Provence Sets New Record in Wine Exports to U.S.

Provence has seen record-setting growth in the exportation of rosé and red wines to the United States. According to 2010 year-end figures from the French Customs agency, exports of rosé and red wines from Provence to the U.S. jumped 132% by value and 85% by volume in 2010 compared to 2009. These percentages are the region's highest ever, and they rank Provence as the fastest-growing French region in wine exports to the U.S.

"Americans are discovering the versatility of Provence's traditional dry rosé, which combines the character of a red wine with the crispness of a white," said Julie Peterson of the CIVP/Provence Wine Council's U.S. trade office. The export numbers also show that the supply chain is growing stronger, Peterson said. For more details, see this news release.

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SALES TOOLS

Just Released: 2011 Provence Wine Buying Guides

The 2011 Provence

• Download a PDF from our online Trade Toolkit – where you'll find everything you need to pull off your summer rosé promotions!
  
• Request a hard copy by emailing provence@awscorp.com (please include your mailing address and which regional edition you'd like).

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PROMOTIONS

Summer Rosé Tastings: “The Dry Pink” to Be Poured at Premier Retailers

Building on the success of last summer's rosé tasting program, Côtes de Provence is launching its 2011 tasting series under the banner “Provence Rosé: The Dry Pink.” Designed to attract and educate consumers, these tastings will take place in high-end independent wine shops and restaurants in three key markets:

• New York/the Hamptons – Astor Wines & Spirits, Columbus Circle Wine & Spirits, Sag Harbor Liquor Store, and more
• Boston – BRIX Wine Shop, Federal Wine & Spirits, and more
• Los Angeles – Bristol Farms, The Wine House, and more

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Provence Promotes Rosé Category Through Strategic U.S. Sponsorships

As the average price of rosé wine in the U.S. trends upward, Vins de Provence is focusing on promotional events at the higher end of the market. Consumers who know Provence and have an affinity for the Mediterranean lifestyle are most likely to embrace rosé and spread the word. Here, then, are a few of our sponsored events:

HAPPENING SOON

Food & Wine Classic in Aspen [June 17-19] – This acclaimed festival targets well-heeled consumers, members of the restaurant industry, and the press. Seven domaines from the Côtes de Provence appellation will be on hand, pouring their dry rosés. You can register for the weekend here.

Condé Nast Traveler Book Launch [June 28] – Vins de Provence will introduce the region and its wines at this celebration of new books by Condé Nast Traveler editors Gully Wells (The House in France) and Tony Perrottet (The Sinner's Grand Tour). The invitation-only event will be held at the exclusive Soho House New York.

Bastille Day on 60th Street, NYC [July 10] – As the exclusive sponsor of this open-air festival, Vins de Provence celebrates the historic friendship between France and the U.S., and commemorates France's Independence Day. The annual event attracts up to 25,000.

Rosé Tasting Lunch for Media [July 19] – Held at the height of rosé season, this tasting at NYC's hottest new French restaurant will feature some of Provence's best wines.

RECENT HAPPENINGS

James Beard Foundation Awards Reception – More than 1,000 guests attended the gala reception celebrating the “Oscars of the food world” in May. Vins de Provence and a select group of producers were sponsors, sharing their love of dry rosé with award winners and guests.

Pink Out! SF Rosé Celebration – Making its San Francisco debut, Vins de Provence was the only French region pouring at this annual American celebration of rosé wine in May.

French Consulate's Paris Fashion Event – The Consulate General of France in New York hosted a networking evening in May to promote the Paris fashion and home décor industries. Five French tradeshow organizers joined 100 U.S.-based designers, retailers, and VIPs for the event. Provence domaines pouring their wines included Cercle des Vignerons de Provence, Château Coussin, Château Léoube, and Domaine de la Sauveuse.

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Provence Wines Shine in International Competitions

Provence producers took home 143 medals for AOC wines at the 2011 Concours Général Agricole de Paris (General Agricultural Competition of Paris) in February. Included were 23 gold, 27 silver, and 31 bronze awards for the 2010 AOC rosés. See the winners on our Wine Awards page, which also lists results from the 2011 Concours des Vins de Provence à Saint Tropez and the 2011 Mondial du Rosé.

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LEADERSHIP

Rosé Research Center Plays Role in Enhanced Wine Quality

Center for Rosé Research

The Center for Rosé Research and Experimentation (Centre de Recherche et d'Expérimentation sur le Vin Rosé) was established in Provence in 1999 and is the world's only scientific organization specializing in rosé wine. The Center has three areas of focus:

• Research: Scientists are developing a body of technical data to quantify and explain what was previously only observed. Topics include rosé production techniques, color and aroma differentiation, and terroirs.
• Technical information: Applying its findings, the Center develops technical kits and recommendations for producers on improving worldwide rosé quality and diversity.
• Training: The Center creates training materials for producers and holds conferences and seminars for producers, oenologists, agents, distributors, sommeliers, etc.

Rosé Wine Economic Institute

Provence's winemaking community is also working to establish an international reference center on rosé wine – a knowledge bank where information about rosé wine can be collected, analyzed, and synthesized. Topics will include economic measures and consumer perceptions related to rosé.

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EDUCATION

How to Become a Provence Wine Master

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TERROIR SERIES

The High Country of the Côtes de Provence AOC

Côtes de Provence, the largest appellation in Provence, is diverse in geology and climate. To the north of its coastal region and inland valley (profiled in previous newsletters) rises a Triassic plateau called le haut-pays, or “the high country.” This zone, colored purple in the map below, consists of a series of limestone hills that have been worn down by erosion. Here, on the chalky slopes, plateaus, and high terraces, many of the appellation's vineyards are found. The soil is a sand-clay mix that can be yellow or reddish-brown.

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EVENTS

Vins de Provence at Vinexpo: June 19-23

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TRAVEL

Register Now for the October 2011 Trade Trip

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