2023-07-09 04:00:00
It’s a rant flavored with the verb of Provence: the president of the interprofession no longer wants to leave his rosés reduced to Hollywood glitter or CAC 40 brands. Enough to promote 50 shades of rosé wines.
C
is a little music that keeps coming up in the media: the rosé wines of Provence are becoming the preserve of celebrities and international brands. Witness its streams of French stars (Carla Bruni and Nicolas Sarkozy, Tony Parker, etc.), Hollywood stars (George Clooney, George Lucas, Brad Pitt, Ridley Scott, etc.) and groups specializing in luxury (Louis Roederer with Ott, Louis Vuitton Moët Hennessy with Minuty, Whispering Angels or Galoupet, Pernod-Ricard with Sainte-Marguerite…).
A litany of marble that hides the forest of the vineyard for Éric Pastorino, the president of the Conseil Interprofessionnel du Vin de Provence (CIVP). During his general meeting, this July 6, the Var winemaker burst the abscess: “We have to stop pretending to be bling-bling. The wines of Provence are not limited to stars and houses [de Champagne] ». Tired of a reductive media exposure (like that summarizing Bordeaux with its grands crus or Beaujolais with new wine), Éric Pastorino insists that “For the years to come, our wealth lies in the fabric of small independent winegrowers, cooperative cellars and regional traders who have made our success. We are going to work on the subject of the transmission and preservation of this diversity. »
It’s wrong !
“It pains me for all the winegrowers who get up every morning to make their wines” and whose reality is winegrower, not Oscar-winning or luxurious, adds the president of the CIVP, who has another refrain in his sights: “It’s like saying that our rosés are expensive… That’s not true! In our cellars we find reasonable prices. » While Provençal sales are falling in supermarkets, Éric Pastorino says he is attentive to the French market: “We feel a certain sluggishness there, whereas we had been progressing for 15 years. There are several factors explaining this: climatic conditions (on which we are dependent for consumption), inflation (imposing caution on households)… This leads the French consumer not to have all the conditions met to see through rose-colored glasses. » Or drink it in rosé.
Focusing on wine tourism and a new identity, the CIVP now intends to promote the reality of its diversity, far from the clichés of a page people.
1688885644
#wines #Provence #limited #stars #houses #Champagne
