Trading… why this activity?
We have been working for many years to safeguard and revive appellations, both within our companies and collectively, in Roussillon and in France.
The disastrous situation of the French AOCs and the behaviour of the winegrowers led us, with winegrowers who shared our concerns, to organise a network, “winegrowers in our appellations”, then to found an association, “Sève”. In this process of deepening our business, we have become aware of two elements that seem to us to be decisive and shed light on the current situation:
First of all, the wine grower’s profession is composed of several professions that require different qualities, aptitudes and characteristics: the work of the vine, the vinification, the maturing of wines, often carried out in the past by merchants, the bottling which in many cases is not carried out by the winegrowers themselves but entrusted to specialised companies, the marketing and finally the management.
Six totally different professions in which it is necessary and essential today to excel, otherwise you will find yourself in difficulty and disappear quickly. Marketing is generally the activity in which French winegrowers are the least “brilliant”.
Moreover, since this activity is often poorly considered, it is neglected. Once the wine has been made and matured, “it remains to be done”, which for some seems superfluous: this is etymologically the meaning of the word trade. This negation of leisure, this remains to be done when everything seems to be done, such is our vocation as a trader: the one who is busy doing*.