Increasing white wine production: the Rhône Valley’s new challenge

In the Rhône Valley vineyards, red wine accounts for the majority of production, at 85%, while white wine production stands at approximately 300,000 hectoliters. However, white wine production is expected to grow in the coming years. A few days ago, during the annual press conference of Inter Rhône, the interprofessional association for viticulture and wine trade in the Rhône Valley, its representatives announced a strategic shift aimed at expanding the variety of wines produced. The goal is to produce more white wine within the next 4–5 years to meet consumer expectations, particularly those of the “Millennial” generation (born between 1985 and 2000). In practical terms, this is a major undertaking, as the winemakers also wish to pursue a process of labeling and certification.

A new strategy to meet consumer demand

In recent years, consumers have increasingly favored white wine. Demand is therefore on the rise, and the Rhône Valley intends to meet this demand and come out on top. Indeed, today it is primarily known for its red wines, with white wine production accounting for only a small portion of its output. But with the implementation of a “comprehensive structural plan,” which is expected to “be launched by the end of the year,” industry professionals hope to showcase their “great white wine terroirs in response to growing demand.” Consequently, more white and sparkling wines will be produced, as Millennials prefer to drink sparkling and chilled wines. With red wine, however, a specific serving temperature must be observed. And this preference among Millennials is also reflected in restaurants and fine dining establishments, where pairings of dishes with white wine are becoming more common.

Production rose in 2018, reaching 2.7 million hectoliters

To develop this "white wine" strategy, industry professionals wine from the Rhône Valley can rely on a geographic information system that identifies available production areas suitable for white grape varieties. This system will help them select plots with high potential that can be replanted. And the announcement of this new plan coincides with the release of the 2018 figures, which are positive: in the Rhône Valley, more than 2.7 million hectoliters were harvested from 68,132 hectares, and 365 million bottles were sold. All in all, a good 2018 vintage for the Rhône vineyards.