The plan is to increase overall production by 12% while reducing the current 1.1m hectolitre production of 'basic Bordeaux' - considered to be wine sold for less than €2 in France.
Grants and other subsidies will be used to either pull up vines, or help winemakers retire from the business. In properties that are borderline, experienced winemakers will be brought in to help improve quality.
The number of growers will drop by 26% and vineyard surface will shrink by 7%.
At the same time, the production of wine in the more profitable areas of Bordeaux will be increased.
This is an interesting challenge. Many of the top Chateaux have actually cut back production in recent years for environmental reasons. So, now these Chateaux will need to ramp production back up.
I also wonder how this will impact the Enjoy Bordeaux marketing campaign. They are heavily pushing Bordeaux wines under $25 and even under $10. Basic Bordeaux is defined as 2 Euros or under, which translates to about $10 by the time it gets to the United States.
Finally, as to this problem:
...there was a 'demographic problem' in terms of an ageing winemakering population, with 'older winemakers wanting to retire but not enough young ones wanting to take their place'
If the CIVB is willing to hand me over a parcel of land, I'll pack up and start managing vines tomorrow :).
I am trying to find out additional details about the "Bordeaux Tomorrow" plan, more to come.