Protection of the Provence name
Over the last ten years, Provence wines have been enjoying significant growth building a strong international reputation for the quality of their wines.
This growth can be partially associated with the joint efforts of the Centre du Rosé and the Provençal winegrowers, tirelessly working on the quality of their wines. It also resonated with consumers looking for products that are authentic and celebrate conviviality and the celebratory lifestyle.
In order to ensure the consumer continues to enjoy the quality of wine they expect when opening a bottle of Vins de Provence Rosé, the protection of the Provence name has become a priority. The Côtes de Provence Syndicate, together with the CIVP (see about Provence wines below) has, since 2016 been implementing a rigorous policy of defending the mention of “Provence” in relation to the origin of wines.
Provence is a unique winemaking region in the South of France. The region’s climate, soil, strict conditions of production as well as its long history of winemaking combine to bring unique characteristics to its rosés. Vins de Provence wines can therefore only be produced in one place: Provence appellations. Defending and promoting this iconic region and name is vital to offer consumers the guarantee that what they buy and consume is indeed an AOP designated quality wine.
Recent years have seen the development of rosé cuvées referring to (or using) the Provence origin, although they do not reach the strict quality level that is required to be able to be called a Provence AOP wine. The use of place names for wine – whether in labels, brands, promotional materials, advertisements or otherwise – should not mislead consumers as to the origin of the grapes in that wine. This leads to deception or confusion in the mind of the consumer. Each observation leads the Provence associations to contact the brands concerned to get them to change their labels or their communication, much like the producers of Champagne do in protecting their wines and place of origin brand.
The 3 AOPs (Côtes de Provence, Coteaux d’Aix-en-Provence and Coteaux Varois en Provence) and the entire Provençal sector are therefore rallying more than ever to raise awareness and provide support. A budget of $230K (AUD) was dedicated to this mission in 2020 with continued support planned for 2021.
How to recognise a Vin de Provence?
One of the following AOPs must be mentioned on the label:
About Provence Wines
Vins de Provence, the oldest vineyard in France, brings together three appellations d’origine contrôlée spanning close to 200 km, between the Mediterranean and the Alps, across the departments of Bouches-du-Rhône, Var and a commune within the Alpes-Maritimes: the AOC Côtes de Provence, AOC Coteaux d’Aix-en-Provence and AOC Coteaux Varois en Provence. These are united under the Conseil Interprofessionnel des Vins de Provence (CIVP), and bring together some 494 private wine producers, 63 cooperative producers as well as 90 wine traders. Rosé wine is a historic specialty of this wine growing region and represents 90% of wine production. It is intimately linked to Provence’s identity, sharing the same values of authenticity, sensoriality and audacity. Today, 38% of French AOC Rosés wines and 4.2% of Rosés in the world hail from Provence and there are renowned for their signature style – pale pink, dry and aromatic.
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