Wines of Provence rolls out new marketing initiatives to support industry key players
New York, NY, June 15, 2020 – The United States is the second largest rosé consumer market in the world – with an exceptional increase in rosé consumption in the space of 10 years (+45%). Through the obstacles of the global pandemic and the increased wine tariffs established earlier this year, Wines of Provence is prioritizing solutions to ensure that U.S. restaurants and retailers feel their support amidst stark changes to everyday life.
Creating Maps to Better Support Restaurants and Retailers
Confirmed in May 2020, the Wines of Provence program will heavily rely on bringing visibility and driving sales to restaurants and retailers. As such, a series of interactive rosé maps in New York, Los Angeles and Chicago will be developed to highlight point-of-sales with a wide selection of Provence rosés that offer pick-up services.
Offering Virtual Wine Education
Wines of Provence also pledged to offer wine education webinars to further educate and entertain consumers online. Featuring a diverse set of guest sommeliers, the three-part webinar series will introduce Provence rosé through a multi-pronged digital program rooted in virtual experiences and content to drive product trial.
Engaging with the Trade at SommCon
Wines of Provence will participate in this year’s SommCon conference hosting an exclusive webinar as well as five subsequent tastings. Wine of Provence will also produce a collection of knowledge through a series of four in-depth articles, delivering quality content to sommeliers and members of the Trade showcasing Wines of Provence as an innovative leader in its category.
Doubling Down on Social Media Activities
Finally, Wines of Provence will activate this summer a new Instagram and Facebook digital experience centered around weekly rendez-vous with chefs, sommeliers, and industry influencers. These live meetings will allow the Provence rosé community to learn more and further appreciate Provence rosé not as a Summer-only indulgence but as a year-round wine of choice.
Now more than ever, people are craving connection and what better way to do so than through wine. Through the implementation of these initiatives, Wines of Provence wishes to send a message of strength and support to their valuable partners and industry peers and remind their loyal community of the essence of the Provence Rosé lifestyle: enjoying life!
About Wines of Provence Wines of Provence, known in France as the Conseil Interprofessionnel des Vins de Provence (CIVP), is an organization representing over 647 wineries and trade companies from the Provence region. Its mission is to promote and advance the wines of the organization’s 3 appellations, Côtes de Provence, Coteaux d’Aix-en-Provence and Coteaux Varois en Provence. Members together produce 96% of Provence’s Appellation d’Origine Protégée (AOP) wines, 170M bottles in 2019 Wines of Provence is the global leader for premium rosé wine, accounting for 38% of domestic and 4.2% of global rosé production. The U.S. is Wines of Provence’s first export market, 45% in volume of its exports.
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