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Wines of Roussillon support UK with new three-year campaign
Wines of Roussillon have launched a new three-year promotional campaign targeting the UK after seeing sales rise by nearly 50% in the first six months of last year on the back of a marketing push.
The Conseil Interprofessionnel des Vins du Roussillon (CIVR) said the new campaign reaffirmed its commitment to the key UK market and would raise the profile of the region as well as supporting the commercial efforts of its wine producers and importers. Currently, the UK accounts for 5% of Roussillon’s total exports in volume and 6% in value, with the vast majority – 91% being made up of Roussillon’s dry AOP wines.
According to the conseil, exports to the UK increased by 41% in volume and 48% in value compared with the same period in 2020 – a gain of xxx on the pre-pandemic 2019 figures. There was also an increase in the average price per bottle for the region’s AOP wines, it said.
Eric Aracil, co-director in charge of exports at the CIVR said the new campaign, which would run until 2024, came on the back of last spring’s comms push.
‘The communications campaign we kick-started in the UK in the spring of 2021 has given us great momentum,” he said. He noted that the UK was now the region’s 7th largest importer of AOP wines, and the number 1 export market for Roussillon’s Vins Doux Naturels (fortified sweet wines) by volume.
“The geographical location, topography and geology of Roussillon combine with our Catalan and viticultural heritage to produce wines with strong personality and defined character. Their quality, typicity, food friendliness and respect for the local environment, all appeal to UK consumers who are looking for great wines with authenticity,” he said.
As part of the campaign, the CIVR will host a series of events, including a trade and press tasting in London on 13 June where visitors will be able to meet Roussillon producers and taste their portfolios of still dry wines and Vins Doux Naturels (fortified sweet wines), a sommelier masterclass at 67 Pall Mall on 19 September and press and buyer trips to the region. Aracil will also host two masterclasses exploring some of Roussillon’s 14 AOPs and 2 IGPs as part of an exploration of the region’s appellations and styles.
The campaign will be supported by a sustained PR & marketing activity throughout the year.