Provence wines bolster their marketing budget by 25%

Wednesday July 10 2019 by Vitisphere

 The marketing board also wants to consolidate its position in the French market, where Provence is losing market share. The marketing board also wants to consolidate its position in the French market, where Provence is losing market share. - Photo credit : Marion Sepeau Ivaldi

We are at a crossroads!” claimed Jean-Jacques Bréban, chairman of the Provence wine marketing board CIVP at the organisation’s AGM on 4 July. Provence, which is the undisputed global leader of rosé wines, needs to be able to maintain its position at a time when it lacks the volume to meet demand, pushing its prices constantly upwards.

The stage is set for rival regions to plug the gap and Languedoc, Bordeaux, Beaujolais and Côtes-du-Rhône are ramping up their supplies of rosé wines. Overseas, rosé production is also growing, particularly in the United States, Australia and Italy.

To tackle the economic and competitive implications of this situation, the marketing board has come up with a three-pronged development plan: image and premium positioning; market diversification; and reducing the region’s environmental footprint and adapting to climate change. The development plan has set an objective of marketing 1.2 million hectolitres within 5 years, i.e. 650,000 hl for the French market and 550,000 hl for exports.

To achieve this objective, the CIVP voted to increase its promotional and market monitoring spend to €6.82 million in 2020, up from €5.45 million in 2019. For exports, this implies giving a real boost to Asia/Pacific (China, Japan, Hong Kong, ASEAN, Singapore, Korea, Australia and New Zealand) where sales volumes are still low. The board also intends to maintain the same level of promotional investment in its two main markets, North America and the United Kingdom.

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