LIWF news: UK focus for Provence wines

Published: 24 May, 2012

The Provence Wines Council has set itself a mission of making the UK the second most important export market for Provence wines behind the US.

The UK is currently the fifth largest export market for Provence wines but Francois Millo, director of the CIVP, is hoping to change that with a UK targeted marketed campaign designed to give the wines "the same notoriety and image than Provence the region".

"Today the UK is at the fifth place in our exportation, I would like the UK to be at the second of third place in the market," he said. "Our objective is to increase exports to the UK but to maybe be more in value than in volume."

Millo believes the drive will take "one or two years" before being successful, he told Harpers, "but I'm optimistic".

Rosé will be the main focus for the generic, with a programme of activities targeting both trade and consumer audiences through retail and on-trade promotions, digital communications, trade educational masterclasses, press trips and consumer events.

Provence produces more than 80% rosé wines, according to Millo, and in its domestic market "more rosé is drunk than white". "In France 15 years ago 10% of consumption was rosé and now it's 26%," he said.

Millo believes the appeal of Provence rosé is its "approachable style", ability to match with food and its drier style. "When you look inside the category you notice dry rosé wine is increasing and sweet rosé is decreasing," he said.

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