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Perpetuating Provence’s leadership

Mardi 13 mars 2018 par Vitisphere

“How do we plan to safeguard the success that has come fairly recently? Fifteen years in the world of wine is a very short time”, stressed Jacques-Olivier Pesme on February 23rd in Toulon.“How do we plan to safeguard the success that has come fairly recently? Fifteen years in the world of wine is a very short time”, stressed Jacques-Olivier Pesme on February 23rd in Toulon. - crédit photo : Centre du Rosé

Gains achieved in a booming market are not necessarily secured forever. There is no doubting the success of Provence rosés, but the achievements are still in the early stages and therefore remain fragile," claimed Jacques-Olivier Pesme, director of the Wine and Spirit Academy's Centre for Expertise at the Kedge Business School, on February 23rd, during a series of workshops designed to tackle the issue of how best to “perpetuate the leadership of Provence rosés through to 2030”. The retreat, which took place on the Kedge campus in Toulon and was moderated by strategic expert Pesme, was attended by around forty representatives from the Provence Wine Marketing Board (CIVP), producers’ organisations, chambers of agriculture, the Var Chamber of Commerce and Industry and the Provence Rosé cluster. As the first work session, it set out a framework for a collective thought process.

"The rosé market has become a magnet for the industry. This is just the beginning of the story," pointed out Pesme, who believes that in all likelihood consumption of rosés will increase, the challenge is ascertaining the time frame. Despite this, Pesme claimed that “Responding to growth requires skills”.

Energising the sector through collaboration

The planned training and research platform must respond to the growing needs of viticulture, oenology, marketing and wine tourism. The aim is that a tool such as this could structure Provence’s wine industry, whilst positioning it as a world benchmark for rosés.

 

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