 260 3,204 398 5,206 -35% -38% -138 -2,002

Brazil 359 3,000 374 3,775 -4% -21% -15 -775

Taiwan 111 2,746 217 5,382 -49% -49% -107 -2,636

China 433 2,733 676 3,045 -36% -10% -242 -312

Mexico 156 1,186 173 1,252 -10% -5% -17 -66

World (excl. UK, Ireland & USA) 46,920 300,237 50,698 353,692 -7.5% -15.1% -3,778 -53,455

EU (excl. UK & Ireland) 28,914 138,618 29,213 152,480 -1.0% -9.1% -299 -13,862

BURGUNDY EXPORTS

(incl. Crémant de Bourgogne)



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A comprehensive export programme Present on numerous export markets, the Burgundy Wine Board offers trade members (wine shops, importers, restaurant owners, distributors, journalists, etc.) from over fifteen countries, tastings and adapted training programs: ► "Terroirs & Signatures de Bourgogne" tastings: Over the course of one day, Burgundy professionals

meet trade members, with the Burgundy Wine Board offering training seminars and press conferences. 2008-2011 Schedule: UK, US, Canada, Japan, Korea, and in partnership with the Regional Chamber of Commerce and Industry of Burgundy, Singapore and China (of which Taiwan and Hong Kong).

► Training seminars: In addition to those already-scheduled sessions in the framework of the “Terroirs &

Signatures de Bourgogne” tastings, the Burgundy Wine Board plans to offer, in 2010, several training seminars in Russia, Norway, Sweden, Denmark and Ireland. These two-hour trainings will combine theory and tastings. The proposed sessions will be adapted to the public. They will be based upon the fundamentals or more specialised, around themes specific to Burgundy.

► Official instructors to teach about Burgundy wines worldwide: The Burgundy Wine School created,

at the initiative of the Burgundy Wine Board, the degree of "Official Burgundy Wines Instructor", thanks to which it accredits specialists who will then be able to deliver training courses for amateurs or professionals in their home country.

Once they have accepted a detailed set of specifications, and having taken the final exam, these instructors are granted accreditation from the Burgundy Wine Board and the Burgundy Wine School. The Burgundy Wine Board thus aims to place the Burgundy wine school at the centre of a network of accredited training establishments, which benefit from educational programmes and tools developed in Burgundy. At the moment, thirty-one instructors have already received accreditation in five countries (France, US, Great Britain, Ireland and Singapore).



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France: economic recovery will take time

Since the onset of the crisis, the French have managed their purchases differently, favouring more affordable products (e.g. store brands). Price has become an important factor: top-of-the-range products continue to be neglected and impulse purchases are being limited. This economic climate is only reinforcing a more decrease-structure-based movement in national wine consumption, and is accentuating the effects of governmental measures. According to the national wine consumption statistics, the 2008/2009 campaign ended with a 5% drop compared to the previous campaign. The net loss of consumption in one year in the French market is 200 million bottles, or the equivalent of an entire year’s harvest in Burgundy. This goes to show how much consumption has dropped. In light of these results, Burgundy wines held up rather well in the French market (one out of every two Burgundy bottles marketed). In fact, the drop during the last marketing campaign (2008/2009) was only down 1% on the previous campaign.

The economic climate remains tense

Following the 2009 air pocket in the French economy, the risk of depression now seems but a distant memory. However, various elements suggest caution in the months to come. Firstly, consumption is due to weaken: it is expected to grow twice as slowly as during the 2000s, given the necessity of debt reduction, more difficult access to credit and massive unemployment. This weak consumption will be maintained by the turnaround of inflation, mostly due to the increase in energy, which tends to cut into households’ buying power. Finally, the public deficit, having drifted during the crisis, will need to be reduced, an action whose outcome will be a key factor in the economy’s turnaround. For the wine sector in general, and Burgundy wines in particular, due to their price positioning, there is not much use in waiting for a significant upturn to take place in 2010.

Despite the drop in overall revenue, sales in wine shops remain stable across Burgundy

France has over 5600 wine shops. This number levelled off following the increase observed during the past 3 years. On the other hand, the turnover of wine shops had already dropped 14% in 2008, a situation linked to a decrease in the number of visitors and the average amounts of their purchases (-18%). A study showed the interdependency between the Burgundy region and this distribution channel: Over 9 wine shops out of 10 offer Burgundy wines, with an average of 42.7 kinds (one of which is Crémant de Bourgogne), a total of around 8 million bottles per year. (Source: Equonoxe 2009).

50

60

70

80

90

100

110

2004/05 2005/06 2006/07 2007/2008 2008/2009

Sales of Burgundy wines in France by marketing campaign (in millions of bottles)



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50% of wine shops consider quality and prestige as being the primary assets of Burgundy wines for their clients. If 60% of wines sold are marketed in-store for under 6 euro a bottle (a category in which Burgundy is rarely present), sales in bottles priced at between10 and 15 euro (8 euro for whites) are on the rise, allowing the vineyard to maintain its ranking. Crémant de Bourgogne accounts for the best sales, with an average price of 9.19 euro.

"Rencontre avec les Bourgognes": at the heart of the distribution networks

The "Rencontres avec Les Bourgognes" programme allows the population of Burgundy to organise as many events and tastings as possible and to meet consumers, eager to make direct contact with the wine producers, at their places of sale (wine shops, supermarkets, regional fairs etc.). The programme takes place in the autumn, mainly from September to the beginning of December. The success of the first edition was confirmed in 2008 and again in 2009 with over 470 events taking place between September and December (wine fairs organised in retail stores; trade shows and events organised in wine shops). Due to be repeated in autumn 2010, this operation encourages Burgundy professionals to meet clients through different distribution channels. As summer winds down, consumers are invited to discover the list of nearby upcoming events on the following site:

www.rencontresaveclesbourgognes.fr. All events are listed by region and by date.

The Burgundy region supports its mass distribution sales

Sales of Burgundy wines in mass distribution outlets (only hypermarkets and supermarkets) in 2009 were stable in volume despite the economic climate. They also progressed in value, nearing 1% with 206 million euro in turnover. This positive situation is linked with the healthy performance of Crémant de Bourgogne, whose growth has increased at a steady rhythm (+11.7% in volume and +13.6% in value), whereas the volume of still Burgundy wines sold dropped only slightly (-2% in the average of French still VQPRD) for a relatively stable turnover (-1%). Burgundy also offers a substantial range of white wines, most notably in the heart of the 3 to 8 euro range (Aligoté, Mâcon-Villages, Regional appellations, Chablis, etc.). In the long-term, it should benefit from the development of a medium price range (6 to 12 euro), due to a diverse choice of AOC Villages. The 2009 end-of-year results are even positive because the Burgundy sales on this circuit increased by 2% in the last quarter of 2009 compared to 2008, and even by 7% in December alone. These satisfying results, in this economic climate, must be partially linked with the linear reorganisation of Burgundy wines in stores by the Burgundy Wine Board since early 2008 to promote the wine-growing region on the shelves and to help consumers understand what options are available. On the whole, if one were to include mini-markets and German discount stores (Aldi, Lidl and Norma), Burgundy wine sales in modern distribution outlets account for around 45 million bottles, a stable volume which makes up 45% of Burgundy wines sales on the French market.

http://www.rencontresaveclesbourgognes.fr/



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Restaurant industry: a difficult period, but bright prospects for Burgundy

Nearly three-quarters of restaurants report having been affected by the crisis with, on average, a decrease in consumer visits and turnover of around 21%. 6000 bankruptcies were registered in the café, hotel and restaurant sector in 2009. Burgundy, with around 17 million bottles, may have lost between 10 to 15% in volume (Source: CHD Expert Company). The restaurant sector, already weakened by changes in consumer habits, is the main distribution network to be affected by the economic crisis. The decrease in VAT (excluding wine) has not visibly contributed to consumption outside the home. However, the summer season was relatively good for restaurants in Burgundy. 67% of them qualify this season as being a good year in comparison to previous years. French customers were loyal, although customers from abroad were less numerous. For Burgundy, two types of market seem to be stand out. There are, firstly, Regional AOCs whose sales are maintained today through wholesalers and Cash&Carry, whereas Burgundy professionals appear to be in control of direct marketing of their fine wines (AOC Villages being the most famous, Premier and Grand Crus). The potential of serving wine by the glass is currently under-exploited and thus suggests good prospects for Burgundy wines. A few years ago, serving wine by the glass was something reserved for rather upscale establishments and gastronomic restaurants. With the arrival of the crisis, the percentage of establishments selling wine by the glass increased considerably, now reaching 40% of restaurants in general and even 57% in gastronomic restaurants - the core target of Burgundy wines. Indeed, wine by the glass is a good compromise not only for consumers but also restaurant owners. The “glass of wine + main meal or menu” options are developing as well. 37% of restaurants today offer customers all-inclusive menus. Of these, 25% occasionally or regularly include a glass of Burgundy wine with this kind of menu.

Training: a key tool for restaurant owners and wine waiters:

In the past few years, the Burgundy Wine Board has become involved with wine shops, restaurant owners and sales’ agents. These links are important for consumers, as they enable them to gain a better understanding of the diversity and nuances of Burgundy wines. As part of these links, a two-day conference has been developed in conjunction with the Burgundy Wine School in Beaune. In 2009, 180 people participated in nine different sessions. The participants are kindly sponsored by the Burgundy Wine Board, a wine-grower, a cooperative cellar or even a wine merchant. The operation is due to take place again in 2010. In order to respond to the questions stemming from the first round of participants wanting to deepen their knowledge, a new session on the theme of food-and-wine pairings will be rolled out in spring. It will be led by an internationally-renowned wine waiter.



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Direct sales: organisation of wine tourism

On this circuit, sales have indicated, in light of the current crisis, a slight drop on the order of 5% from the 2008-09 campaign. They account for around 14% of sales of Burgundy wines (around 26 million bottles). Burgundy professionals have tended to increase their sales efforts by developing their visibility (particularly on the Internet) but also by being more open to welcoming the public to their vineyards or cellars and by being increasingly present at wine exhibitions and markets in France. This is even more vital when one observes that consumer behaviour is changing in the light of the financial crisis and changes in environmental

awareness, with many consumers choosing to buy local products from local producers. This idea is reflected in the good tourist figures for 2009 in Burgundy: After a shaky start, this year ended up being judged as being “good to very good” for 50% of tourism providers and “average” for 38%. In fact, some tourist sites set record-high visitor levels, due primarily to the presence of local French customers. Overall, in 2009, sales to French customers remained stable for half of the providers, particularly in cellars. Thus, French customers, particularly local ones, have contributed to sustaining Burgundy tourist activity, partly compensating for the fall in foreign visitors to Burgundy, in line with the national trend. Although the Belgians and the Swiss maintained their visitor numbers, compared to previous years, the British and the Germans were not as frequent. The overview of the season is "good to very good" for 52% of wine cellars, "average" for 44% of them and "bad" for just 4%. If one were to compare with the results from the past five years, the cellars are still 66% to report that the 2009 season was among the good years, and 14% would affirm that it had been their best year out of the last five. Only a third did not consider it a good year.

Encouraging wine tourism

For many years now, the Burgundy Wine Board and all of its institutional regional partners (region, department) have come together to foster development in this sector. Each year, the Burgundy Wine Board offers visitors tools with which to discover the Burgundy wine region and its tasting cellars:

► The bilingual map (in French and English) of the Burgundy Wine Road

► The event guide “Bourgognes en Fête 2010”

► On the Burgundy Wine Board website, the "Wine Tourism" search engine (in French, English and

German)

LES GRANDS JOURS DE BOURGOGNE 2010 Contact presse : Cécile Mathiaud


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Mass distribution + hard discount + local shops

25%

Restaurant and catering trade + others

11%

Specialist shops5%

Regional sales + trade fairs + mail order sales

(French customers)

11%

Regional sales (foreign customers)

3%

Eurozone exports13%

Non Eurozoneexports

32%

Export45%

Estimated breakdown of sales of Burgundy wines (Sept 09)

Key figures from the Burgundy region (Sources: Customs/IRI/BIVB/DRAF)

Average production October 2009

1.5 million hectolitres of which 60% white wines 32% red (and rosé) wines 8% Crémant de Bourgogne and 1.5% Grand Crus 47.5% Villages appellations and Premier Crus 51.0% Regional appellations in other words 6.6% of the production of French VQPRD 3.3% of the production of wine in France 0.5% of the world’s wine production

27,800 hectares in production (3% of the French wine-growing region)

2 main grape varieties: Chardonnay (46% of grape variety): is used in the production of nearly all white wines

Pinot Noir (36% of grape variety): is used in the production of nearly all red wines Several other varieties: Aligoté (white, 6%), Gamay (red, for Burgundy Passe-tout-grain and Mâcon, 11%), Sauvignon and César (1%).

100 AOCs of which 33 Grand Crus 44 Villages appellations and Premier Crus 23 Regional appellations

Companies

3, 800 wine-growing estates (of which 1,300 include bottling) 250 are trading companies 23 are cooperative cellars

Market

177 million bottles marketed (2008-09 campaign) 45% are exported 1 billion euro in estimated turnover Burgundy accounts for:

3.5% of worldwide wine exchanges, in terms of value

17.5% of revenues of French still VQPRD exported in 2009 (for 6.5% of the production)

Regional weight

2% of agricultural land exploited in Burgundy 3% of Burgundy’s GDP 20,000 direct jobs 100,000 indirect jobs: glass-making, barrel-making etc



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Our Privileged Partners The Grands Jours de Bourgogne would be nothing without the commitment of the Burgundy wine professionals (professional associations, domaines, shippers, and wine co-operatives), who for each annual event organise privileged meetings and venues for key French and foreign opinion leaders and journalists. At the same time, the success of this event owes much to the assistance and involvement of its partners, to whom the President, Michel Baldassini and the Grands Jours team would like to extend their particular thanks:

Bureau Interprofessionnel des Vins de Bourgogne 12 boulevard Bretonnière 21204 Beaune cedex [email protected] www.vins-bourgogne.fr

Conseil Régional de Bourgogne 17 boulevard de la Trémouille BP 1602 21035 Dijon cedex

Conseil Général de Côte d'Or 53 bis rue de la Préfecture 21035 Dijon cedex

Conseil Général de Saône et Loire Espace Duhesme 18 rue de Flacé 71026 Mâcon

Crédit Mutuel 24 avenue Albert Camus BP 99898 21098 Dijon cedex 9

Arc International 10 boulevard Haussmann 75009 Paris Responsable des relations presse Gaëlle Miel - Tél. 01 53 26 14 22 Sales contact Chef & Sommelier : Thomas Meunier - Tél. 06 66 42 46 36

gjb 2006 8ème édition - bourgogne-wines.com · les grands jours de bourgogne 2010 contact presse:...

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