Eric Pastorino, President of the Conseil Interprofessionnel des Vins de Provence and President of the Syndicat des Côtes de Provence, discusses what makes Provence Rosé so special in an exclusive interview with The Daily

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What are you presenting at Wine Paris & Vinexpo Paris 2023?
We are thrilled this year to have 87 winemakers & wine merchants from the 3 flagship appellations of Provence Wines (namely Côtes de Provence, Coteaux d’Aix-en-Provence and Coteaux Varois en Provence) present at the tradeshow, which is a number growing each year ! 
Aside each winemaker’s & wine merchant’s stand, the Conseil Interprofessionnel des Vins de Provence team is holding a dedicated area to Provence Wines, gathering 105 Rosé Wines available for tasting and an educational map of the vineyard. 
This year we are particularly excited to launch the brand new advertising campaign, which will be the first time that the public will see it live ! 

Can you tell us about your new advertising campaign Les Rosés de Provence? 
After several months of work, we are delighted to present our new advertising campaign in Wine Paris ! 
This new campaign is the first milestone in the brand strategy promoted by the CIVP : it brings freshness, modernity and authenticity ! 
It was designed by the Parisian agency Jésus et Gabriel, known for its creations for France Culture, Libération, Eurostar, Cinna, Drouot and Naturalia among others. 
It consists of a series of three visuals showing a woman and two men from the new generation of bartenders, photographed in bars and restaurants in Provence in order to highlight the origin of rosés from Provence. 
The campaign “Des rosés qui se distinguent” reflects the unique style of the Wines of Provence and their origin, symbolised by the landscapes, the vegetation and luminosity of the region. 

What are the latest trends shaping the world of Rosé in 2023? 
The global market for rosé wine is significant, with one in every ten bottles drunk being a bottle of rosé. In addition, the consumption of rosé has jumped by more than 20% since 2002. Provence, a long-standing rosé specialist, is France’s leading wine region for the production of AOP rosé wines, accounting for 40 to 45% of production. In this sense, our ambition is to strengthen the leadership of our collective premium brand ! 

Can you tell us about your event Vins de Provence which is taking place in Marseille? 
Vins de Provence Experiences is a professional event dedicated entirely to Provence Wines. For this very first edition, we will welcome 200 winegrowers and merchants to present their wines to an audience of 600 journalists, influencers and major buyers from around the world. The event will take place from February 27 to 28 at the Palais du Pharo in Marseille (France). The ambition of this event is to create not only a trade fair to meet winemakers & merchants but also an immersive experience to discover and promote our Provençal cultural heritage, with gastronomy shows delivered by local chefs with the unique presence of Chef Alexandre Mazzia, holder of three stars in the Michelin guide, at the head of one of the best restaurants in the world. Visitors will also have the chance to attend economic and technical conferences & masterclasses. Finally, we are very pleased to welcome exhibitors and some visitors to an evening at the Palais de la Bourse in Marseille, a prestigious venue for sharing. 
If you are not registered yet, please come and meet the team or scan this QR code at the end of the article 

Why is it important for the industry to meet at global events like Wine Paris & Vinexpo Paris 2023? 
For the Provence Wines winemakers & merchants, as well as the Conseil Interprofessional des Vins de Provence, it is really important to be present at global events like Wine Paris, to meet and exchange with French and international professionals from various markets. It is a key moment for the actors of Provence Wines not only to present & serve their wines, as well as their new 2022 vintages, but also to announce the latest news about Vins de Provence, including the Vins de Provence Expériences event and the new advertising campaign. 

Follow this link to register to the event Vins de Provence Experiences !
http://www.vinsdeprovence-experiences.com

PROVENCE ROSÉS’MAIN MARKETS AT A GLANCE 

A market structure that now reflects a good balance between the various distribution networks. 

The distribution for Provence rosés can be broken down between super/hypermarkets which account for around 25%, exports around 42% and other channels 33%, according to figures by the Conseil Interprofessionnel des Vins de Provence (CIVP). Over the past five years, exports of Provence rosé have jumped by 64% in terms of volume and 100% by value over five years. There are eight key target markets for Provence rosés between 2023 and 2025, including the United States, Canada, Australia, England, Belgium, Germany, Netherlands and Switzerland.