I must confess, I have never encountered so many people at Wine Paris / Vinexpo as during this 2026 edition. Yes, we spoke of NoLo, of artificial intelligence, of new generations and of India, but there is one thing that struck me: people’s optimism.
All are facing this difficult period in the wine industry, yet without lamenting, always arriving with ideas and seeking solutions. I saw no whiners, I saw only people eager to project themselves into the future with optimism and ambition. I was all the more astonished given that the situation is far from simple for many estates. In this period of crisis, we are witnessing what I predicted twenty years ago: a colossal chasm is opening between those who have built strong brands and the others.
Those who wagered everything solely on the quality of their wine find themselves at an impasse: they make good wines, but today there are such wines everywhere in the world, and at every price point. Those who staked everything on the premiumization of their offering find themselves in the market’s soft underbelly: consumers are no longer there, they are either at entry-level or at the very top end, the premium segment is reserved for those who possess “pricing power.” Those who are strong today are those who had the vision to work simultaneously on quality, premiumization and their brand(s).
I have the good fortune to advise many of the great names in wine across the world. These have never attracted so much attention nor created such desirability as they do presently. When I witness the remarkable success of the Primum Familiae Vini evening at the Grand Palais during this Wine Paris 2026 edition, we perceive clearly the power of brands and their magnetism. In the manner of Hermès or other equally prestigious names, the very top end in wine—which has grasped the importance of strategic brand vision—is assuming a new dimension that will render it even stronger upon emerging from this crisis. This is a phenomenon I observe notably in the worlds of cosmetics and cigars; it is equivalent and it seems ultimately quite logical that we should find it in the world of wine.
Countless new projects were presented to me during Wine Paris 2026, countless new ideas that extend well beyond wine: new experiences, new ambitions, new talents. Admittedly, many of these projects will not survive the coming years, but among all of them, we hold here what will shape the new global landscape of wine. These new projects all exist to bring brands to life more fully, to nourish them and render them ever more desirable. Vega Sicilia, Sassicaia or Beaucastel have never been as desirable as they are today, and this is no accident.
In truth, everyone is asking questions because the future of wine is uncertain. Those who know how to take their future into their own hands (and they are numerous, judging by all the conversations I had from stand to stand) will see their chances of emerging stronger from this crisis in a few years’ time. The others will not know the fortune of understanding what brand power signifies, and particularly what is called “pricing power.” They will remain dependent on a market that will impose its rules upon them. All of this, very often, simply through lack of vision. Such is life!
Contact Guillaume Jourdan via LinkedIn
