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In some ways, the Swiss Winegrowers' Festival (Fete des Vignerons), which opened Thursday, mirrors the country's appellations: both could be considered extraordinary, yet both are hardly known outside Switzerland.Ahead of this year's edition, industry experts agreed that the time had come for Swiss wine to spread its vines.Leclerc, also a sommelier, argued that for Swiss wine to thrive abroad it needed to emphasize "exclusivity," especially because it cannot compete with the production scale of its neighboring wine behemoths, France and Italy.In 2018, the total area in Switzerland devoted to wine production amounted to less than 15,000 hectares, compared to nearly 800,000 hectares in France.In fact, only one percent of wine produced in Switzerland is exported, according to the Swiss Observatory for the Wine Market (OSMV), a market research group.A new export strategy spearheaded by Swiss Wine Promotion, an industry lobby group, sees domestic winemakers disregarding the low end of the market and emphasizing premium products for consumption abroad.
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