Provence jumps into action with a €21 million plan for exports

Friday December 20 2019 by Vitisphere

Provence has mobilised substantial resources to promote its wines in export marketsProvence has mobilised substantial resources to promote its wines in export markets - Photo credit : Vitisphere

Provence is making no bones about its intention of ramping up promotion in export markets. At its AGM on 5 December, the Provence wine council CIVP approved a three-year action plan costing €7 million a year, which includes drives in no fewer than 15 export markets. From 2019-2024, Provence’s producers have established a clear agenda: to support premiumisation of their wines; increase the share of exports from 37% to 45%; and diversify shipment destinations, particularly towards the Asia/Pacific region (especially China and Japan).

Increase awareness

Our actions in France and abroad are aimed at constantly increasing the reputation and image of our appellations across the globe. A levy increase is never taken lightly. This bold decision is a sign that producer companies are aware of the challenges to be met and the collective resources that need to be deployed”, claimed Jean-Jacques Bréban, chairman of the Provence wine council.

 

 

 

LEAVE A COMMENT

Processing

COMMENTS

No comments yet.

© Vitisphere 2020 - Tout droit réservé