Because of the globalization, the market became more important and the wine growers, in one concerns of productivity, use chemicals which denature the wine and even, causes dangers for the consumers health. However there are still vineyards who preserve the notion of soil, by producing wines of origins, authentic and delicious. The consumption of wine per capita fell with 1,8 liters a year. We observe from now, on that there is more of occasional consumption than regular. The current French way of life, doesn’t favor any more the daily consumption of wine, the workers are used to eat quickly and the restaurants offer excessive prices sometimes, what urges the customers to reduce their consumption. The consumer drinks occasionally some wine and thus brings more importance to the quality of the product.
We took the example of the wine, but it’s the same with the other alcohols such as spirits. The globalization led to the increase of the competitor,s in the wines and spirits field. Indeed this competition is translated by the reduction in the internal markets consumption, in the traditionally producing countries. This competition influenced the wines prices, which led in the loss of small vineyards. We assist to the disappearance of the small independent producers who can’t manage to cop with the big international producers.
The wine producers of the ” new world ” increase by important way. The world market being rapidly expanding, and it from now on 10 years. So to distance itself, the vineyards have to find better distribution channels and have to claim their image. The globalization allows in company to be able to sell their products to new countries, however certain countries have Muslim faiths what forbids them the alcohol consumption so the export of wines and spirit shall not turn to the Muslim countries. Furthermore there are countries where the sale of strong alcohol is forbidden, as the republic tchéque, so if french firm wants to export in this country it will have to choose its products to export and thus not to spread spirit. On the other hand the wine would be authorized.
The last negatives aspect of the globalization is the deportation cost of the goods. Indeed to export can be expensive and companies have to plan certain margins to realize a minimum profit. 1. The Positive aspects The globalization allowed a lot of companies, to reorganize their intern work by specializing and by producing what they master best. So, it became possible, thanks to the acquisition of new technologies, to reach the improvement of the products quality. We attend the birth of a prosperous competitors, however, vineyards have a French knowledge which put them shielded from the international competition.
The trade barriers opening as well as the important climate change, incites the producers to relocate by gaining a better efficiency for better prices. But if we saw that there was a reduction in the wines and spirit export, it remains rather strong and represents the second heavy industry of the French export, after the aeronautics. Indeed we have atteind a historic figure of 10 billion euro in the export, in particular, thanks to the Bordeaux, to the cognac, and to the champagne.
One of the big actors of this export is China, indeed we attend a reel craze of the Chinese for the French wine, which is at present the first importer of Bordeaux. French spirits represent 80 % of the Chinese imports regarding spirit, against 50 % of French wines for their wines import . We can thus say that the wine and spirits sector is essential in the French economy because without these drinks the French food-processing industry, shall post an important commercial deficit. Even if we had noticed previously that certain cultures did not get ready for the alcohol consumption, we attend an evolution of the mentalities, which leads to a cultural convergence, so we can imagine ourselves, that the wines and spirit export can spread soon in new countries.
Thanks to the globalization, the wine becomes a real asset for France. Indeed, this made beverage left the French heritage, and, thus is completely integrated into the French culture. The wine becomes then attractive for the foreigners who think that by consuming some wine, they can discover the French culture. The image of French is, from now, on a person with a beret, a baguette, some cheese, and some wine. 1. The company Pernod Ricard face of globalization 1. The pastis ricard story of the Pernod Ricard company Everything begins in Marseille of the 1930s. In coffees, aniseed liqueurs are secret legions, most of it are candestin , and too sweetish in the taste of the consumers.
To saint-Marthe, the son of a vintner, Paul Ricard, dreams about a formula ” who answers to the taste of the largest number “. Every night, in a laboratory of fortune, he makes soak plants of Provence, seeds of fennel, essence of anise … Finally, one day of 1932, he holds his recipe : ” it will be called Ricard, the real pastis of Marseille! “. Paul Ricard is only 23 years old. He has just invented the first French-style long drink: a volume of pastis with five volumes of water and ice. ” I hire my name, it proclaims, because I am sure of the high quality of my pastis and I am proud of its unique taste. ” Alumnus of the Fine arts(School of Fine Arts), the young man draws his first poster and his first label.