Independent winegrowers: what opportunities are there to develop your business?
Vignerons Indépendants... there are many different concepts behind these two words.
Initially referring to a status, in opposition to the négociants and the caves coopératives, the expression "independent winegrowers" was later applied to a union, and then to a collective brand.
There are many issues surrounding the profession. Particularly in terms of economic development.
Today's independent winegrower is well aware of the challenges posed by digital technology and is more international in outlook (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 business interests of the profession.
Do you manage your 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 joining the Vignerons Indépendants movement, while making the link with the levers for developing your business.
What is the Vignerons Indépendants union?
It all began with the creation of the Confédération des Caves Particulières in 1976. 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 for promoting the independent winegrowing profession and encouraging its economic development.
One thing led to another. The 32 departmental federations grew 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 in the movement,
- 32 departmental federations, grouped into 10 regional federations,
- 70% of wine consumers are familiar with the Vignerons Indépendants collective brand,
- 600 winegrowers and over 2,000 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, setting out a framework guaranteeing the winegrower's independent status, respect for the environment and customer satisfaction.
This charter stipulates that the winegrower must :
- respect his terroir
- work his vineyard
- harvest his grapes,
- vinify and mature their wine,
- make his own brandy, where applicable,
- bottling his own production in his own cellar,
- market their products themselves,
- improve their skills while respecting tradition,
- give customers a warm welcome, provide advice and offer tastings.
If you meet these conditions and would like to become a member, apply to your local federation. This federation respects 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 Independent Winegrowers movement.
JillWellington
Why join the Vignerons Indépendants?
The vocation of the Vignerons Indépendants is twofold:
- defending the independent winegrowing profession, particularly in the face of the hegemony of the large cooperative wine cellars,
- 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 protected interests
The Independent Winegrowers are represented at departmental, regional and national level, 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 profession 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 point of reference 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 of all, the online shop enables members to sell their produce directly to consumers. This platform represents a significant source of additional sales.
The organisation has also developed a showcase website, highlighting the expertise of the winegrowers and presenting news relating to the winegrowing business.
Export assistance
With a view to supporting commercial development, the organisation is rolling out a number of operations for professionals in Europe. For example, it has set up partnerships with companies such as CIC, to help independent winegrowers export their wines.
Appropriate training
ANFOVI (Association Nationale de la Formation des Vignerons Indépendants - National Association for Training Independent Winegrowers) carries out studies and offers independent winegrowers training courses designed to support them in all aspects of their business, particularly those not related to working the vines themselves: 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 Independent Winegrowers are working to make this happen. They are particularly active in welcoming visitors to their estates, as well as organising wine tourism events such as the "Picnic at the Independent Winegrower's".
The Vignerons Indépendants wine competition
During this competition, an average of over 1,000 medals are awarded to independent winegrowers following tastings of samples.
But the special feature of this competition is that the jury is made up entirely of enlightened wine lovers. If you win a medal, you'll be able to promote your wine and your vineyard to consumers!
©PhotoMIX-Company
Events not to be missed by independent winegrowers
Mark your calendars!
Vignerons Indépendants also benefit from the many events organised 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 the dates of forthcoming shows here.
There are also a number of events not specifically associated with the label. Some of them are more professionally oriented, and can be a great 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 exhibition is exported to several cities (New York and Shanghai, for example), in order to exploit 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., facilitating business opportunities all over the world. And even if the event is dominated by the great vintages, we can still meet small independent winemakers, particularly in the section dedicated to organic wines: World Organic Wine.
Finally, Vinexpo offers conferences, symposia and debates. These are all opportunities to discuss and learn about the major issues facing the wine industry and the economic development of winegrowers.
Next dates in France: 10-12 February 2020 in 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, including Vitisoft software, which is helping winegrowers to develop their sales, customer relations and online marketing, bringing the profession into the digital age.
Next dates: 24-26 March at the Parc des Expositions, Mâcon.
Vigneron Indépendant: a forward-looking profession
As an organisation 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 looking to the future!
Today's challenges, such as the digital transition of the profession, internationalisation and ecological challenges, are all opportunities to be seized if we are to ensure the long-term future of vineyard production and a long life for the independent winegrowing profession.
Article translated from French