FRANCE’S PROVENCE TO BOOST PROMOTION OF ROSÉ WINES IN ASIA-PAC MARKETS
By Siulan Law Mathews DipWSET
Leading rosé producing region France’s Provence will increase its promotional and marketing budget by 25% next year to boost publicity in the Asia Pacific region.
In the AGM of Conseil Interprofessionnel des Vins de Provence (CIVP), held early this month, it was decided that the promotion budget for 2020 will be increased to €6.82 million from €5.45 million this year.
Majority of the increased budget will be spent in markets in the Asia Pacific region including China, Japan, Hong Kong, Singapore, Korea, Australia, New Zealand and ASEAN countries where the potential for growth is huge.
CIVP is intending to maintain the same promotion budgets in its two main markets, namely North America and the United Kingdom.
The organisation understands that it needs a strategy to maintain its position as the world’s leading Rosé producer at a time when it lacks the volume to meet demand, pushing the prices of its products constantly upwards.
“We are at a crossroads!” Chairman of CIVP, Jean-Jacques Bréban, said at the AGM.
He said rival regions in France like Languedoc, Bordeaux, Beaujolais and Côtes-du-Rhône are ramping up their supplies of rosé wines. At the same time, rosé production is also growing in the United States, Australia and Italy.
In response to the ever-increasing competition, the CIVP’s marketing board has decided to go down the path of premumisation and market diversification.
With a budget 25% bigger than it is now, the board will focus on promoting Provence rosé as a premium product particularly in those fast growing markets in the Asia Pacific region.
In CIVP’s development plan, production of Provence rosé will reach 1.2 million hectolitres (hl) within 5 years, of which 650,000 hl will be consumed in the French market and 550,000 hl will be exported.
(the writer can be contacted at: SLawMathews@thewinechronicle.com)
**IF YOU THINK THE WINE CHRONICLE IS WORTH SUPPORTING, PLEASE MAKE A DONATION TO HELP US IMPROVE AND CONTINUE OUR WORK**
TRENDING│ FOCUS│ SERVICES│ ABOUT US│ CONTACT