As consumer appreciation for rosé wine continues to rise in the UK, leading wine merchants are placing growing emphasis on Provence as a premier source of quality and style. Once considered a seasonal indulgence, Provence rosé is now increasingly regarded as a year-round staple, with strong sales performance and broad market appeal—from entry-level to premium offerings.
Tom Fahey, co-owner of The Terrace at Ventnor on the Isle of Wight, likens the current status of Provence to that of Champagne, both in terms of consumer perception and sales strategy. “I find Provence most akin to Champagne right now both in terms of how we sell the wines and also how our guests think about them,” Fahey said, highlighting the elevated position Provence rosé now commands in the market.
Provence’s Continued Momentum
Matthew Hennings, managing director of Sussex-based Hennings Wine Merchants, echoes this sentiment. The merchant, known for its regional influence and established reputation, has witnessed significant growth in its Provence portfolio over the past five years.
“We have been strong on Provence for quite a few years now,” said Hennings. “However, five years ago we couldn’t get enough of it during Covid and that very hot summer of 2020. Containers of premium names were flying around then.”
While the demand has stabilised since the pandemic peak, Hennings notes that interest in lesser-known producers has surged. “There are some excellent lesser-known wines that, with the right packaging and style, have been a real success for us,” he said, adding that the increasing market saturation from major brands has made room for smaller producers with unique selling points.
Focus on Sustainability and Distinctiveness
A significant portion of Hennings’ Provençal selection comes from organic and biodynamic producers. “Sustainability is increasingly important for us,” he said. “We also look for a USP or story to communicate to customers. People definitely buy with their eyes—so colour and packaging are key.”
Retail competition, especially from large supermarkets, has driven the merchant to prioritise channel management. “One of the reasons we moved away from the major brands is the price competition,” Hennings explained. “We’re seeing stronger performance from wines that are exclusive to us in the UK.”
A Versatile Wine with Year-Round Appeal
According to Hennings, the region’s strength lies in its versatility across price points and seasonal appeal. “It works from its entry level at around £12 right up to over £25 in good volume,” he said. “It also sells 12 months of the year now, not just in the summer. Provence now makes up a good degree of Christmas sales.”
Stylistically, Provence rosé continues to align with current consumer tastes. “Fresh, crisp, easy to drink—with or without food—it appeals to everyone from newcomers to seasoned wine drinkers,” Hennings added. The aesthetic presentation of these wines, often luxurious in appearance, further bolsters their premium positioning.
Expanding the Portfolio
Hennings Wine Merchants currently ships directly from four to five Provençal wineries, with plans to add more. “We’re a little lighter on wines at this time of year as we wait for new vintages, but we’ll likely carry around 15 Provence wines this year,” said Hennings, referencing new producer relationships developed at Wine Paris.
The region’s resonance with consumers is also reflected in its cross-channel success. “We do well on all three sides of the business: wholesale, retail, and online,” Hennings concluded. “If the sun is out on the south coast, it’s like flicking a Provence rosé switch.”
With consumer demand showing no signs of waning and interest broadening beyond the headline producers, Provence appears poised to maintain—and even elevate—its standing in the UK wine market.
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