Anne Cogny, export director at Les Vignerons de Tutiac, France’s largest AOC co-operative, has said criticised the inconsistency of the US-EU relationship and warned of the damage to winemakers.
Commenting on the trade relationship in relation to the Bordeaux co-op, Cogny explained that Tutiac sees potential for growth in the US market. However, this is overshadowed by “the constant back-and-forth on tariffs” which create “a deeply unstable commercial environment”.
“Announcements are made, then walked back, only to be reintroduced again,” Cogny said, “This unpredictability is damaging. It’s not just the tariffs themselves – though any increase clearly threatens sales – but the repeated policy swings that paralyze decision-making.”
According to the export director, the volatile landscape results in partners being hestitant to launch new projects, nervous that the rules could change overnight.
“The inconsistency creates inertia. Importers stall, distributors wait, and brand development slows. For a cooperative like Tutiac, which relies on long-term relationships, this volatility is particularly frustrating,” Cogny explained.
The recent tariffs – which are still not final for the alcohol industry, as conversations about a zero-to-zero agreement continues – are just the latest obstacle to French wine in America, said Cogny.
“These fluctuations are all another step in a much larger process, and we have seen over the last 20 years that in the US, American consumers buy more and more American wines which are already very competitive.
“We have lost the supply for everyday consumption and French wine is becoming increasingly part of the gourmet market, without being a luxury product. French wine isn’t seen as essential anymore and is becoming a small pleasure you can afford from time to time.”
Looking forward to the future, Cogny said the remedy to France’s waning US success can be found in communication.
She noted that the country needs to first work on its internal communication, something made difficult by the strict control of alcoholic advertising in France. It is only then the country, and Tutiac, can turn their attention to communication in the US market.
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