Yves Bénard, general director of the wine and champagne division of LVMH Moët Hennessy Louis Vuitton, has today (12 February) been appointed to lead the INAO (Institut National de l'Origine et de la qualité).

The 63-year-old has taken on the role of president of the national wines and sprits committee of the French regulatory body.

"It is an important responsibility to take decisions to help the French wine industry and I am happy to have it," Bénard told just-drinks this morning.

Bénard, seen as a reformist figure, said he had a number of priorities but his first task would be to simplify French wines for occasional consumers.

"We need to have a better vision of the increasing numbers of occasional consumers, those who don't read all the guides. We need to facilitate their choice, and simplify our offer," Bénard said.