Jacques Berthomeau is a wine

Wine

Wine is an alcoholic beverage, made of fermented fruit juice, usually from grapes. The natural chemical balance of grapes lets them ferment without the addition of sugars, acids, enzymes, or other nutrients. Grape wine is produced by fermenting crushed grapes using various types of yeast. Yeast...

 consultant commissioned by the French Ministry of Agriculture to prepare a report in 2001, now known as The Berthomeau Report, to "establish the goals and means to be deployed in terms of people, regulations and finance for a winning strategy for French wine

French wine

French wine is produced in several regions throughout France, in quantities between 50 and 60 million hectolitres per year, or 7–8 billion bottles. France has the world's second-largest total vineyard area, behind Spain, and is in the position of being the world's largest wine producer...

 as we approach the year 2010". Berthomeau headed a committee that called for French winemakers to meet the globalization of wine

Globalization of wine

"Globalization is the expansion of brands across nations and into other continents. In food and wine it refers to the whole problem of making the product global. The primary issue is scaling production while reducing the costs of goods with processes. In marketing it refers to wearing the mantle of...

 by adapting to new market demands, similar to those called for in Plan Bordeaux. The Berthomeau Report, like Plan Bordeaux, has met considerable organized opposition.

External links

• Wine war: Savy New World marketers are devastating the French wine industry