Provence rosés set out strategy for continued market leadership

Monday June 03 2019 by Vitisphere

 “Rosé is now drunk all year round”, commented Jean-Jacques Bréban. “Rosé is now drunk all year round”, commented Jean-Jacques Bréban. - Photo credit : Creative Commons CC0

Don't rest on your laurels and, more importantly, know how to manage success. This is essentially the message sent out by the Provence wine marketing board CIVP to its members. At a press conference on May 28, the chairman of the wine marketing board, Jean-Jacques Bréban, explained: “Prices are on the rise. We should not allow there to be a disconnect or let markets believe that our wines are unattainable and source them elsewhere”. A disconnect with other prices could jeopardise a success story reflected in the growth of acreage: Coteaux Varois rose from 2,700 to 2,850 hectares between 2017 and 2019, Coteaux d’Aix from 4,000 to 4,300 hectares and Côtes de Provence from 20,000 to 20,200 hectares (over the same period).

To support the development of vineyard acreage, Jean-Jacques Bréban suggested continuing to increase production potential at a rate of 200 hectares per year. “If we don't supply the market, the competition will get the distribution channels we won't be able to supply”, he warned. The growth in potential must be accompanied by involvement in the ecological transition movement. This includes developing organic and HVE-certified wines. The objective is to have 60% of vineyard area certified HVE (High Environmental Value) in 2024 and 100% by 2030.

The third prong of the CIVP's strategy is communication. “We have decided to move our activities upmarket. If we want to be ranked as premium, we have to find other arguments to define Provence”. In June 2020, the marketing board is launching festivities where it plans to welcome between 800 and 1,000 industry members so that they can discover the wines and wine region. “Marseille will be a great hub to showcase everything that makes Provence what it is!”

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