Provence, the reference point for premium rosé wines

Rosé provides a different vision of wine, one that is more accessible, without the burden of tradition, it’s the wine of freedom.

More than just a fad, rosé wine has made a place for itself in today’s society. Because it is perfectly aligned with the evolution of new consumer and lifestyle trends: less structured meals, cuisines from around the world on our plates, simple and direct gastronomy, an interest in discovering new things, and a desire for conviviality above all else, for immediate enjoyment.

Rosé wine is not just the trendy wine of the 21st century. When the Greeks planted the first grapevines in Provence France 2,600 years ago, they were already making rosé! This was because wine-making techniques in those days were different: the method of macerating red grapes, which gives red wine its colour, was unknown or, at the least, very uncommon. Wine made from red grapes was therefore rosé. In other words, Provence is the oldest wine region in France, and rosé is the oldest known wine!

So it’s hardly surprising that the region quickly emerged as an undisputed category leader in the wake of rosé’s surge in popularity over the last few decades. It also leads to exceptional quality, a status that’s vividly evident both by massive investment in technology such as cooling system, thermo regulated tanks, semi buried cellars, gravity cellars, etc. 

But perhaps the region’s success in the marketplace is most clearly exhibited by international winemakers striving to make their wines look—if not taste—like Provençal rosé.  It brings to mind the often-repeated phrase “Imitation is the sincerest form of flattery.” As the rosé category diversifies around the world, many examples are made in the Provençal style, a movement that shows a great appreciation and respect for this pioneering region. That said, between the distinctive grapes, soils, climate, and know-how of Provençal producers, nowhere else in the world can replicate this wine’s iconic character. And if you want to be sur to have not to have an imitation in your hands, “PROVENCE” must be written on the label.

Provence rosé wines display light to very light, brilliant, clear hues. Their nose offers aromas of fresh flowers (rose), yellow fruits (melon, peach), and red fruits (strawberry, raspberry, cherry), coupled with touches of citrus zest, tropical fruits, and marshmallows. Their palate exudes a supple, rounded feel, counterbalanced by a crisp feel to varying degrees depending on the vineyard site. The wines show balanced generosity and light tangy freshness lifting a persistent finish often suffused with abundant fruitiness.

From urban, vegan, and flexitarian cuisines to fusion foods, the profile of rosé wines has enabled them to tap into new consumer trends and establish a place at the dinner table.

Their versatility is also an advantage when it comes to the dinner table, where they pair equally well with seafood, fish, vegetables, poultry, and even some cheeses. They also sit comfortably alongside Mediterranean, Oriental, Creole, and Asian cuisine. 

Rosé has a nonconformist expression that holds its own and amplifies the flavours of many unique Vietnamese dishes. Fresh Vietnamese rice paper roll (Gỏi cuốn ), and healthy salads such as green mango salad with shrimp and pork (Gỏi xoài tôm thịt) match perfectly with the wine’s soft palate and very well-balanced citrus tones. The fruit flavours enhanced by herbal notes will combine harmoniously with Beef Pho (Phở bò). And don’t forget to offer this versatile wine to friends and family when enjoying hotpot (lẩu), full of texture and salty and sour flavours that pairs equally well with Rosé. And considering the abundance of fresh seafood on Vietnam's coastlines and the variety of seafood dishes prepared by great Vietnamese chefs, rosé is the ideal choice for liquid refreshment.

Dispense with the blind adherence to seasonal appropriateness, Provence rosé wines can be drunk all year round, as soon as the sun rises. Rosé has been miscast as ‘summer only’ by many people. Due to its versatility in food matching, many winter dishes are too light for a glass of red wine and too heavy for white wine, therefore it's fortunate that rosé exists, pairing equally with all the seasons. 

Cast away the shackles of the cliché of rosé being a drink for the girls, there is a new movement emerging in many bars and restaurants throughout the world, with many male customers self-identifying as brosés. This is a growing subculture of well-heeled males who are discovering and have begun to recognise that the “Pink stuff” is not only a beverage that can be enjoyed throughout the year, and pairs exceptionally well with a wide range of flavours and cuisines, but also tastes fantastic in and of itself. Many establishments in the hospitality industry have taken notice of the trend toward pink wine and are increasing the number of wines that they stock and the overall volume of their wine orders.

Even before the excitement surrounding this variety began to crescendo, Provence vignerons have been hard at work on embracing sustainability in both the vineyard and the wineries in an effort to minimize the environmental impact of agriculture while preserving biodiversity. Due to its hot and dry environment, Provence is ideally suited for sustainable viticulture, with the famed Mistral winds reducing summer heat and bringing harvest rains. 20% of Provencal vineyards were certified organic in 2021, and 24% have switched to a national sustainability program known as Haute Valeur Environnementale (HVE), which translates to "HighEnvironmental Value." Provence aims to have 60% of its vineyards either certified as organic (noted as“AB,” or Agriculture Biologique, in French)or in adherence with HVE by 2024. A goal of 100% is set for 2030.

Provence has distinguished itself as a leader in researching and employing ways to sustain its vines and modernize its cellars. This ensures Provence’s winemaking longevity in the years to come while protecting the health of its ecosystem and the biodiversity of its grape varieties.

The trademark qualities of Provence rosé wines, such as its unique grapes, soils, climate, and production processes, are unmatched anywhere else in the world and make them the greatest rosé wines a wine connoisseur could ever hope to experience.