Business France: Your Strategic Partner for French Wine & Spirits
In today’s market environment, success isn’t only about adding new products. It is about supporting sell-through, strengthening existing listings, and maximizing the performance of current French assortments.
That’s where Business France comes in.
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Who are we?
With 1,400+ specialists in 53 countries, Business France, the French Embassy Trade Commission, works closely with industry stakeholders to simplify your work and support your objectives. We foster opportunities for French exporters into North American markets, as well as facilitating investments from North American stakeholders in France.
Our Wine and Spirit Team
Our dedicated wine and spirit team in North America is based in New York, Chicago, San Francisco, Toronto, and Montreal. While partnering with the U.S. 3 Tier System, and control States, we are also working closely with Canadian liquor monopolies. Working within similar centralized models allows Business France to understand and support Control State priorities effectively.
Our teams maintain continuous relationships with regional partners in France:
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French wine & spirits regions and appellations
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AOP Wine committees and producer associations
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Export-ready wineries and distilleries
This ecosystem enables Business France to mobilize the right tools at the right time, whether to support established categories like Champagne, Cognac, and Armagnac, or to reinforce momentum in fast-growing segments such as organic, no-low, or modern Vin De France styles.
What we bring
For NABCA members, this means practical, hands-on support focused first on activating and strengthening the French wines and spirits already listed in your portfolio, as well as new sourcing or listing opportunities explored only when they are clearly aligned with your needs and priorities.
There are no fees for our services to you, commercial pressure, or financial commitment.
While representing French producers in North America, Business France positions itself as a neutral and operational partner, supporting Control States on category performance, consumer engagement, education, and long-term value creation.
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Trusted by industry leaders
In 2025 alone, Business France supported 450 French producers through targeted trade initiatives, including the French Pavilion at Vinexpo America with 65 exhibitors, followed by curated tastings and in-market activations across the United States. Many of these actions were designed to support existing listings and drive sell-through, with partners such as Whole Foods, The Fresh Market, LCBO, SAQ, New Brunswick, Nova Scotia, just to name a few.