The French wine industry is increasingly focusing on grape type, rather than region of production, as a key factor in marketing to boost wine sales and resist competition. In a country with a proud wine tradition, the shift is not easy.

The French wine industry--a source of national revenue and pride--is changing to adapt to a globalised market, with labeling practices the latest focus of professionals in the field.

Whereas France has historically considered its wines to be products of various regions (Burgundy, Bordeaux, Médoc), other major wine markets frequently market wines as products of specific grape types (Chardonnay, Merlot, Cabernet, or Malbec, among many others).