Inter Rhône plans broad talks on a Rhône Valley strategy through 2035

Inter Rhône, the Rhône Valley wine trade body, is preparing a broad consultation to define a regional strategy through 2035. Its new president, Samuel Montgermont, said on Tuesday, Nov. 10, that the sector must adapt to a crisis he considers structural and that the organization intends to move quickly toward a wide-ranging industry meeting, known in France as états généraux.¹

The consultation is intended to involve chambers of agriculture, local authorities, state services and banks, as well as producers and distributors. Montgermont placed particular emphasis on mass-market retailers, arguing that their participation is necessary if the Rhône sector is to establish more stable commercial contracts.¹

Contracts and economic intelligence

The initiative comes as French wine regions contend with weaker demand in some markets, changing consumption, pressure on prices and wider financial difficulties. Inter Rhône wants the discussions to identify the adjustments required to rebuild the sector’s economic strength.¹

Alongside the consultation, the organization plans to strengthen its economic-analysis tools for production and marketing decisions. It also wants greater use of longer-term supply agreements between producers and buyers, giving suppliers more secure outlets and improving the way prices are formed. Retailers and wholesalers could gain clearer expectations for sourcing and volumes.¹

A national debate over market risk

The proposal follows recommendations issued in October 2025 by a French Senate information mission on the future of viticulture. The mission called for sector-wide meetings and stronger commitments from downstream buyers through contracting, with prices established further in advance and producers receiving greater long-term certainty over sales.¹

The underlying dispute concerns how risk is distributed across the wine market. Producers have argued that they bear most of that risk while exerting limited influence on final prices. Earlier agreement on production, volumes and price expectations is intended to reduce that imbalance.¹

Reconciling a diverse region

Any common plan will have to accommodate the Rhône Valley’s broad range of producers and appellations. The region includes high-volume wines distributed by supermarkets and higher-value labels sold through specialist businesses and export markets.¹

That diversity could make agreement difficult, especially on production levels, marketing choices and the division of commercial risk. Inter Rhône’s effort therefore seeks alignment among growers, distributors and financial institutions around contracts and market information, with potential effects across the beverage supply chain.¹

Wine tourism as a second pillar

Montgermont has also made wine tourism a central part of his program, presenting it as a way to increase the Rhône Valley’s appeal and create additional value around its wines. Inter Rhône envisages a new phase in organizing and promoting the region’s offer through closer cooperation between wine and tourism professionals.¹

The program includes a proposed Institut Rhône Oenotourisme to coordinate initiatives, assist professionals and raise the profile of Rhône wine tourism. Operational details remain limited, but the project would broaden sources of income and deepen consumer connections beyond bottle sales.¹

Timing still open

Together, the contracting and tourism proposals address short-term economic resilience and longer-term demand: the first seeks better market organization and firmer sales commitments, while the second aims to create additional reasons for consumers to engage with the region and its wines.¹

Inter Rhône has not announced a date for the états généraux. It says the process should begin quickly and extend beyond vineyards and wineries to banks, public authorities and distributors, treating the sector’s problems as a wider regional issue involving the beverage trade, investment and commercial stability.¹