Company Successfully Expands Category during Year-One Launch
New York, NY, November 2, 2018 — Created in early 2018, US importer Provence Rosé Group (PRG)—a subsidiary of MDVC with 4 leading Provence rosé estates—has made outstanding strides in distribution and recognition for its represented wines. Further, as one of the leaders in Provence, they are driving the conversation around the future of rosé with a newly formed “Provence Rosé Advisory Council.” The 4 Provence estates in the company’s portfolio include Château de Berne, Ultimate Provence, Château des Bertrands and Château Saint Roux—with the first three properties being the main focus for the US market at this time.
On October 9-11th, Provence Rosé Group hosted the first Provence Rosé Advisory Council meeting at the 5-star Relais and Châteaux property Château de Berne, located in Lorgues in the southern French region of Provence. Representatives from across the wine industry came together to discuss the current state of rosé wines and how they envision the category evolving in the future for the on-premise, off-premise and consumers at large. This year’s board members included: Jon McDaniel, sommelier and founder of Second City Soil in Chicago; Elizabeth Gabay, MW, author of Rosé: Understanding the Pink Wine Revolution; Kevin Pehlman, COO of Patrick Henry Creative Promotions in Houston; Birte Jantzen, DipWSET, wine educator and journalist in France, Germany and the UK; Brian Cameron, Director of National Accounts for Provence Rosé Group; Victor Lebel, Operations Manager of Provence Rosé Group; and Sebastien Latz, CEO of MDCV Provence.
A variety of topics were discussed over the 2 days, but several key themes emerged from the assembled group of rosé experts:
- Although the Rosé category continues to grow and become more competitive, there was a strong belief that there was a fight towards higher quality rosé; the Council also recognized the prevalence of “me too” rosé brands, and that increasingly buying decisions are being made based on quality and authenticity, not just price.
- Overwhelmingly the group understood rosé to be a core trend of the wine industry, not a passing fad. The versatility of the wine itself, how it can be enjoyed, how it is being developed and the choices available all point to it being here to stay as a stable category.
- There is continued evidence of rosé becoming less seasonal and exploration of the style being enjoyed year-round, as it pairs well with many dishes outside of the warmer months.
“It was vital to us to foster this discussion between wine professionals from around the world on rosé, as it is a category that is growing in popularity but sometimes looked at as a seasonal wine. It is important for us to look at how the category may evolve in the future so that Provence Rosé Group can help it get there,” says Bob Gaudreau, CEO of Provence Rosé Group.
Provence Rosé Group plans to continue to host the Provence Advisory Board again in 2019, with a larger group of wine professionals representing all facets of the industry, from distribution to journalism to sales.
“Rosé is a classic go-to for a restaurant by the glass, but I am seeing a greater demand for better choices in rosé offerings by the bottle. To match that demand from my guests, I am focusing on providing a great range of high quality rosés with authenticity for my wine lists. The quality of rosé selections are as important as the white and reds.” says Food + Wine Magazine’s 2018 Sommelier of the Year Jon McDaniel.
The only US wine importer specializing solely in rosé from Provence, Provence Rosé Group focused on four brands for its first year launch: Inspiration and Emotion from the Château de Berne and UP Rosé from Ultimate Provence. All three wines were well received with scores of 90 points or above. Robert Parker’s Wine Advocate rated Inspiration with 90 points, while Vinous scored UP and Emotion with 90 points as well.
Additionally, over the last ten months, the company has achieved distribution in over 40 states through partnerships with Republic National Distributing Company, Southern Glazer’s Wine & Spirits, Fedway, Martignetti, CDI, Empire, and MS Walker. The partnerships have resulted in placements in over 2,300 stores for the brands, including leading retailers such as Fresh Market, Wine.com, Total Wine, Spec’s and Central Market.
Provence Rosé Group is headquartered in White Plains, New York. For more information, visit www.provencerose.com.