Promotion for UK indies to drive Provence rosé growth

By Jo Gilbert

Published: 31 May, 2016

Vins de Provence is launching a necktag promotion to support sales and drive awareness of Provence rosé wines in UK indies.

The free necktags are available to all retailers and importers who want to participate to help drive Provence rosé this summer.

The neck-tag offers consumers the chance to win a luxury three-night trip for two to Provence during the harvest-time months of September and October 2016.

To enter, consumers are required to purchase a bottle of Provence rosé wine with a promotional necktag featuring the unique code.

This code should then be entered and verified online.

Time for Provence

Last year's harvest in Provence produced 1.308 million hectolitres, according to figures from the region's marketing body, the Conseil Interprofessionnel des Vins de Provence.

The figure is slightly down on the 1.329 million achieved in 2014's bumper season, but still above the five-year average.

The volume equates to some 174 million bottles of wine, of which 88.5% are rosé, 8% red and 3.5% white.

Valérie Lelong, Export Communication Manager for Vins de Provence, highlighted the "key role" independents had played in contributing to Provence rosé's success.

"In the lead up to summer, we want to celebrate the UK market's growing interest in rosé wine," she said. "Independent retailers have played a key role in promoting the versatility of Provence wines to their customers.

"This necktag promotion has been designed to support their efforts in continuing to grow awareness and engagement amongst consumers."

Vins de Provence has produced 10,000 bespoke necktags and additional point of sale materials to support the promotion.

This includes a Time for Provence clock face, bunting, Édith Piaf music and French flags, for displaying in retail shops.

For any retailers looking for further information about the promotion or who wish to order necktags and POS for stores, contact claire@cubecom.co.uk or phoebe@cubecom.co.uk.

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