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I REGION I FRANCE I ADVERTORIAL “Les rosés de Provence, des rosés qui se distinguent. ” at Wine Paris & Vinexpo Paris 2023 Eric Pastorino, President of the Conseil Interprofessionnel des Vins de Provence and President of the Syndicat des Côtes de Provence, discusses what makes Provence Rosé so special in an exclusive interview with The Daily What are you presenting at Wine Paris & Vinexpo Paris 2023? We are thrilled this year to have 87 winemakers & wine merchants from the 3 flagship appellations of Provence Wines (namely Côtes de Provence, Coteaux d'Aix-en-Provence and Coteaux Varois en Provence) present at the tradeshow, which is a number growing each year ! Aside each winemaker’s & wine merchant’s stand, the Conseil Interprofessionnel des Vins de Provence team is holding a dedicated area to Provence Wines, gathering 105 Rosé Wines available for tasting and an educational map of the vineyard. This year we are particularly excited to launch the brand new advertising campaign, which will be the first time that the public will see it live ! Can you tell us about your new advertising campaign Les Rosés de Provence? After several months of work, we are delighted to present our new advertising campaign in Wine Paris ! This new campaign is the first milestone in the brand strategy promoted by the CIVP : it brings freshness, modernity and authenticity ! It was designed by the Parisian agency Jésus et Gabriel, known for its creations for France Culture, Libération, Eurostar, Cinna, Drouot and Naturalia among others. It consists of a series of three visuals showing a woman and two men from the new generation of bartenders, photographed in bars and restaurants in Provence in order to highlight the origin of rosés from Provence. The campaign "Des rosés qui se distinguent" reflects the unique style of the Wines of Provence and their origin, symbolised by the landscapes, the vegetation and luminosity of the region. What are the latest trends shaping the world of Rosé in 2023? The global market for rosé wine is significant, with one in every ten bottles drunk being a bottle of rosé. In addition, the consumption of rosé has jumped by more than 20% since 2002. Provence, a long-standing rosé specialist, is France’s leading wine region for the production of AOP rosé wines, accounting for 40 to 45% of production. In this sense, our ambition is to strengthen the leadership of our collective premium brand ! Can you tell us about your event Vins de Provence which is taking place in Marseille? Vins de Provence Experiences is a professional event dedicated entirely to Provence Wines. For this very first edition, we will welcome 200 winegrowers and merchants to present their wines to an audience of 600 journalists, influencers and major buyers from around the world. The event will take place from February 27 to 28 at the Palais du Pharo in Marseille (France). The ambition of this event is to create not only a trade fair to meet winemakers & merchants but also an immersive experience to discover and promote our Provençal cultural heritage, with gastronomy shows delivered by local chefs with the unique presence of Chef Alexandre Mazzia, holder of three stars in the Michelin guide, at the head of one of the best restaurants in the world. Visitors will also have the chance to attend economic and technical conferences & masterclasses. Finally, we are very pleased to welcome exhibitors and some visitors to an evening at the Palais de la Bourse in Marseille, a prestigious venue for sharing. If you are not registered yet, please come and meet the team or scan this QR code at the end of the article Why is it important for the industry to meet at global events like Wine Paris & Vinexpo Paris 2023? For the Provence Wines winemakers & merchants, as well as the Conseil Interprofessional des Vins de Provence, it is really important to be present at global events like Wine Paris, to meet and exchange with French and international professionals from various markets. It is a key moment for the actors of Provence PROVENCE ROSÉS' MAIN MARKETS AT A GLANCE A market structure that now reflects a good balance between the various distribution networks. The distribution for Provence rosés can be broken down between super/hypermarkets which account for around 25%, exports around 42% and other channels 33%, according to figures by the Conseil Interprofessionnel des Vins de Provence (CIVP). Over the past five years, exports of Provence rosé have jumped by 64% in terms of volume and 100% by value over five years. There are eight key target markets for Provence rosés between 2023 and 2025, including the United States, Canada, Australia, England, Belgium, Germany, Netherlands and Switzerland. Wines not only to present & serve their wines, as well as their new 2022 vintages, but also to announce the latest news about Vins de Provence, including the Vins de Provence Expériences event and the new advertising campaign Hall 4 / Stand 041 Scan me to register to the event Vins de Provence Experiences ! 20 • THE DAILY • TUESDAY 14 TH FEBRUARY 2023 wineparis-vinexpo.vinexposium-connect.com
ADVERTORIAL I REGION I FRANCE I Jean-Claude Mas Founder of Domaines Paul Mas Domaines Paul Mas full steam ahead on whites with plans to cut carbon The winemaker is presenting his new Viognier 2022 and sparkling cuvée at Wine Paris & Vinexpo Paris 2023 Jean-Claude Mas, Founder of Domaines Paul Mas, shares more details about his plans in an exclusive interview with The Daily. . How was the 2022 harvest? The 2022 harvest was challenging for wine makers who did not have access to irrigation because of the high temperatures in April which forced them to start picking their grapes early. Those who did however, were able to postpone harvesting and obtain a good level of maturity. This year, we have some really good quality white wines. As for the reds, it was important to triage to ensure the health and quality of the grapes. Is climate change having an impact? I think we are too focused on the immediate and have lost the concept of time, because if you look back 30 or 40 years, winemakers were already facing these challenges. 1956 for example was a terrible year for the vines. Also we have to account for what we have changed with our own hands, in the way we cultivate and make wine. This makes it difficult for me to comment on the impact of climate change. What are you presenting at Wine Paris & Vinexpo Paris 2023? We are putting our white and sparkling wines under the spotlight, with the presentation of our new Viognier WE ARE PUTTING OUR WHITE AND SPARKLING WINES UNDER THE SPOTLIGHT, WITH THE PRESENTATION OF OUR NEW VIOGNIER CUVÉE 2022 cuvée 2022. We are also announcing the purchase of two new vineyards, the Château du Larzac and Clos De Maro. In terms of technical innovations, I have been experimenting with resistant cépages like Souvignier Gris. These grape varieties will play an important role in reducing CO2 emissions because they require fewer treatments. We treat everything organically and based on my calculations, it saves around 350 litres of gas per hectare per year, which means I am saving around 30,000 litres of gas in total. It is worth noting however that with the rise of inflation, consumers are more focused on price rather than aesthetic. The space for innovation is therefore somewhat limited because people do not want to necessary pay more. You will be attending Vinexpo Singapore later this year. How are you approaching the Asian market? The asian markets are particularly interesting, but we cannot generalise. Each market is unique and therefore requires a different approach. Singapore and Hong Kong for example are unique because they have a large number of expats. Then you have markets like Malaysia and Indonesia, where a significant percentage of the population is muslim and wine consumptions resembles the Moroccan market. There is also the Philippines, where peoples' purchasing power is very low yet wine drinking is still part of the tradition. Japan on the other hand is experiencing a renaissance for old world wines and in particular, those from Languedoc. Then you have China, where the market has reopened albeit somewhat incrementally. Chinese people are increasingly interested in wine, especially red wines. So there is no one-size fits all. What are the other markets of interest? I am also interested in other markets like the United Kingdom and United Sates, but this is proving more complicated. I think we need to rethink our strategy for promoting white and red wines in the US. When you look at the shelves in the United States, you see lots of pale French Rosé but far fewer bottles of whites and reds. This is something we need to kickstart again Hall 4 / Stand H-331 ROSORANGE OVERCOMES CHALLENGES OF ROSÉ Jean-Claude Mas, founder of Domaines Paul Mas, has developed a new concept dubbed Rosorange. Made form an assemblage of rosé and orange wine, the new blend offers certain advantages over Rosé. In particular, using orange wine overcomes many of the challenges which are associated with Rosé, including that it can be made anywhere in the world and usually, can only be stored for a couple of years. The innovative winemaker is at Wine Paris & Vinexpo Paris, presenting his latest white and sparkling cuvées. THE DAILY • TUESDAY 14 TH FEBRUARY 2023 • 21
