Provence rosés post best export performance in 2020

Tuesday March 23 2021 by Vitisphere

 Lack of consumer trade fairs and the prolonged closure of restaurants nevertheless had an impact on the region. Lack of consumer trade fairs and the prolonged closure of restaurants nevertheless had an impact on the region. - Photo credit : CIVP

We’ve fared pretty well”, Brice Eymard, managing director of the Provence wine marketing board CIVP, told AFP on 15 March. “Sales of wines marketed by the supply side dropped by 7% in 2020 compared to 2019, at 1 million hectolitres, but we continue to gain ground in export markets (+6% to 430,000 hl) while all the other regions fell, except Burgundy”.

Export sales of the region’s three AOCs – Côtes de Provence, Coteaux d'Aix-en-Provence and Coteaux Varois en Provence – increased by 5.6% to 4.9 million 12-bottle cases in 2020, while all French appellations except Burgundy (+1.4%) and liqueurs (+4.5%) declined, most notably Champagne (-17%), according to the French federation of wine and spirits exporters FEVS. Provence rosés, whose star estates continue to attract investors, such as Chanel’s recent expansion on the island of Porquerolles, also grew slightly in value by 0.7% to around 297 million euros in 2020, according to the FEVS. Provence ranks 6th among French wine regions by value.

France ranks first for the price of its rosés in export markets, mainly due to improved quality. The price of a bottle of rosé starts at around €15 and can top €100 for certain labels by Château d'Esclans, which was bought by LVMH's subsidiary Moët Hennessy at the end of 2019. Supermarket sales of Provence rosés also increased by 2% (to 290,000 hectolitres) and the peak in cellar door sales to summer holidaymakers almost offset losses incurred at the beginning of the year.

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