Foundations for a comparative research programme between wine markets in the 20th century

The article deals with understanding recent reconsideration of the hierarchy of the French wines. In about fifty years, the AOC label ceased to provide the most favourable economic positions, contrary to certain table wines. How different categories of wines, that the professional and the State contributed to segment in two market in the first half of the twentieth century, could have evolved until calling into question the AOC wine, former institutionalized model of excellence? In order to understand how each market evolved to this conclusion, we provide basic tools for comparing the market under the same grid. Gironde and Languedoc-Roussillon constitute two convenient cases for applying it. The—undesired—incidence of the European instruments of public action on the sectoral evolution is clear. By analysing the effects of the installation of sectoral legislation, then the substantial modification of the European regulations in 1985, we understand how the regulatory change induced the emergence of new collective and economic strategies leading to reconsider AOC wines.