French wine is becoming less and less popular. And it's not just the cheaper end of the market where the French are suffering; some New World wines are commanding unbelievable prices. It's a global phenomenon too. For the first time ever, the Argentinians are selling more wine to the US than the French.
It's apparently all down to New World branding, grape-led labelling, consistency of product and bigger, more obvious flavours.
Presumably, then, French wine is too authentic, has too much provenance and individuality, and its flavours are too subtle and interesting.
This trend seems to run against that found elsewhere in consumer products, especially food and drink, where in recent years authenticity and provenance have become powerful selling points.
Rotten for the French, isn't it? But all the more of the good stuff for the the rest of us (especially those chilled bottles of Fleurie - is there any liquid more delicious?)