Is It Time For The Wine Trade To Think Like A Frenchman?
Forbes Business
by Lauren Mowery, ContributorFebruary 23, 2026
AI-Generated Deep Dive Summary
The global wine industry is facing challenges, and some believe adopting a French approach could offer new insights. JP Bourgeois, a Frenchman managing an American wine import business, suggests that thinking like a Frenchman—emphasizing quality, regional identity, and cultural connections—could help navigate these difficulties. By prioritizing authenticity and storytelling, the wine trade might find a way to stand out in a competitive market.
Bourgeois highlights the importance of understanding local tastes and adapting while maintaining core French wine principles. He notes that success often comes from blending tradition with innovation, such as experimenting with new regions or grape varieties to meet evolving consumer preferences. This approach not only builds long-term partnerships but also positions businesses to thrive during economic downturns.
Ultimately, Bourgeois’ strategy underscores the value of cultural depth and adaptability in business. By embracing French wine traditions while staying attuned to global trends, the industry could unlock new opportunities for growth and resilience. For readers interested in business innovation, this perspective offers a fresh take on overcoming challenges in the wine trade.
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Originally published on Forbes Business on 2/23/2026