Promotion of European Wines in Third Countries within the Common Market Organisation Framework: The Case of France

The international wine market has undertaken important structural changes in the first decades of 21st century, both terms demand and offer. In order to mitigate effect deriving from increase competition, European Union (EU) continues allocate resources competitiveness winemaking sector by means its Common Agricultural Policy (CAP) Market Organization (CMO). This paper aims understand which factors have an influence on correct implementation CMO measure promotion principal exporter country: France. A fuzzy-set model (fs/QCA) been utilized, studying a period 10 years since 2009. Results show that is it possible obtain better execution ratio adapting some key factors, such as budget allocation. These findings could support French national regional authorities task planning. Moreover, other Member States (MS) also benefit, new CAP approach, higher participation strategic plans required for them EU.