The CNAOC Grand Direct
1 December, 2 pm–6 pm
For its second edition, the Grand Direct is taking another step forward by moving to the regions and setting up at the heart of Vinitech-Sifel in Bordeaux on 1 December – an unmissable event for the wine industry. The CNAOC will bring together leading speakers – academics, wine industry professionals, people working in the field and others – as well as the Minister for Agriculture (subject to confirmation), for an open and direct discussion around this year's theme: “Reasons to Believe”. Believing in our appellations, believing in collective action, and above all, believing in our ability to transform winegrowing to meet the challenges ahead.
CNAOC,
Presentation & Missions
CNAOC – Maison des Vignerons is the national federation bringing together all French wine appellation trade unions representing wines with Appellation d'Origine Contrôlée (AOC) status. Founded in 1924, it now brings together 18 regional federations and 197 Defence and Management Organisations (ODGs), representing the 58,000 winegrowers who uphold France's 387 wine AOCs.
Throughout the year, CNAOC works to defend appellations of origin and the people who bring them to life. It represents appellation winegrowers before national, European and international public authorities, supports trade unions in adapting their specifications, and promotes the AOC concept as a guarantee of typicity and quality.
CNAOC also leads concrete initiatives for the future of winegrowing regions, most recently the “PACTE pour les territoires viticoles”, presented to local elected representatives during the Congress of Mayors.
What is the Grand Direct?
To open up the debate, give winegrowers a stronger voice and place the concerns of people working in the field at the heart of discussions, CNAOC – Maison des Vignerons organises the Grand Direct each year: an open discussion for the entire wine industry.
In a sector facing major challenges, the ambition is straightforward: identify problems, find solutions and adjust collective action accordingly. In short, it is a key forum for the wine industry, by and for winegrowers.
Everyone can submit questions in advance and during the event, challenge speakers, share their experiences from the field and help bring out answers, solutions and new perspectives.
Far removed from fatalism, unrealistic optimism or empty words, the Grand Direct sets out clear observations and seeks to co-create a pragmatic and genuinely positive future.
On the agenda
Why is Gen Z turning away from wine and spirits, and how can we make them want to come back? Faced with beer, cocktails and new types of drinks, how can wine regain its place? Dealcoholisation, new flavours, cans, wine dispensers: gimmicks or genuine opportunities for growth? Where are the international markets yet to be conquered, and how can value be created through exports and wine tourism? The debate will also go to the heart of the future of our AOCs. Should specifications be made more flexible? Should certain practices be liberalised? Should AOCs refocus on the premium end of the market? How far can we change without losing what makes our appellations so strong?
In short, there will be no ready-made answers, but concrete avenues for collective action.
The promise remains unchanged: give people working in the field a voice – and respond to it, without beating around the bush.
The event is open to 350 people in person and will also be available online via videoconference, with up to 1,000 places available.
How to register:
1. Complete the registration form: HERE
2. You will receive a confirmation email containing a link to purchase your Vinitech-Sifel ticket, together with a complimentary ticket code.
3. Generate your badge to gain access to the trade show on the day.
For online participation, the process is the same: the videoconference link will be sent to you in your confirmation email.
Informations
Tuesday 1 December 2026, 2.30 pm–6 pm
Vinitech-Sifel, Bordeaux Exhibition Centre
Attend in person or via videoconference, subject to availability: 500 places on site / 1,000 online.
Registration is free and takes place online: registration link
Registration also gives you the opportunity to submit a question in advance, which may be put directly to the speakers during the event.
