|Provence rosé enjoys huge sales and volume increases in the UK|
|Written by Richard Siddle|
|Tuesday, 19 March 2013 10:50|
Rosé wine exports from Provence to the UK jumped 82% on volume and 37% on value between 2011 and 2012, according to new figures out this week.
Whilst rosé sales have suffered from other countries Provence rosé continues to drive the sector. As the largest global producer of AOP rosé wines, the CIVP (the Interprofessional Council of Wines of Provence) said the region has a crucial role to play in a category that has grown from 2.7% of the wine market in major supermarekts in 2000 to 10.8% in 2012, according to IRI figures.
CIVP trade research has shown that greater innovation and diversity in packaging has helped drive sales, with the magnum, in particular, becoming more popular in the off-trade.
The UK currently represents around 6% of the total worldwide exports of Provence rosé and is the sixth largest country for volumes. The CIVP is confident of further growing in 2013 on the back of further promotional and marketing activity.
It is looking to focus its 2013 UK activity around raising further awareness of the quality of Provence wine.