Provence wines come out smelling of rosés in their new communications plan

he three barmaids who posed for the new advertising campaign for Provence appellation wines were, befittingly, all dressed in pink, the wine region’s flagship colour, and the source of its success in France and overseas. Its success has fuelled the region’s move upmarket – price points for Provençal rosés have practically doubled in ten years in French supermarkets – as well as a shift towards export markets, which now absorb more than 40% of the region’s marketing volumes.

The new advertising campaign has been designed to accompany these changes. “It aims to mirror the strong premiumisation of our rosés over the last few years”, stressed Carole Guinchard, marketing and communications director with the Provence Wine Marketing Board (CIVP), who presented the main thrust of the campaign on 25 January in Marseilles, southern France, alongside Éric Pastorino, its chairman, and director Brice Eymard. The campaign also aims to differentiate Provençal rosés from pink wines from other regions which have embraced the same colour tendency and striven to ride the crest of Provence’s wave, to varying degrees of success.