While production is stable, the export business has picked up speed. Export sales, particularly to the US and the UK, have more than quadrupled in ten years.
And the average export price of a bottle of rosé has gone in one direction only: up.
Marketing structure
The region has built up its prestige and image mainly through bottled wines. The majority of the wines, however, are traded in bulk; bottled wine sales account for only a third of sales.
Unchanged momentum
Eva-Maria Cromm (CEO of best-rose.de) is certain that Provence will continue to maintain its place as a pioneer in the rosé wine market and that the region will endure beyond trends.
"The remarkable dynamism of Provence rosé is fueled by the current lifestyle trend: no product of the region is able to represent it more comprehensively and in a more contemporary way than rosé. A lot of emotion plays into it, as well as beauty and a trend, which can be marketed successfully. We have seen how a special label or an eye-catching bottle shape, for example, can support a wine.
In addition, of course, the quality and taste of the wines remain decisive. Increasingly, winegrowers in the region are focusing on sustainable cultivation methods, also to meet consumers' growing demand for ecologically responsible wines."
