The trade body for Provence wines is ramping up activity in the UK for 2020 as a result of a 100% increase to its export marketing budget.

The Conseil Interprofessional des Vins de Provence (CIVP) has unveiled plans for the UK, which primarily includes a focus on the Vins de Provence’s Rosé wines’ premium positioning and highlighting the style’s suitability for all occasions.

The integrated marketing programme, which spans across trade, consumer and social media platforms, will start with a dedicated training programme designed to educate and engage the trade on the diversity of Vins de Provence’s Rosé wines. Hosted by Nina Cerullo, these sessions will focus on an in-depth tasting of wines from Vins de Provence’s three main appellations: Côtes de Provence, Coteaux d’Aix-en-Provence and Coteaux Varois en Provence.

This initiative will follow the launch of Air Provence, an immersive trade event promoting the regional identity of Provence’s largest appellation, Côtes de Provence. This first edition, taking place in Provence on April 6 and 7, will gather together some 200 producers from across the region, offering visitors the chance to meet winegrowers, taste a diverse range of wines, and attend masterclasses and vineyard tours.

This spring, Vins de Provence will return as a headline sponsor at London Wine Week from May 18 to 24 at Flat Iron Square near Borough Market.

Consumers will be able to enjoy a selection of Vins de Provence Rosé wines from different appellations at the Vins de Provence bar. The bar will also be popping up at Foodies Festival Brighton from May 8 to 10 on Brighton Hove Lawns. Consumers will again be able to sample a diverse range of Vins de Provence Rosé wines; they will also have the opportunity to take part in a dedicated masterclass.