Rosé producers from Provence are pooling their resources to jointly market the 2004 vintage, which has arrived in the UK.
A new body of 15 producers, called the Conseil Interprofessionnel des Vins de Provence (CIVP), is releasing its wines in a common bottle shape that has been engraved with the letter ‘P’ and has a ‘Dry Rosé of Provence’ stamp.
A major consumer press advertising and PR campaign is being finalised and the group hopes to build distribution by boosting retailer support.
The CIVP said the initiative was built on research which showed Brits are moving towards drier wines, including less sweet styles of rosé.