French Winemakers Tap into Moroccan Market as US Exports Resume

In Morocco, "it is mainly hotels that are interested in our products," says Anaël Payrou, the director of the Cellier des demoiselles, to L’Indépendant. Wine exports to the United States were blocked due to the imposition, since October 18, 2019, of a 25% customs duty on the import of French wines. A measure lifted on March 6, 2021, allowing the association to resume exports to this country.

"Red and white wines are being sold again in the United States. Over there, it’s a bit specific. Americans are curious about old French grape varieties, like Carignan. They are looking for something authentic, it’s a matter of rarity," details the director, stressing that consumers in other markets are looking for more "ease". On the other hand, the Netherlands, England, Sweden and Norway "mainly buy the best known grape varieties like Merlot or Chardonnay," he adds.

Anaël Payrou also discovered the Mexican market, which is booming. "Our Mexican customers mainly take red wine and a little Chardonnay white. We’ve also seen it in Saint-Pierre-et-Miquelon," said the director, indicating that an "excellent value for money" could help maintain these different markets.