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    A new history of sanctions has unsettling lessons for today

    JUST AFTER the end of the first world war and the dissolution of Austria-Hungary, one observer noted that “every clock in Prague [was] gone, melted for the metals.” Another, in Vienna, saw children “wrapped in paper, for want of sheets and blankets”. At the time much of Europe was under strict economic sanctions, as western powers tried to hold the post-war peace and restrain communism. It was the first time that the “economic weapon”, the title of Nicholas Mulder’s new book, had been used, but by no means the last. By the 2010s a third of the world’s population lived under sanctions. Prominent among the current targets is Russia, which will face further sanctions if it invades Ukraine. Mr Mulder, of Cornell University, looks at sanctions over the three decades after the first world war—and reaches unsettling conclusions.Economic war against civilians is a centuries-old phenomenon. During the Hundred Years’ War English troops launched countless brutal sieges against French garrisons, often starving them into submission. Blockades were an important part of the toolkit of the naval wars of the 18th century. Sanctions were and are different. Rather than being imposed by one country on another, they often involved groups of countries coming together to punish rogue states. The formation of the League of Nations in 1919-20 made co-ordinated action easier. And rather than being seen as an act of war, sanctions were often supposed to prevent it.Sanctions were also the product of the first great wave of globalisation. In the 70 years to 1914 trade flows rose from 5% of global GDP to 14%, then an all-time high. With economies ever more integrated, like-minded governments had many points of leverage over renegades, whether by denying them the supply of crucial raw materials or by refusing to buy their goods.The role of finance truly distinguished sanctions from previous economic warfare. In 1870-1914 annual capital flows averaged 4% of global GDP. The Allied powers controlled the world’s main financial centres. Economists, as well as traditional military types, thus helped design sanctions. They aimed to hit aggressor states where they were weakest: in their financing requirements.Mr Mulder’s book is filled with anecdotes of how sanctions worked in practice. As signs of impending war grew in 1935, Italian companies such as Pirelli (tyres), Fiat (cars) and Montecatini (chemicals) were denied financing for their import needs by the Bank of England. By August 1941 expansionist Japan was cut off from the rest of the world economy, having lost 90% of its foreign oil supply and 70% of its trade revenues. Enforcing sanctions required a great deal of effort in a world of increasing financial ingenuity. In the late 1910s Banco Holandés de la América del Sud, a Buenos Aires subsidiary of a Dutch bank, used five different names to undertake transactions for various Latin American subsidiaries of German banks.William Arnold-Forster, a British administrator, argued that sanctions could “make our enemies unwilling that their children should be born”. Indeed, they could have horrific effects. Of the three main weapons targeting civilians during the period—air power, gas warfare and economic blockade—blockade was by far the deadliest, Mr Mulder argues. “Pens seem so much cleaner instruments than bayonets,” Arnold-Forster wryly noted.Whether sanctions achieved their objectives was another matter. Small countries could be bullied into obedience, such as on two occasions in the 1920s, when the threat of sanctions stopped skirmishes in the Balkans from escalating into wider war. Bigger powers were tougher nuts to crack. Overall, “most economic sanctions have not worked”—the first lesson of Mr Mulder’s book. Most significantly, they did not stop Germany from choosing war.Sanctions sometimes failed because of insufficient political will. For a long time American opinion had it that sanctions were fundamentally un-American, an anachronistic form of European-style imperialism. In other cases financial globalisation constrained, rather than widened, sanctioners’ room for manoeuvre. Britain refrained from imposing a severe financial blockade of Nazi Germany in the mid-1930s in part because British banks held huge amounts of German debt. In the event of sanctions the Reich would stop servicing this debt, and British financiers worried that the City would face a solvency crisis.The second lesson of Mr Mulder’s book is that sanctions can have unintended consequences. By the 1930s global politics and economics had radically changed from the 1920s. The Great Depression had sent many governments down a protectionist route. Global trade was in a long slump. Fascism was on the march.Doom loopSanctions, Mr Mulder shows, added fuel to the fire. Governments that believed themselves vulnerable to sanctions withdrew even further from the global economy, in order to secure strategic independence. In the 1930s Japan sought to develop a “yen bloc”, an economic zone including Korea and Taiwan, so as to reduce dependence on the Allied powers. In the mid-1930s Germany gunned for “raw-materials freedom”, in part via the construction of massive capacity for the synthetic production of oil. (Anyone witnessing Russia’s efforts in recent years to wean itself off Western finance may conclude that nothing much has changed.) It also necessitated conquest. “I need Ukraine”, said Adolf Hitler in 1939, “so that they cannot again starve us out like in the last war.”In that sense the international search for effective sanctions and the ultra-nationalist search for autarky “became locked in an escalatory spiral”. Sanctions did not work in a deglobalising world, and contributed to its continued fracturing, in turn setting the stage for the second world war. Mr Mulder is too careful a historian to labour the parallels between what happened in the inter-war period and today, when geopolitics is once again fractious and globalisation is in retreat. But the lessons are sobering. ■For more expert analysis of the biggest stories in economics, business and markets, sign up to Money Talks, our weekly newsletter.This article appeared in the Finance & economics section of the print edition under the headline “The wonks’ weapons” More

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    Will prediction markets live up to the hype?

    THE LINE between investing and gambling has always been thin. This is especially true for prediction markets, where punters bet on events ranging from the banal (“will average gas prices be higher this week than last week?”) to the light-hearted (“who will win best actress at the Oscars?”). Prediction markets have something of a cult following among finance types who rave about the value of putting a price on any event, anywhere in the world. Such prices capture insights into the likelihood of something happening by forcing betters to put money where their mouths are. But critics argue such markets will fail to grow beyond a niche group, reducing the value of their predictions in the process.The debate has been reignited by a new “event contract” exchange–a market where traders can buy and sell contracts tied to event outcomes—run by Kalshi, a New York-based startup. The firm has made headlines because it earned approval to run America’s first such exchange without regulatory limits on the scale of activity—a feat that has long eluded its predecessors. PredictIt, one of the most popular American prediction markets, operates as a non-profit research project limited to 5,000 betters for each event. The size of bets is capped too, at $850 per person, per question. Kalshi overcame such hurdles by consulting American regulators for two years to earn their trust, says its boss, Tarek Mansour. He believes this could make event contracts a real asset class, like options.That may be why the startup has attracted so much interest. It counts big names from Sequoia Capital to Charles Schwab as backers. A former member of the Commodity Futures Trading Commission, Kalshi’s regulator, has joined the firm’s board.Kalshi’s timing is also opportunistic. Retail traders have ventured far beyond blue-chip stocks to assets such as options and cryptocurrencies. The firm sees event contracts as a natural extension of that curiosity. And Kalshi specifically looks for events ripped from headlines, says Luana Lopes Lara, one of its co-founders. For instance, it launched markets on US Supreme Court cases in December 2021.In the longer run it hopes to attract more sophisticated investors. Why might they join a seemingly game-like platform? For one, they could make money off less-informed amateurs. They may also use it to hedge against risks. An investor with stock in the American construction industry, for instance, might have bet against President Joe Biden’s infrastructure bill to cushion its losses if the bill had failed.But there are several barriers to broader adoption. One is that there is a fundamental difference between betting on events and betting on stocks. Public companies generally engage in profitable projects, so shares tend to have positive returns; over a long enough period, investors would make money even if they picked stocks at random. That draws in more participants. In prediction markets, by contrast, the game is zero-sum, says Eric Zitzewitz, an economist from Dartmouth College. The pay-out of one trader is the loss of whoever takes the other side of the bet.A bigger turn-off may be lack of liquidity. Sophisticated investors will be reluctant punters if they cannot make large trades with ease. In 2002 Deutsche Bank and Goldman Sachs, two banks, launched a market for trading event contracts—similar to what Kalshi now offers, though only open to large investors—on major macroeconomic data releases such as employment numbers. It closed some years later, most likely because investors who wanted to trade on such data stuck instead with bets on the entire stockmarket using options and share indices; traditional assets had much larger volumes and were therefore easier to trade. In many cases liquidity matters more than having a perfect hedge, says a trader at a large investment bank.Looking abroad offers a clue to where volume might come from. Smarkets, a popular betting exchange in Britain, where regulations are lighter than America, has seen the most activity on major political events. The American presidential election in 2020 was its largest market to date, with more than £20m ($27m) traded, says Matthew Shaddick of Smarkets. Kalshi’s political markets are also finding some success: its most popular to date was on whether Federal Reserve chair Jerome Powell would be replaced by December 2021. Markets on elections, however, have yet to be approved in America. Mr Mansour says Kalshi is “working with regulators” to change this. Perhaps prediction markets should open a market on their own success. ■For more expert analysis of the biggest stories in economics, business and markets, sign up to Money Talks, our weekly newsletter.This article appeared in the Finance & economics section of the print edition under the headline “Punting profits” More

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    Are financial crossbreeds monstrosities or labradoodles?

    THE ANCIENTS knew the source of real terror. Lions, snakes and goats (apparently) are scary creatures to stumble across, but it is the combination of different bits of them that is the stuff of nightmares. The Chimera, with the head of a lion, the body of a goat and the tail of a snake, whose “breath came out in terrible blasts of burning flame”, was a truly fearsome beast. Yet crossbreeds can also be cute and cuddly. Just think of labradoodles.What about financial crossbreeds? Are they minotaurs or maltipoos? Finance has adapted and innovated at a frenetic pace over the past few years. In 2019 there were hardly any deals using special-purpose acquisition companies (SPACs), blank-cheque vehicles which take firms public via a merger. In 2021 they raised $163bn of capital and agreed to take 267 firms public.As recently as 2020 few people had heard of non-fungible tokens (NFTs), the cryptocurrency chits attached to pieces of digital media, such as a picture or video. But interest rocketed after Beeple, a digital artist, sold one for $69m at auction at Christie’s almost a year ago. Cryptocurrencies and associated trading platforms entered the mainstream. Institutional investors now chatter about including bitcoin in their portfolios. Coinbase, a cryptocurrency trading platform, went public in April 2021. It has a market capitalisation of $45bn.As these newfangled technologies and financial vehicles have grown in size and scope they have begun to mate. First, in July 2021, Circle, a Boston-based company which issues USDC tokens, a type of stablecoin pegged to the dollar, agreed to merge with Concord Acquisition, a SPAC founded by Bob Diamond, a one-time boss of Barclays, a bank, in a transaction that valued Circle at $4.5bn. Then in December 2021 Aries Acquisition, another SPAC, announced plans to merge with InfiniteWorld, a Miami-based NFT and metaverse-infrastructure platform valued at around $700m.Keeping up? There’s more. Not to be outdone, on February 11th Binance, a cryptocurrency trading platform founded in China, announced it was making a $200m investment in Forbes, a publisher and ranker of billionaires, ahead of Forbes going public via a merger with the modestly named Magnum Opus, another SPAC. Binance’s rationale for backing the union, its boss helpfully explained, was that media is “an essential element” as cryptocurrencies, blockchain technology and “Web3”, the supposed next generation of media and internet businesses where crypto-holders run social-media platforms, come of age.What should an investor make of all this? It is tempting to dismiss these new beasts—call them Cryp SPACtaurs—as nonsense. There is nothing particularly cute or cuddly about the way SPACs typically treat their investors. In part thanks to the fat slice of shares grabbed by deal sponsors, investments in pre-merger SPACs have underperformed major stock indices by around 30 percentage points on average. Add in the risks typically associated with crypto-ventures and some punters may conclude that it looks more appealing to invest with the next Bernie Madoff.That may also explain why these crossbreeds are yet to reach maturity. Infinite World has not yet completed its merger with Aries. Circle and Concord have not tied the knot either, despite announcing their coupling around eight months ago. The Binance investment in Forbes, meanwhile, seems at least in part motivated by the prospect of the Forbes SPAC deal otherwise failing to come off. The $200m infusion replaced those mulled by other outside investors, who appear to have got cold feet. Perhaps the Chimera and the Cryp SPACtaur are alike: not because they are both monsters, but because they are both seemingly mythical creatures.Still, the prospect of facing the bright lights of public equity markets might be just what is needed to sort the puppies from the pigs. When quizzed about why the Circle SPAC transaction was taking longer than some others, Jeremy Allaire, Circle’s chief executive, explained that to enter public markets “companies have to be in a position where they have to meet necessary regulatory, disclosure and accounting standards so that the public can invest. That is a good process.” But it can take longer still for firms like Circle, which are “a very new kind of financial institution”. Only when one of them actually goes public will it start to become clear whether CrypSPACtaurs are beasts to fear or pooches to pet.For more expert analysis of the biggest stories in economics, business and markets, sign up to Money Talks, our weekly newsletter.This article appeared in the Finance & economics section of the print edition under the headline “Behold the CrypSPACtaur” More

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    Amazon and Visa agree to end global dispute over credit card fees

    The deal means Amazon customers in the U.K. can continue using Visa credit cards, as previously announced by the two companies.
    Amazon will also drop a 0.5% surcharge on Visa credit card transactions in Singapore and Australia, which it introduced last year.
    Amazon has been piling pressure on Visa to lower its fees, signaling growing frustration from retailers over the costs associated with major card networks.

    Visa payment cards laid out on a computer keyboard.
    Matt Cardy | Getty Images

    Amazon has reached a global agreement with Visa to settle a dispute over the credit card giant’s fees.
    The deal means Amazon customers in the U.K. can continue using Visa credit cards, as previously announced by the two companies. Amazon will also drop a 0.5% surcharge on Visa credit card transactions in Singapore and Australia, which it introduced last year.

    Last month, Amazon said it had dropped plans to stop accepting Visa credit cards in Britain, two days before the change was expected to take place. The companies said at the time that they would continue talks on a broader resolution to their spat.
    “We’ve recently reached a global agreement with Visa that allows all customers to continue using their Visa credit cards in our stores,” an Amazon spokesperson told CNBC via email. “Amazon remains committed to offering customers a payment experience that is convenient and offers choice.”
    Amazon has been piling pressure on Visa to lower its fees, in a series of moves that signaled growing frustration from retailers over the costs associated with major card networks, as well as the e-commerce giant’s market power and sway over its partners.
    The likes of Visa, Mastercard and American Express now face intense competition from a flood of fintech challengers, from “buy now, pay later” services like Klarna to open banking, a technology that lets start-ups effectively bypass traditional payment rails such as cards.
    In an emailed statement to CNBC, Visa said its agreement with Amazon would also see the two collaborate on “new product and technology initiatives to ensure innovative payment experiences for our customers in the future.”

    Both companies declined to comment further on the terms of their agreement when asked by CNBC.
    So-called “swipe” fees, which are charged to merchants each time a customer uses their card, have long been a point of contention for businesses.
    Roger De’Ath, U.K. country manager at fintech firm TrueLayer, said the Amazon-Visa spat highlighted the “fundamental need for new payment solutions.”
    “For too long, cards have been retrofitted into online checkouts, creating an invisible web of hidden costs and unwieldy payment structures that affect the cost base of every single retailer,” De’Ath said via email.

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    Nestle CEO open to doing a 'big deal' after cutting L'Oreal stake

    Nestle CEO said Thursday the company would be “open to do a big deal” as it reasserts its growth strategy after cutting its stake in L’Oreal.
    Nestle cut its stake in L’Oreal to 20.1% from 23.3% in December, selling back 8.9 billion euros ($10 billion) of shares.
    “We would be open to do a big deal again. Do we feel compelled to do one? No. Are we open to it? Yes,” CEO Mark Schneider told CNBC.

    The CEO of Swiss food and beverage giant Nestle has said it would be open to doing a “big deal” as it reasserts its growth strategy after cutting its stake in French cosmetics business L’Oreal.
    Mark Schneider, CEO of the company responsible for household brands including Nescafe and Kit Kat, told CNBC that while it is not “compelled” to make any acquisitions, it is certainly considering all options as part of its overall growth strategy.

    Swiss food giant Nestle CEO Ulf Mark Schneider addresses the annual general shareholders meeting on April 11, 2019 in Lausanne.
    Fabrice Coffrini | AFP | Getty Images

    “We would be open to do a big deal again,” Schneider told Julianna Tatelbaum Thursday. “Do we feel compelled to do one? No. Are we open to it? Yes.”
    Nestle cut its stake in L’Oreal to 20.1% from 23.3% in December, selling back 8.9 billion euros ($10 billion) of shares amid scrutiny over its influence on the cosmetics brand.
    Alongside potential large deals, Schneider also said the business would consider smaller acquisitions with fewer regulatory challenges.
    “It’s not that we prioritize one over the other. It’s really all driven by does it make strategic sense? Does it make cultural sense? And then we go and take a closer look,” he said.
    Schneider added that in the current market, where assets are fully valued, smaller and medium-sized deals would likely offer better returns.

    “Buying at the right price, to me, is the starting point of successful M&A activity,” he continued. “So it’s not a change in policy, it’s simply just a reaffirmation of the fact that yes, we want to build our business and this includes acquisitions, just like internal growth.”

    Nestle released its full-year financial results Thursday, reporting organic growth of 7.5%, exceeding expectations. Sales for the year grew 3.3% to 87.1 billion Swiss francs ($94.5 billion).
    The company said it is forecasting more modest growth of around 5% in 2022 amid ongoing cost pressures.
    Nestle’s shares were down 1.1% in early trade.

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    Stocks making the biggest moves premarket: Walmart, AutoNation, Cisco and others

    Check out the companies making headlines before the bell:
    Walmart (WMT) – Walmart stock rose 2.9% in the premarket after the retail giant reported better-than-expected quarterly results. Walmart earned an adjusted $1.53 per share, 3 cents above estimates, issued an upbeat forecast, and announced a dividend hike.

    AutoNation (AN) – The auto retailer earned an adjusted $5.76 per share for the fourth quarter, beating the consensus estimate of $4.96. Revenue was also above estimates, driven by a 55% surge in used vehicle sales. AutoNation shares jumped 3% in premarket trading.
    DoorDash (DASH) – DoorDash soared 24.1% in premarket trading after the food delivery service issued an upbeat outlook for the current quarter. Doordash reported a fourth-quarter loss but saw a 69% surge in revenue for 2021 even as restaurants reopened for dine-in service.
    Cisco (CSCO) – Cisco beat estimates by 3 cents with adjusted quarterly earnings of 84 cents per share. The networking equipment and software maker also reported better-than-expected revenue and issued an upbeat full-year forecast as it sees particularly strong demand from cloud computing companies. Cisco rose 3.5% in the premarket.
    Nvidia (NVDA) – Nvidia reported adjusted quarterly earnings of $1.32 per share, 10 cents above estimates. The graphics chip maker also reported better-than-expected revenue for the quarter and gave an upbeat outlook. However, the stock came under pressure on concerns about flat profit margins and its exposure to the cryptocurrency market. Nvidia was down 2.5% in premarket action.
    Palantir Technologies (PLTR) – The software platform provider’s stock slid 8% in premarket trading after quarterly earnings fell short of forecasts. Palantir’s adjusted profit of 2 cents per share was half of what analysts predicted, although revenue exceeded forecasts.

    Tripadvisor (TRIP) – Tripadvisor tumbled in the premarket after reporting an unexpected quarterly loss and revenue that fell short of analyst forecasts. The travel review site operator said it expects significant improvement in the travel market this year after what it called “unexpected periods of virus resurgence” in 2021. Shares tumbled 7.9% in premarket trading.
    Fastly (FSLY) – Fastly shares plummeted 31.9% in the premarket after the internet content delivery company gave lower-than-expected 2022 guidance. Fastly reported a narrower-than-expected fourth-quarter loss and revenue that came in above consensus estimates.
    Hasbro (HAS) – Hasbro rallied 4% in premarket trading after activist investor Alta Fox Capital Management nominated five directors to the toy maker’s board. Alta Fox is pushing for Hasbro to spin off its fast-growing games unit.
    Cheesecake Factory (CAKE) – The restaurant operator’s shares jumped 4% in the premarket even though earnings came in below forecasts. A revenue beat was negated by increased input costs, but Cheesecake Factory is planning a price hike in new menus now being printed and said it may lift prices further later this year.

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    Hasbro activist wants toy company to spin off Wizards of the Coast, add new board members

    Alta Fox Capital Management wants to add new members to Hasbro’s board and is urging the toy company to make changes to its current business strategy, including spinning off its lucrative Wizards of the Coast unit.
    The activist investor owns a 2.5% stake in the company, worth around $325 million.
    Hasbro said that it has met with Alta Fox and plans to review its nominees “in due course.”

    A Dungeons & Dragons classic dragon hand painted by Alan Cooley, 27, of Huntington Station, New York, at Main Street Game Cafe in Huntington on November 26, 2019.
    Newsday LLC | Newsday | Getty Images

    An activist investor wants to add new members to Hasbro’s board and is urging the toy company to make changes to its current business strategy, including spinning off its lucrative Wizards of the Coast unit, according to a report by the Wall Street Journal.
    Alta Fox Capital Management, which owns a 2.5% stake worth around $325 million, penned a letter to Hasbro shareholders nominating five directors and urging the company to replace its “brand blueprint” strategy with a plan that focuses on growing profitability in its consumer products and entertainment divisions, CNBC confirmed.

    The letter suggests that spinning off Wizards of the Coast and digital gaming, which include franchise brands like Dungeons and Dragons and Magic: The Gathering, will increase Hasbro’s share value by $100.
    Hasbro’s stock closed at around $97 per share on Wednesday, down about 23% from an all-time high of $126.87 per share achieved prior to the pandemic and prior to the acquisition of Entertainment One (eOne).
    Alta Fox argues that Hasbro can double its valuation by spinning off Wizards, which it says has a different growth, margin and valuation profile compared to the company’s other segments. It also seeks to replace Hasbro’s current strategy for developing brands, a blueprint put in place by the company’s late CEO Brian Goldner, who unexpectedly passed away last October.
    This strategy uses storytelling to drive toys sales. Under Goldner, Hasbro successfully grew beyond just toys and games and into the television, movies and digital gaming space. It uses its toy brands like Transformers and My Little Pony to fuel entertainment content and then that entertainment content to fuel sales of toys. The company is currently producing a Dungeons and Dragons movie and television show through eOne.
    It has also used these brands for publishing, apparel and accessories.

    “Hasbro engages in regular communication with its shareholders as part of its robust shareholder engagement program and welcomes constructive input,” Hasbro said in a statement to CNBC.
    Hasbro said that it has met with Alta Fox and plans to review its nominees “in due course.”
    Alta Fox’s letter to share holders comes a week after the company reported a significant fourth-quarter earnings beat, but said it does not expect robust growth in the next few years.
    Deborah Thomas, the company’s chief financial officer, said during an earnings call that while the toy and game industry has grown at an above-trend rate over the last two years, the toymaker does not foresee this continuing, saying it expects the industry will slow or decline in the coming year.
    Also of note, Hasbro has a new CEO starting on Feb. 25. Chris Cocks, the former Wizards of the Coast president, is taking the reins from interim CEO Rich Stoddart, who held the position after Goldner’s unexpected passing. Analysts speculated that Hasbro may be intentionally setting its goals low for the next few years as Cocks settles into his new post.
    Additionally, Hasbro is taking into account the impact the pandemic has had on its film production. Its newest “Transformers” film was delayed until 2023, which translates into delays in ticket sales and product lines. What’s more, Hasbro was the company that held the Disney princess license and lost out to Mattel.
    Still, despite pandemic headwinds, including global supply chain disruptions, Hasbro reported that revenue rose 17% to $2.01 billion during the crucial holiday quarter, above analysts’ estimates of $1.87 billion.
    Hasbro’s toy division remains 62% of its revenue, or about $3.98 billion in 2021. Growing in significance, however, is Wizards of the Coast and digital gaming, which accounted for $1.28 billion in revenue, or 20% of the company’s total. Entertainment was 17.9% or $1.15 billion.
    “The board and management team believe Hasbro is on the right path to deliver sustainable growth for shareholders,” the company said.
    Hasbro’s incoming CEO has been part of the Hasbro team since 2016, working primarily with the company’s Dungeons and Dragons, Magic: The Gathering and Duel Masters franchises. Under Cocks’ leadership, Wizards of the Coast has become one of Hasbro’s top revenue drivers, more than doubling since he took the helm.
    “Mr. Cocks’s extensive omni-channel experience, demonstrated ability to create and nurture winning brands, and proven track record make him uniquely positioned to accelerate Hasbro’s brand blueprint for supercharged growth while continuing to deliver strong shareholder returns,” the company said.

    Correction: This story has been updated to correct the spelling of Brian Goldner’s name in one instance.

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    Insider tips on visiting France’s wineries – for rookies and experts alike

    CNBC Travel

    More wineries in France are opening to visitors, said a French wine tourism expert.  
    Of France’s 87,000 wineries, only 13% were open to the public five years ago, said Martin Lhuillier, head of wine tourism at Atout France, the country’s tourism development agency.

    Now, many more have opened their cellar doors for tours and tastings, he said.
    “Since our last estimate, the number of wineries open to visits has grown by more than 10%,” he said.
    It’s a growing trend in an industry that once resisted the chummy, open-door policies common in wineries in California, South Africa and other “New World” wine regions. The thinking was that French wineries — or chateaux — were in the business of making serious wine, not courting families with playgrounds on the premises — a practice common in parts of Australia.
    But that started to change years ago when wineries began installing visitor-friendly tasting rooms, revamping their cellars and organizing vineyard tours, turning working estates into small-scale travel attractions.

    Some French wine tourists still think that … if they are buying the wine than they shouldn’t be expected to pay for the visit.

    Martin Lhuillier
    Head of Wine Tourism, Atout France

    Activities soon followed, with visitors able to book picnics, grape-harvesting workshops and treasure hunts for the kids in areas as distinguished as Bordeaux.

    The trend has climbed up the echelon of French winemakers, from small, independent estates to the country’s powerhouse producers. Now, the “vast majority” of France’s most prestigious chateaux are open to visitors too, said Lhuillier.

    French wine tourism — by the numbers

    There are four main types of wine tourists to France, said Lhuillier. The largest group (40%) are “epicureans” he said, who aim for enjoyment and to “please their senses.”
    They are followed by “classics” (24%) who view wine as one experience, among others, on a vacation. “Explorers” (20%) value more in-depth knowledge, he said — they want to meet the winemakers and explore lesser-known aspects of wine. Remaining visitors (16%) are “experts” who want to master the science of wine, he said.  

    Wine tourism in France generates approximately 5.2 billion euros ($5.9 billion) a year, said Lhuillier.
    Before the pandemic, the country welcomed around 10 million wine tourists each year, who spent an average of $1,430 per stay. Most of these visitors came from within France (58%), but growth from international visitors was outpacing that of domestic ones.
    “The average growth rate for wine tourism in France in the last six years is around 4% per year, with the growth being higher for foreign tourists,” he said.

    Two camps

    Lhuillier said he divides France’s wine regions into two camps:

    the “classic” destinations, where wine plays a decisive role in travelers’ decision to visit the area, such as Bordeaux, Burgundy, Champagne and Alsace; and
    regions where wine plays an important, though not primary, role in the choice to visit, such as Provence, Occitanie and Loire Valley.

    Visitors mainly want to sample and buy wine, though the desire to experience a region’s “sceneries, cultures, heritage and gastronomy” isn’t far behind, said Lhuillier.

    Les Sources de Caudalie is a five-star hotel and spa on the estate of the Chateau Smith Haut Lafitte vineyard near the city of Bordeaux.
    Jean Pierre Muller | AFP | Getty Images

    Others come to partake in wine-based activities, from winemaking workshops and grape-based wellness therapies to wine festivals and family activities in the vineyards, said Lhuillier. He called all of these “growing trends” in France.

    French vs. other tourists

    There aren’t many differences between French and foreign wine tourists, said Lhuillier.
    However, the French tend to look for more “authenticity” on their tours, he said. They usually want direct contact with a winemaker, he said, while foreign visitors have fewer qualms about being guided through a winery by a member of the estate staff.

    The Mediterranean Sea from Chateau Maravene in Provence, France.
    @Atout France Thibault Touzeau

    “Another difference … is that French wine tourists are less likely to pay for a visit and tasting than their foreign counterparts,” said Lhuillier. “Some French wine tourists still think that … if they are buying the wine than they shouldn’t be expected to pay for the visit.”
    But this is now changing, he said, especially since “visits have considerably grown in content and quality.”

    “Well-hidden secrets”

    “As a general rule, the bigger the brand the more foreign wine tourists are likely to visit,” said Lhuillier.
    However, an “American wine buff who has been on several wine trips in France is much more likely to try Jura … than a Parisian who’s only had a single wine tasting weekend in Champagne.”
    Jura is one of six “well-hidden secrets” that Lhuillier recommends. It’s one of the smallest wine regions in France and home to some of its most beautiful villages, he said.
    The “heart and soul” of the area, is its vin jaune (yellow wine), which is celebrated on the first weekend of February during a massive festival called La Percee du Vin Jaune, he said. This year, the event has been moved to April.

    Atout France’s Martin Lhuillier singled out Jura’s Chateau-Chalon as one of the most beautiful villages in France.
    @Atout France Gilles Lansard

    Corsica is a well-known tourist hotspot, but its “spectacular island vineyards are not as famous,” he said. The same applies to Ardeche, a sub-region of the Rhone Valley, which has “larger than life wines and … amazing wine tourism experiences, such as its underground wine tastings.”
    Between Burgundy and the Rhone Valley sits Beaujolais, which is known for its Beaujolais Nouveau wine, produced from the gamay grape.
    The area is “known locally as the Tuscany of France for its sceneries and art of living,” said Lhuillier. “It is within an hour’s drive of … Lyon, which happens to be the capital of French gastronomy.”

    Beaujolais is home to 10 crus, or top villages and wine growing areas, such as Saint-Amour, Fleurie (seen here) and Chiroubles.
    @Atout France Olivier Roux

    Lastly, South West France, called “Sud-Ouest” in French, is a huge wine-producing region with big names and “off the beaten track” gems, said Lhuillier. He recommends two areas not far from the Spanish border: Jurancon, where “the region’s Indian summer and the warm wind offer an exceptional sweet wine,” and Irouleguy, “the smallest of France’s mountainous wine region deeply rooted within Basque Country.”
    He also recommends the vineyards around Bergerac and Duras, south of Bordeaux. Lhuillier called the area an unspoiled “natural jewel” and a “growing destination for wine tourists rooting for sustainability.” More