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The rosé wines of Provence have shown the best French export growth in 2020, AFP learned Monday, March 15 from the Interprofessional Council of Provence wines (CIVP). It is therefore with considerable resilience and adaptability that they have been able to resist the pandemic but also the taxes imposed by Donald Trump.
Due to its quality, France is the most expensive country to export rosés. Generally speaking, the price of a good bottle of rosé starts at 15 euros and can go up to over 100 euros. This is the case, for example, of certain vintages of Château d’Esclans, an estate bought at the end of 2019 by the luxury giant LVMH and its subsidiary Moët Hennessy.
“We are not doing so badly: we have a drop in sales of wines marketed by the vineyard of -7% in 2020 compared to 2019 to 1 million hectoliters, but we continue to progress in exports (+6% to 430,000 hl) while all the others are falling, except Burgundy, “said Brice Eymard, director general of this association representing 600 wineries and merchants to AFP.
Sales of the three AOCs, Côte de Provence, Côteaux d’Aix-en-Provence and Côteaux Varois en Provence, showed an increase in exports of 5.6% to 4.9 million 12-bottle cases in 2020.
Unfortunately, all other French appellations except Burgundy (+1.4%) and liqueurs (+4.5%) fell back, according to the Federation of Wine and Spirits Exporters (FEVS), which groups 85% of French exporting companies. For example, champagne fell by 17%.
Provence’s rosés, whose estates continue to attract investors, increased slightly in value by 0.7% to around 297 million euros in 2020, according to the FEVS. Provence is the 6th largest French vineyard by value.
Concerning the (suspended) 25% surtax on French wines and spirits imposed by Donald Trump, it has led to a 6% drop in sales of Provençal rosés in the US in volume. However, this was offset by “an increase in rosé consumption abroad, especially in Great Britain, Canada, the Netherlands, Belgium and Germany”, according to Brice Eymard.
According to the latter, mass-market sales of Provençal rosés rose by 2% (to 290,000 hectolitres) thanks in particular to the summer tourist peak.
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