FRANCE: Chablis producers pray for sterling recovery

Chablis wine producers in France's Burgundy region are praying for a stronger sterling currency to help lift revenue, ahead of a promotion push in four key markets, including the UK, this autumn.

Sterling's weakness against the euro has hit all European producers looking to export to the UK this year, and Chablis is no exception, according to Julien Brocard, the new president of the Chablis Wine Board in Burgundy.

The UK is traditionally a big market for premium-priced Chablis wines. "England has the most potential for us, but only if the currency rates get better," Brocard said in an interview with just-drinks this week.

Sterling today (18 September) fell to its lowest point against the euro for four months, with EUR1 equal to just over GBP0.9.

"I am more optimistic today than I was one year ago," said Brocard. "It has been a tough year and most wineries' sales are probably down a little bit, but we are not in a crisis - in France we haven't seen much difference at all in sales."

Around 30% of Chablis is sold in France, with the rest exported.

Brocard said Chablis is planning a series of promotion initiatives this autumn in its four key markets of France, England, New York and Japan. Chablis producers will travel to the markets to meet press and sommeliers and hold tastings.

"We want to push as much as we can. A lot of people know the Chablis name, but not many people know what it really is," he said, adding that producers will travel to the UK around 5 November.