Provence toasts US success

Provence toasts US success

Provence wine growers will next week welcome a delegation of buyers from the US to a backdrop of spectacular growth in exports of rosé to the market, trade body the Conseil Interprofessionnel des Vins de Provence (CIVP) reveals.

Figures released by the association earlier this week show that, for the 12 months to the end of June, exports of Provence wines to the US soared by 53% in volume and 70% in value - by far the southern France region's biggest market for international sales.

"The demand from American consumers is on a strong growth curve with exports of Provence wines to the US this year totalling 9.6m bottles, rosé accounting for 94% of the total," said the CIVP.

Since 2011, the CIVP has spent EUR500,000 annually on a marketing and promotional campaign pitched at wine professionals and the trade media in the US.

"With an average FOB/ex-cellar price of EUR5 per bottle, Provence rosé is well-positioned in the US market," the CIVP added.