globeandmail.com: Baffling labels cut sales of European wines — even in Europe

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Baffling labels cut sales of European wines — even in Europe

European winemakers are losing customers at French sidewalk cafes and Italian dinner tables, and the EU's top farm official has a drop of advice: Stop confusing wine drinkers. European wines have a dizzying number of classifications, with many designated by whether the grape is grown on the left or right bank of a river, or to the east or west of a particular estate. But wine drinkers in Europe are turning up their noses at Pauillacs and Pomerols in favour of American, South African and Australian wines with simple, easy-to-understand labels.

Experts predict that if current trends persist, Europe will soon become a net importer of wine.

EU countries have agreed that a profound reform of the continent's wine industry is needed, but still bicker on ways to achieve it. For example, there is still fundamental disagreement between sunny southern member states and colder northern ones on whether adding sugar to a wine should be allowed. Many northern countries, because of a lack of sun, use extra sugar to produce high-quality wines. “We need to improve competitively and need to get out of a situation that wine from third countries gets a better foothold in European markets,” said Finland's Agriculture Minister Juha Korkeaoja, who chaired the meeting in Luxembourg.

Wine reform will be taken up again by the European Parliament before EU member states look to reach a full agreement next year.