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Provence aims to double UK?market share by 2009

Published:  23 July, 2008

The generic body responsible for Provence wines is to make a big push in the UK?market, and intends to double its market share within two years.

Nathalie Chassard, marketing manager for the Conseil Interprofessionnel des Vins de Provence (CIVP), told Harpers that the organisation would be investing in an attempt to increase its annual sales of 500,000 bottles in the UK. It has also commissioned Wine Intelligence to conduct research on UK?consumers.

She said: Within three years, Provence has seen growth of 165%, but from a low base. Why we believe in the Provence offer is because consumers' taste in the UK?is becoming more and more sophisticated, and they are buying drier styles of ros.

We do not want to compete with the US - you taste a Californian ros, and you get 17 grams of sugar! But when you taste one from Provence, it's much drier, and the maximum level allowed is only 3.5 grams per litre.'

Latest statistics show that Provence ross make up only 2.7%?of French ros exports to the UK, behind Vins de Pays (60.2%), Loire (24.4%) and Rhne (4%). At present, the average UK consumer drinks 1.5 litres of ros a year, which is forecast to increase to 2.25 litres a year by 2010.

Harpers also understands that the CIVP?will be teaming up with its Rhne counterpart to market its ros wines together, with shared tasting tables at events such as the London Wine Fair and Vinexpo.

And in terms of advertising, Chassard promised that the CIVP?will commit some resources' once the research had been completed, but said it was too early to elaborate on the medium, be that television or print, adding:?We do not have the Bordeaux budget.'