Provence rosé sales increase in the UK

Exports of rosé wine from Provence to the UK have jumped 82% on volume and by 37% on value from 2011 to 2012, according to the latest figures from the Provence Wine Council (CIVP).

Rosé wineThe UK market now represents around 6% of the total worldwide exports of Provence rosé, the sixth largest country in terms of volume.

In a statement Provence Wines said: “With more and more consumers seeking quality over quantity and greater attention paid to marketing rosé as a smart and versatile wine, it is becoming increasingly popular in the UK.

“In the year 2000 rosé represented just 2.7% of the wine category within major multiples. In 2012 this figure was 10.8%.

“The perception of rosé is also changing with a stronger focus on food matching as well as an increase in year round consumption. Furthermore, the diversity of packaging has been a great support to the sales, with the magnum format becoming ever more popular within the off-trade.”

The CIVP is planning a range of marketing activities for 2013, which its statement added will be “focusing on raising awareness about the quality of wine from Provence in the hope that we will see an increasing demand from the consumers, and more pink in the wine industry over the coming years.”

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