rosé is now exported abroad

On the agricultural lands of the Var, rosé is produced. Long despised, it has become chic and trendy. From now on, this wine is sold more and more abroad. Austrian tourists visit the Château de Berne wine estate. “I love rosé. It’s something so special in France. Every year, we come. For me, it’s summer”, assures a woman. A man completes: “We bring them back to Austria so that they can discover rosé.” Florent Biehler, seller-guide, indicates to see “many Dutch, Germans […] and Americans”.

An Asian market to conquer

Sales of rosé from Provence have exploded abroad, +500% in ten years. Everyone benefits from it, the great castles as well as the family domains. At the Domaine de la Jacourette, in Pourrières (Var), 100,000 bottles are produced per year, 70% of which are exported. The main reason for this success is the move upmarket which manages to capture new markets. There are still levers of growth with the Asian market to conquer. This has not escaped financial groups like LVMH, which buys vines in the Var. The success of rosé is not about to stop.