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Provence Shipments Ease, But Upscale Labels Retain Momentum

October 24, 2019

While Provence rosé sales have soared in the U.S. in recent years, import shipment volumes have slowed thus far in 2019. Shipment volumes were down 1% for the eight months ending in August to 1.83 million 9-liter cases, according to French government agency Business France. Provence rosé surpassed 2 million cases in the U.S. for the first time ever last year.

Upscale labels continue to grow, however, as shipment value increased 10% for the eight months ending in August to €123.4 million ($137m). The market’s largest-selling Provence rosé brand, Whispering Angel ($25) from Shaw-Ross Importers, is expected to reach nearly half-a-million cases in calendar 2019, more than six times its volume of five years ago, according to Impact Databank.—Natalia Razzo

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