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Provence Wines Council to ramp up rosé in UK

Published:  13 March, 2012

The Provence Wines Council (CIVP) is to launch a UK targeted marketing campaign, with a focus on rosé.

The 2012 UK programme will target both trade and consumer audiences through retail and on-trade promotions, digital communications, trade educational masterclasses, press trips and consumer events.

The campaign kicks off in the UK immediately after Prowein with a tasting aimed specifically at the blogging community and a trade masterclass 'Beyond Rosé' which is designed to illustrate its diversity in style.

At the LIWF, a comprehensive range of 45 rosé wines will be available for tasting, 
alongside red and whites from a broad range of producers.

Retail and on-trade promotions will then take place during the summer months to coincide with a series of consumer events.

François Millo, CIVP director, says: "The continued increase in demand for rosé wine has provided Provence with a powerful opportunity to capitalise on this market - our new campaign provides us with extra weight to develop the market and become the main wine producing region associated with rosé.

"Our campaign will be focused on education primarily highlighting rosé wine but also embracing all Provence wine styles and colours."

Provence is France's number one AOC rosé wine producing region accounting for 40% of all French rosé, and 8% of all the rosé in the world.

PR and marketing agency Westbury Communications will manage its campaign over the next year.