The research is devoted to analysing wine market in France - its overall situation and consumers' habits. French wine market is based on product values and quality of the wine that the country produces. The aim of the study is to analyse the current market situation in the wine sector in France and to draw conclusions about the future development possibilities of a particular company, located in Southern France. Study raised the following questions: 1. How the current situation in the wine market can be characterised? 2. Which are the most important challenges for the wine producers? Findings show that the number of regular wine consumers in France is declining, while the numbers of rare users are increasing. The most common type of wine consumed by men is the age group 50 and above. According to the theory and the analysis of the French wine sector and the results of the survey conducted, the main determinants of the choice of purchase - namely the region and the year of production of the wine, as well as the award-winning medals were classified. The popularity and reputation of the region is an important condition for customers' choice. At the point of sale, customers believe that the label plays a crucial role in making purchases.
