Provence wine ramps up marketing activity

The Conseil Interprofessionnel des Vins de Provence (CIVP) has unveiled its latest marketing plans in the UK.

The integrated programme, spanning across trade, consumer and social media platforms, focuses chiefly on the Vins de Provence’s Rosé wines’ premium positioning, while highlighting the style’s suitability for all occasions.

The council will be starting off the campaign with a dedicated training programme designed to educate and engage the trade on the diversity of Vins de Provence’s Rosé wines. The sessions will focus on an in-depth tasting of wines from Vins de Provence’s three main appellations: Côtes de Provence, Coteaux d’Aix-en-Provence and Coteaux Varois en Provence.

This initiative will follow the launch of Air Provence, a trade event promoting the regional identity of Provence’s largest appellation, Côtes de Provence. The first edition, taking place in Provence on 6-7 April, will gather together some 200 producers from across the region, offering visitors the chance to meet winegrowers, taste a diverse range of wines, and attend masterclasses and vineyard tours.

This spring, Vins de Provence will return as a headline sponsor at London Wine Week from 18-24 May at Flat Iron Square near Borough Market. The Vins de Provence bar will also be popping up at Foodies Festival Brighton from 8-10 May on Brighton Hove Lawns.

The Provence wine region is France’s oldest and stretches from the Mediterranean to the Alps, spanning nearly 200 km in length. The region’s long-standing speciality, Rosé, accounts for 90 percent of production and their signature style – a pale pink, dry and very aromatic wine – has become the category benchmark.