In an exciting development for Roussillon wines, the Conseil Interprofessionnel des Vins du Roussillon (CIVR) has launched a proactive three-year campaign to increase the visibility and sales of these exceptional wines in the UK.
This initiative seeks to empower local producers and importers while providing a platform for showcasing the distinctive offerings from this celebrated region in southern France.
Engaging Activities and Outreach
The campaign will feature a variety of engaging activities, including media engagement, educational workshops, and tasting events specifically designed for merchants, retailers, sommeliers, and restaurateurs.
Through these efforts, CIVR aims to highlight the unique qualities and potential of Roussillon wines, inviting key industry players to explore what these vintages have to offer.
Additionally, to strengthen relationships and enhance understanding, CIVR is organizing press and buyer trips to Roussillon during the spring and early summer.
These visits will allow stakeholders to experience the wines and their production processes directly, creating a deeper appreciation for the region’s craftsmanship.
Market Trends and Growth
Recent figures illustrate a positive trend in the export of Roussillon wines to the UK market.
The share of these wines within total exports has risen from 5% in 2022 to 7% by 2024, reflecting not only higher volumes but also an increase in market value.
Today, the UK ranks as the sixth-largest importer of Roussillon AOP wines and holds third place for imported fortified sweet wines, known as Vins Doux Naturels.
Remarkably, this upward trajectory is occurring even after the Bureau de L’Occitanie decided to close its London office, which had been operational for 17 years.
Optimism for the Future
Eric Aracil, co-director in charge of exports at CIVR, shared his optimism about the future of Roussillon wines in the UK.
He pointed out the strategic importance of this market, highlighting how the quality and character of Roussillon’s AOPs and IGPs resonate well with consumers in search of authentic wine experiences.
Aracil mentioned that the campaign’s focus will be on building upon the success achieved over the previous three years, enhancing the profile of Roussillon wines even further.
The main objective is to strengthen the sales efforts of local producers and their UK importers, particularly within the on-trade sector and among independent retailers.
Source: Harpers
