Independent winegrowers: what opportunities are there to develop your business?
Vignerons Indépendants... different notions lie behind these two words.
Initially referring to a status, in opposition to the négociants and caves coopératives, the expression "independent winegrowers" was later applied to a union, and then to a collective brand.
The issues surrounding the profession are numerous. Particularly in terms of economic development.
Today's independent winegrower is well aware of the challenges posed by digital technology, and is increasingly turned towards international markets (according to La Dépêche, 73% of independent winegrowers generate their business from exports). But above all, they remain attached to their know-how and their terroir. The Vignerons Indépendants union was created to serve both this respect for tradition and the profession's own business interests.
Do you manage your own wine production from A to Z and want to find out more about the union? Are you already a member and would like a summary of the benefits it can bring you? Would you like to know which events to attend to create business opportunities?
We'll show you all the benefits of the Vignerons Indépendants movement, and link them to the levers for developing your business.
What is the Vignerons Indépendants union?
It all began with the creation, in 1976, of the Confédération des Caves Particulières. Its aim was to represent the men and women of independent winegrowing, and give them a voice against the powerful cooperatives.
At the same time, the movement quickly became an invaluable asset in promoting the independent winegrowing profession and encouraging its economic development.
One thing led to another. The 32 departmental federations expanded rapidly.
In 1985, the winegrowers of the Confédération des Caves Particulières founded a collective brand, among other things to make their production easily identifiable. In 2000, the brand name was changed to Vignerons Indépendants.
This was followed by the creation of the famous logo we all know today.
The Vignerons Indépendants logo
The Vignerons Indépendants in a few figures :
- 7,000 members,
- 32 departmental federations, grouped into 10 regional federations,
- 70% of wine consumers are familiar with the Vignerons Indépendants collective brand,
- 600 winegrowers and over 2000 wines available on the Vignerons Indépendants direct sales website,
- 5000 wine samples sent out for the last Vignerons Indépendants Wine Competition.
How do I become an Independent Winegrower member?
To benefit from the services and value provided by the Vignerons Indépendants union, you need to meet specific criteria. A charter has been drawn up, imposing a framework guaranteeing the winegrower's independent status, respect for the environment and customer satisfaction.
The charter stipulates that the winemaker must :
- respect his terroir,
- work his vineyard,
- harvest his grapes,
- vinify and age his wine,
- produce his own eau-de-vie, where applicable,
- bottle his production in his own cellar,
- market his own products,
- perfect their skills in keeping with tradition,
- offer customers a warm welcome, advice and tastings.
If you meet these conditions and would like to become a member, apply to your local federation. Your local federation meets the same criteria as the regional and national federations.
Click here to join your local federation.
Now, let's take a closer look at the benefits of the Vignerons Indépendants movement.
JillWellington
Why join Vignerons Indépendants?
The Vignerons Indépendants' mission is twofold:
- defending the independent winegrowing profession, particularly in the face of the hegemony of large cooperative wineries,
- promoting the independent winegrowing profession, and the diversity of French vineyards, climates and the skills of the men and women who work the vines.
These two major missions bring benefits to winegrowers.
Better-defended interests
Vignerons Indépendants are represented at departmental, regional and national levels, as well as at European level through CEVI (Confédération Européenne des Vignerons Indépendants).
In this way, the union facilitates negotiations at different levels and with various bodies, and makes the voice of those who are really confronted with the reality of the trade heard.
Relevant information
The Revue des Vignerons Indépendants and the Observatoire Économique des Vignerons Indépendants keep you informed.
The content distributed to Vignerons Indépendants members is the result of constant monitoring, with the aim of bringing you all the latest legal, regulatory and economic news.
Effective communication
Thanks to the strong brand image created by the Vigneron Indépendant label, you benefit from real added value in the eyes of the consumer.
As for the easily identifiable logo, it is a landmark for customers and a guarantee of quality and authenticity. According to a BVA study, it even makes them more inclined to buy the product.
A presence on the Internet
First and foremost, the online store enables members to sell their produce directly to consumers. This platform represents a significant source of additional sales.
The organization has also developed a showcase site, highlighting the expertise of the winegrowers and presenting news relating to the wine business.
Export assistance
With a view to supporting sales development, the organization deploys a number of operations in Europe aimed at wine professionals. For example, it has set up partnerships with companies such as CIC, to help independent winegrowers export their wines.
Customized training
ANFOVI (Association Nationale de la Formation des Vignerons Indépendants - National Association for Independent Winegrower Training) carries out studies and offers independent winegrowers training courses designed to support them in all aspects of their business, particularly those not related to vineyard work itself: marketing, innovation, human resources management, etc.
In this way, independent winegrowers can benefit from the knowledge they need to manage competitive pressures and new market challenges.
Promoting wine tourism
The different regions of France and their vineyards attract several million tourists every year, both French and foreign.
The Vignerons Indépendants are working in this direction. In particular, they focus on welcoming visitors to their estates, as well as wine tourism events such as the "Picnic chez le Vigneron Indépendant".
The Vignerons Indépendants wine competition
During this competition, an average of over 1,000 medals are awarded to independent winegrowers after tasting samples.
But what makes this competition so special is that the jury is made up entirely of enlightened wine lovers. If you win a medal, it's a great way to promote your wine and your vineyard to consumers!
©PhotoMIX-Company
Not-to-be-missed events for independent winegrowers
Mark your calendars!
Vignerons Indépendants also benefit from the many events organized around the label. The Vignerons Indépendants trade fairs are real showcases for the profession, providing a great opportunity to highlight your production.
From wine tastings to educational events, every Vignerons Indépendants show is an opportunity for the general public to discover and appreciate your work.
Find out when the next fairs will be held here.
Note also the many events not specifically associated with the label. Some of them are more professionally oriented, and provide an opportunity to develop your business.
We have selected two of them:
Vinexpo
A major international event for wine and spirits professionals, Vinexpo is systematically held in odd-numbered years in Bordeaux, where it was founded. At the same time, this wine and spirits trade show is exported to several cities (New York and Shanghai, for example), in order to tap the potential of the American and Asian markets.
The event is an opportunity to put producers in touch with exclusively professional buyers, merchants, importers, etc., thus facilitating business opportunities worldwide. And even if the event is dominated by grands crus, we can also meet small independent winemakers, notably in the section dedicated to organic wines: World Organic Wine.
Finally, Vinexpo offers conferences, symposia and debates. These provide an opportunity to exchange views and learn more about the major issues facing the wine industry and the economic development of winegrowers.
Next dates in France: February 10-12, 2020, Paris, Porte de Versailles.
VinEquip
VinEquip is an event that brings together suppliers who meet the diverse needs of winegrowers in terms of equipment and services.
At VinEquip, you'll find vendors of cellar equipment, harvesting equipment, packaging and logistics storage.
But VinEquip is also an opportunity to meet exhibitors offering services such as banking, training and energy. IT players will also be present, such as Vitisoft software, which, by supporting winegrowers in their sales development, customer relations and online marketing, is bringing the profession into the digital age.
Next dates: March 24-26 at the Parc des Expositions, Mâcon.
Vigneron Indépendant: a forward-looking profession
As an organization and a collective brand, but also as a profession, independent winegrowers have a duty to remain faithful to their terroirs, their values and the traditions of the different winegrowing regions... while at the same time looking to the future!
Today's challenges, such as the digital transition of the profession, internationalization and ecological challenges, are all opportunities to be seized to ensure the sustainability of vineyard production and a long life for the independent winegrowing profession.
Article translated from French