Provence continues forward-march in US
The city of Miami, which played host to Vinexpo Americas last month, cemented its position as a strategic gateway for rosé brands wanting to access both the US and South American markets.
As the largest export market for Provencal rosé, both in volume and value, the United States remains central to Provence’s global strategy. But at Vinexpo Americas held on Miami Beach (29-30 April), Wines of Provence made it clear that maintaining that position is only part of the story.
As the US continues to account for a significant share of exports, Florida stands out as a stronghold market. Its climate, hospitality-driven economy, and lifestyle-led consumption have long made it a natural home for rosé. In particular, Miami offers a combination of visibility and cultural alignment that few other US cities can replicate.
With domestic consumption in France softening and trade conditions in key export countries becoming more complex, there is also a growing need to reduce reliance on a limited number of markets.
“Before, it was very ‘USA, USA, USA,’” said Manon Penot, events project manager for Conseil Interprofessionnel des Vins de Provence (CIVP). “But now we need to maintain the US while also opening new markets.”
Miami heat
Miami plays a strategic role in that evolution. “Miami allows us to stay strong in Florida while also reaching new countries in Central and South America,” said Penot.
At this year’s show, exhibitors from Provence reported meetings with buyers from markets including Brazil, Mexico, and Argentina, regions where Provencal wines have historically had limited presence but are now seen as areas of potential growth. At the same time, the region is focused on maintaining visibility in the US, where competition continues to intensify.
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When asked why the CIVP had chosen to participate in the Miami Beach-based Vinexpo Americas for the last two years, Penot replied, “We need to show that we are still here, and that we continue to invest in this market.”
Stronghold of well-known rosé brands
That region-wide visibility is important given the dominance of a handful of well-known Provencal rosé brands, which have established strong recognition among American consumers. The CIVP is looking to broaden that perception by highlighting the range of styles, price points, and production approaches that extend beyond the most visible labels. The best way to do that is to provide an opportunity to meet the people making the wines and help buyers to better understand the region.
Therefore, the organisation’s role at Vinexpo Americas was less about direct business and more about providing logistical support, visibility, and a platform for connection. Some of the exhibitors attending the fair with the CIVP had importers only in a few states, while others had none at all and were seeking representation.
“If our exhibitors end up finding the right contacts and new importers, then the show was successful,” Penot said.
While the results of those connections may take some months to materialise, early feedback from Provence producers who attended this year’s event has been positive. Several indicated interest in returning to the show next year, despite current insecurities about the political atmosphere in the US.
For the CIVP, the path forward is not about replacing established markets, but reinforcing them while carefully expanding into new ones, a balancing act that reflects the realities of today’s global wine trade.
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