PDO roses : great quality wines in Europe

Two vineyards dedicated to PDO ROSE (Provence  and Valtènesi) decided to join to carry out a communication campaign on the quality of rose PDOs in Europe. (Germany, Belgium and the Netherlands) for a period of 3 years (2022-2024).

In Europe, Belgians, Germans and Dutchs are among the largest consumers of rose wine and are historically positioned on wines at low prices. However, consumption seems to have moved upmarket for 2 years and is moving towards quality wines.

Faced with this increase in demand, Wines of Provence and Valtènesi want to increase knowledge and recognition of PDO quality and rose wine know-how among its consumers.

The main target of this program will be the millenials consumers as their knowledge about the PDO label is quite low compared to older generations. Knowing that the millennial target group is prone to pay more attention to quality, the primary way to establish a profile for PDO labels is by addressing a message of quality discovery and exploration.

The main positioning will be = European PDO rosé Wines, Much more than a color.

Specific key messages will concentrate on three pillars:

1.The quality of rosé is linked to the specificities of the origin. The PDO label guarantes the rose wine''s quality;

2.The environment: The high production standards are deeply linked to the PDO label and both entities Civp and Consorzio Valtenesi are strongly involved in the protection of the environment;

3.European PDO rosé can be savoured throughout the whole year at different times.

To address the challenges identified, the program will concentrate on education. The communication mix will have a strong focus on digital channels as there is a high affinity between millennials and Internet usage and social media. There will be an extensive digital PR communication effort with individual influencer and ambassador partnerships, a strong focus on Instagram communication supported by strategic online advertising and educational tasting experiences.