vincent by qingyunliuliu

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									From the parcels delimitation to the wine marketing:
            an integrated organization




                        Avril 2009
    Champagne-France




2
    A precise area




3
A unique soil and an ancestral know-how



    Champagne, the combination of a unique, strictly defined territory and
    traditional production conditions, which are of the world’s most rigorous
    ones




4
     What is Champagne ?



    A sparkling wine, produced in the region of
      Champagne, France, on the basis of strict
      methods that are prescribed by the French
      law and Community Regulations



    • One of the world’s most prestigious wines
    • A wine that is in conformity with very strict
      rules
    • An economical asset for the region of
      Champagne-Ardennes
    • A name, symbol of luxury and festivity,
      which is often the subject of
      misappropriation…


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    The production methods (1)




    The product has to comply with the horizontal regulation

      Champagne is a sparkling wine which must comply with the European
      regulations regarding sparkling wines




                                          CHAMPAGN
                                          E
                 CHAMPAGN
                 E




                                Horizontal regulations

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    The production methods (2)



    Additional regulations apply for GI products

             Traditional and local production rules

             Definition of the rules by producers’ organizations

             Control by administrations and interprofessional organizations




                     CHAMPAGN   CHAMPAGNE
                     E                        CHAMPAGN
                                              E




    Additional regulations                  Horizontal regulations
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    A considerable economic position



       France is the first-ranked country for the production of
       sparkling wines and its Champagne represents 95% of
                             this production




    322,4 million bottles sold in 2008
    A turnover of 4,3 billion euros in 2008
    More than 15 000 winegrowers and 300
    Champagne houses, generating around 30
    000 direct jobs

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    The restricted area



    A shared mission




      Administration (specific body, fraud administration and customs)

            definition and control the respect of the restricted area




      Interprofessional organization

            Proposition to extend/restrict the aforesaid region
            Internal controls




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       The history of the Interprofessional organisation


      Since the 1900’s, producers are increasing the quality requirements for the production of
      Champagne and decide to create two kind of professional organizations: the UMC (Union of the
      Champagne Houses) and the SGV (trade union of growers).
      Since the 30’s, wines are tested before being allowed to be labeled as Champagne.
      During the second world war, the German occupation encourages the coordinated action
      between the Champagne houses and growers and finally the CICV was founded in 1941
      Since the 90’s, a follow-up of the quality is organizes in the market, including analysis and
      tasting of the wines.
                                                                                         Champagne
                                                                                           Decree
                                                      Law on            Creation of
                                                   Appellations of     the C.N.A.O.
                                                      Origin
                                 Champagne’s
                                  Revolution

                    Anti-fraud
                       law
     Phylloxera



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       1898            1905          1911               1919               1935             1936
Champagne committee
     Law of 12 april 1941: creation of CIVC




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     Interprofessionnal organization


                                           COMMISSAIRE du GOUVERNEMENT


                                               COMMISSION PERMANENTE

                    Union                   President                President                  Syndicat
                des Maisons                     of the Houses              of                 Général des
                                          the winegrowers                                     Vignerons de
               de Champagne                                                                  la Champagne

                                                  EXECUTIVE COMMITTE
                                                   6 wine merchants +
                                                      6 winegrowers


                                             SPEZIALIZED COMMISSIONS

                                   • Commission   Technique
                                   • Commission   Communication & Appellation
                                   Champagne
                                   • Commission   d’Equipement du Vignoble
                                   • Commission   du Suivi Aval de la Qualité
                                   • Commission   Champagne, Santé et Société


                                                        CIVC Units



          Economic missions           Technical missions        Communication                Operation
          - Vineyard and harvest      - Viticulture             missions                     - Human resources
          - Market organization       - Œnology                 -Information                 - Accounting
          - Export                    - Environment             - Reception of delegations   - Maintenance
          - Economic research         - Sustainable             - Champagne desks            - Information systems
          institute                   development
                                                                - Protection of the AOC
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     What is the CIVC ?



     The “Comité interprofessionnel du vin de Champagne” was
     founded by an Act of 12 April 1941 in view of safeguarding the
     harmonic development of the trade .


     An organism charged with a mission of public interest
     and which carries out four main missions :

     1) Maintain a balanced relationship between the two
     professions & organise the market management
     2) Control the quality of the products and improve it
     3) Promote and protect the appellation of origin"Champagne"
     4) Promote a sustainable development and respect for the
     environment


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     The houses of Champagne


     • 300 houses de Champagne exploiting around
       10% of the vineyard et stocking up with
       grapes for the rest to the winegrowers

     • They realize 66% of expeditions of
       Champagne and more than 86% of export




              13,6%




                                      86,4%




                                          Maisons
                                          Vignerons




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     The winegrowers



     • Exploiting 90% of the
       vineyard.

     • Family farm with an average
       area of 2 hectares.

     • 20 000 harvest informants, of
       which 15 000 are farmers

     • 5 000 winegrowers market
       Champagne

     • 140 coopératives gather more
       than the half of harvest
       informants and more than the
       half of the vineyard’s area




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The market management
     Market management



      Ensure a sustainable Champagne economy, through knowledge of the
      market and market regulation



       Determining the conditions of production in
       coordination with the producers, traders and
       administrations


       Collecting all the data on the production and sales


               Know   the   actors;
               Know   the   production;
               Know   the   transactions;
               Know   the   sales;
               Know   the   stocks


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     The knowledge of the market



                           4 missions




                                              Economic
       Vineyard and                           research
          harvest                             institute




                  Export            TM registration




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     The stocks control



      Millions bottles


       1 400             4,0    4,1                                                            4,5
                                        3,7     3,8                                     3,8
       1 200                                                    3,6    3,5
                                                                                               4,0
                                                         3,4                  3,4
                                                                                               3,5
                   3,0
       1 000
                                                                                               3,0
         800                                                                                   2,5

         600                                                           1123   1163      1215   2,0
                                1080    1081   1099             1107
                   985   1023                            1020
                                                                                               1,5
         400
                                                                                               1,0
         200
                                                                                               0,5
            0                                                                                  0,0
                  1999   2000   2001   2002    2003      2004   2005   2006   2007      2008

                         stock total y compris réserve     rapport stocks/expéditions




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     The professional card




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Quality improvement
     Quality improvement



      The elder mission of the interprofessional organisation, since Phylloxera
      destroyed most of the vineyard



      R&D at every stage of the production process
               - 50 people staff
               - More than 120 R&D programs
               - From the vine to the cork…



      Control of the quality
               - Control the respect of the production process (f.e. : pressing centers)
               - Follow-up of the quality
               - Anti-counterfeiting tool, etc.




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     The annual yield per hectare



         Kg
      15 000
      14 000
      13 000
      12 000
      11 000
      10 000
       9 000
       8 000
       7 000
       6 000
       5 000
           88

                89

                     90

                          91

                               92

                                    93

                                         94

                                              95

                                                   96

                                                        97

                                                             98

                                                                  99

                                                                       00

                                                                            01

                                                                                 02

                                                                                      03

                                                                                           04

                                                                                                05

                                                                                                     06

                                                                                                          07

                                                                                                               08
          19

               19

                    19

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                              19

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                                        19

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                                                                                          20

                                                                                               20

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                                                                                                              20
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     The harvest (in million of bottles)




       450

       400

       350

       300

       250

       200

       150
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                     8


                             9


                                     0


                                             1


                                                     2


                                                             3


                                                                     4


                                                                             5


                                                                                     6


                                                                                             7


                                                                                                     8
          9


                 9


                         9


                                 0


                                          0


                                                 0


                                                         0


                                                                 0


                                                                          0


                                                                                 0


                                                                                         0


                                                                                                 0
         9


                 9


                         9


                                 0


                                         0


                                                 0


                                                         0


                                                                 0


                                                                         0


                                                                                 0


                                                                                         0


                                                                                                 0
        1


                 1


                         1


                                 2


                                         2


                                                 2


                                                         2


                                                                 2


                                                                         2


                                                                                 2


                                                                                         2


                                                                                                 2
                                         Récolte disponible              Réserve



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     Authorized grapes in Champagne




                               Chardonnay : 28%
         Pinot noir : 39%
      Pinot meunier : 33%



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     The production methods


     The importance of the pressing in Champagne

       A specific pressing process in specific pressing centers

       The pressing process is regulated by administration, on
       the basis of traditional know-how

       CIVC is approving each pressing center

     The administration is controlling the pressing process

       CIVC is continuously experimenting new pressing
       processes, which would ensure the quality and typicity
       of Champagne wines




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     The production methods



     Many other criteria




       Grape varieties,

       Density of the vines in the vineyard

       Specific cutting of the vine

       Second fermentation in bottles,
       minimum ageing conditions

       Specific regulations for vintage wines

       Specific labeling provisions




28
     The quality standards




      Since the 1900’s, producers are increasing the quality requirements for the
      production of Champagne




      Since the 30’s, wines are tested before being allowed to be labeled as
      Champagne




      Since the 90’s, a follow-up of the quality is organized in the market,
      including analysis and tasting of the wines




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     Control of quality




30
         The quality standards




     An adapted control system



     -   adapted to the type of product and its specificities



     -   adapted to the specific market of the products



     -   adapted to the notoriety of the product and the
         risk of misuse.




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                                              Thank you for your attention




     COMITÉ INTERPROFESSIONNEL
     DU VIN DE CHAMPAGNE
     5, rue Henri-Martin, Boîte Postale 135
     51204 Épernay Cedex
     France

     www.champagne.fr
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