In a country where wine is not just a product but a cultural pillar, carving out space for imported labels remains a complex challenge. Caroline Maurin, a Bordeaux-based wine importer with nationwide distribution, offers a grounded perspective shaped by hands-on experience across multiple regions and market segments.
Having started her business in 2020 with a focus on Italian wines, Maurin has since expanded her portfolio to include producers from Spain, Chile, Argentina, New Zealand, and Australia, building a network of around 20 independent collaborators along the way.
In this first part of the conversation, she explores the current state of the French import market — from structural challenges and pricing pressures to shifting consumer attitudes, regional differences, and the critical role of communication in positioning foreign wines.
If you had to describe today’s French wine import market in three words — and why?
Challenging: Offering foreign wines in one of the world’s leading wine-producing countries, where wine is deeply rooted in tradition and conviviality is part of daily life, is a bold move. It requires creativity, flexibility, negotiation skills, and strong market potential.
Educational: While buyers are often looking for low prices and strong quality ratings, introducing imported wine regions and explaining the difference between an industrial producer and a family estate requires deep knowledge of the country of origin, as well as the ability to present and defend the wines convincingly.
Competitive: In a country where local wines often offer very good value for money, imported wines occupy a sensitive position. Established brands are easier to justify in terms of price, while lesser-known labels require much more effort to penetrate the market, without any guarantee of long-term customer loyalty. This makes it difficult to secure volume at a good price in a short time.
France is one of the world’s great wine-producing countries. What space is there today for imported wines?
There is definitely space for imported wines today but only for well-positioned, well-explained wines. Changes in consumer behavior have created more room for these products, and younger generations are increasingly interested in discovering them. However, they are often not willing to spend more than €15 per bottle, while French wines of similar quality are often positioned below that price point. In the end, final price remains a key factor. On the other hand, traditional Italian and Spanish restaurants offer strong opportunities to list typical wines that fit naturally with their concept and cuisine.
Do French consumers approach foreign wines with curiosity, skepticism, or indifference?
Based on my experience I would say mostly curiosity when it comes to final consumers, and some skepticism among buyers who do not always see how these wines can find their place in the market.
In your experience, what type of international wine tends to resonate most with French buyers?
Wines with a strong typicity tend to resonate most: indigenous grape varieties from classic regions, “fashion wines” made in an easy-going style, international varieties such as Sauvignon Blanc and Syrah, and entry-level wines designed for volume.
Has the perception of imported wines in France changed over the last decade?
Yes. Since Covid, we have seen new demand for foreign wines.
Because you distribute across the entire country, do you notice strong regional differences in taste and purchasing behavior?
Yes, absolutely. Business costs are not the same for a restaurant in the north versus one in the south of the country, and expectations in terms of wine quality can also vary significantly depending on the region.
Are markets like Paris, the South of France, and the Atlantic coast developing different wine identities?
Yes. Paris has room for all types of wines, but the trade network is quite closed and highly competitive. The South of France tends to look more toward wines from neighboring countries, especially Italy, due to cultural influence and proximity. The southwest is more oriented toward Spanish wines, while the Atlantic coast is generally more open to imported wines from a wider range of countries.
Is the on-trade (restaurants and wine bars) still the main driver for imported wines in France?
Yes, definitely.
Are French retailers becoming more open to lesser-known wine regions from abroad?
Yes, provided that the communication is well structured and the region is properly introduced.
How important is storytelling when presenting foreign wines to a French audience?
It is very important. Storytelling is often the key to opening the conversation with a client, and many wineries still do not fully understand how essential that is.
