Provence now ships 42% of sales abroad — US still foreign No. 1
Vinetur reports Provence rosé exports at about 42% of sales, up from roughly 16% a decade earlier, with the United States the top foreign market and an average FOB near €5.90 versus cheaper Spanish and Italian pinks.
Provence used to drink most of its pink at home. The ledger flipped toward the dock.
Vinetur’s mid-2026 English brief says exports now account for about 42% of Provence sales, versus roughly 16% ten years ago. The United States remains the largest foreign buyer. Average FOB near €5.90 a bottle sits above many Spanish and Italian rosés — a premium that only holds if shoppers still feel “Provence,” not generic pale.
Mini-concept: export share is a dependency meter. At 42% abroad, vineyard income tracks foreign moods, tariffs and competing pink oceans. A higher FOB is pride until a tariff or recession teaches drinkers to trade down.
Choosing a Provence bottle at that premium is a clear vote against the cheapest pink can on the shelf. You pay for pale colour done under AOP discipline and for a coast that rewrote its business toward export.
Producers reading the same chart must decide: defend the €5.90 story with quality and tourism, or chase volume into clutter. Drinkers tip that scales every Saturday.
Keep the pattern: 16% → 42% export share, US No. 1 foreign, ~€5.90 FOB — premium pink needs loyal abroad fans.
Source: Vinetur