More than twice as many young winegrowers have settled in the Loire Valley in recent years, compared to the Rhône, Bordeaux and Provence, which is actually not strange. The prices are probably a big reason. The average of 20,000 euros per hectare is in a completely different price range than many other French wine regions. The Loire Valley does not attract large, mega-rich investors. And the wine estates are generally small. One-third of the estates sold in the Loire are less than 15 hectares.
35% of buyers in the Loire are young winegrowers. 35% are what are called néo-vignerons, people who already have a, often successful, career behind them. In Provence, for example, young people account for only 14% of purchases, while the néo-vignerons account for 60%.
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