French wine industry struggles; consultant proposes market solutions

France's wine industry is facing serious challenges. Many people are drinking less wine, and countries that import French wine are experiencing economic issues. Chinedu Rita Rosa, a Nigerian consultant based in Bordeaux, believes she has ideas to help the industry. Wine consumption in France has been declining for 30 years. Major markets like China are not buying as much French wine. Five years ago, interest from China peaked, but it has since dropped. In the U.S., President Donald Trump has proposed steep tariffs on French wine imports, which could harm exports even further. Last year, French wine exports saw a significant decrease. Rosa, 49, entered the wine industry in Nigeria before moving to Bordeaux in 2015. She started Vines by Rosa, a wine marketing and export business. Rosa is not worried about Trump's proposed tariffs, which could be as high as 200 percent. Previous tariffs caused a big drop in U.S. imports of French wine, but those were later lifted. China, once a major market for French wine, is also in decline. Economic troubles and COVID-19 have led to fewer wine imports since 2018. Chinese investors are pulling out of French vineyards, with many now for sale. Rosa suggests that French wine sellers look beyond traditional markets. She believes they should explore opportunities in places like Brazil, India, and Africa. She emphasizes that they cannot rely solely on the Bordeaux name to sell wine. Instead, sellers need to understand local tastes and build connections. In Nigeria, Rosa has noticed a growing interest in French wine. Despite beer being the most popular beverage, wine sales are gradually increasing. "We are in a hot climate, people want something refreshing," she says, but she believes the market for wine is expanding.