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KEDGE, the Conseil Interprofessionnel des Vins de Provence, and the Caisse d'Epargne Côte d'Azur have created a research Chair on Rosé Wines of Provence
With a duration of three years and through applied research projects, the Chair will provide a structured and scientific framework to respond to the three strategic issues raised by the CIVP: the consumer, the colour 'Rosé', and the price.
Why a KEDGE/CIVP/Caisse d’Épargne Chair?
Rosé wines have made a lasting impression in France. Today, they account for one in every three bottles consumed. The colour 'rosé' is also booming internationally, particularly in the USA, the UK, and Australia. Rosé wine is attracting growing interest and scrutiny in both producing and consuming countries.
With more than 90% of production in rosé wines and a century of history and know-how, Provence Wines are recognised as the world benchmark for the rosé colour and are constantly seeking ways of innovating, researching, and evolving to improve the quality of their rosé wines.
Against this background, KEDGE Business School, the Caisse d'Épargne Côte-d'Azur, and the Conseil Interprofessionnel des Vins de Provence (CVIP) created the first university Chair devoted to the Rosé Provence Wines in October 2021.
"KEDGE, through its "Food, Wine & Hospitality" centre of excellence, has been following the changes in the wine sector for a long time and offers decision-making assistance to market players. Its expertise in the field, and its partnerships with several international research laboratories, will provide scientific backing for the project", explained Alexandre de Navailles, Director-General of KEDGE.
The CIVP and the Centre du Rosé de Vidauban have been working for years to develop rosé wines in terms of reputation and image, as well as market knowledge via the World Rosé Observatory.
"We are particularly proud to be a partner of this Chair and are already looking forward to drawing the first lessons from it. It's a high priority for Provence Wines to be the driving force behind the knowledge and influence of rosé wine", stated Éric Pastorino, President of the CIVP.
The Caisse d'Épargne Côte d'Azur is committed to the rosé wine industry to support its growth and toward contributing to the economic development of the region's wine producers.
What are the three areas of research?
From the angle of the colour 'Rosé' (pink), the Rosé Wines of Provence Chair will adopt a multi-disciplinary approach through scientific studies focused on three areas:
- 1st area: an analytical study on the expectations and perceptions of consumers of rosé wines and will provide a forward-looking vision for future generations.
- 2nd area: a study on colourimetry that will link physical measurements and how light is perceived will produce a new highly accurate data depository for characterising and measuring the colour of rosé wine as a complement to the existing tools.
- 3rd area: a neuro/oenological study will identify the areas of the brain that are used when tasting rosé Provence wines, in accordance with the profile of the expert or novice taster.
"These three areas of research should shed original light on the strategy of Provence wines", explained Thierry Lorey, head of the Chair.
Who are the actors involved in the Chair?
The Rosé Wines of Provence Chair comprises three scientific players:
- KEDGE: Thierry Lorey, PhD and HDR, teacher-researcher in wine marketing, and member of the KEDGE Food, Wine & Hospitality Centre of Excellence, which is the research laboratory of the KEDGE Wine School. Mr Lorey is the Chairholder;
- The Vidauban Rosé Research and Experimentation Centre (Director Gilles Masson; Oenologist Nathalie Pousalgues);
- Valérie Bonnardel, Professor in the Psychology Department, University of Winchester, PhD, Fellow of the Higher Education Academy (FHEA), and member of the Executive Committee of the International Colour Association (AIC).
The Chair is funded by the Conseil Interprofessionnel des Vins de Provence (CIVP), the South Provence-Alpes-Côte d'Azur Region, the Var and Bouches-du-Rhône Departments, as well as the Caisse d'Épargne Côte-d'Azur.
About KEDGE:
KEDGE Business School is a leading French management school with four campuses in France (Paris, Bordeaux, Marseille and Toulon), four campuses abroad (two in China - Shanghai and Suzhou, and two in Africa - Dakar and Abidjan), and three associated campuses (Avignon, Bastia, and Bayonne). The KEDGE community is made up of 14,800 students (23% of whom are foreign students), 172 permanent professors (45% of whom are international), 201 international academic partners, and 70,000 graduates worldwide. KEDGE offers 36 programmes in management and design for both students and professionals. It also offers customised-made courses to companies at both national and international levels. A member of the Conférence des Grandes Écoles and accredited by AACSB, EQUIS, and AMBA, KEDGE Business School is an institution recognised by the French State, with approved programmes, and labelled EESPIG. KEDGE is ranked by the Financial Times as the 34th best business school in Europe and 41st in the world for its Executive MBA.
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About the CIVP:
The Conseil Interprofessionnel des Vins de Provence (CIVP) is an association that is recognised as an interprofessional body of collective interest. It brings together the winegrowers and merchants of the Côtes de Provence, Coteaux d'Aix-en-Provence and Coteaux Varois en Provence AOCs.
The CIVP has three main functions:
- Economic monitoring of the vineyard and markets
- Research, experimentation, and quality improvement
- Collective communication for the three AOCs in France and internationally
The Provence wines vineyards, the oldest in France, extend from the Mediterranean to the Alps and cover nearly 26,000 hectares in Bouches-du-Rhône, Var, and Alpes-Maritimes Departments. The three AOCs - Côtes de Provence, Coteaux d'Aix-en-Provence and Coteaux Varois en Provence - produce and sell between 160 and 170 million bottles each year. Rosé is the traditional speciality and today accounts for 91% of production.
About the Caisse d’Épargne Côte-d’Azur:
The Caisse d'Epargne Côte d'Azur is a cooperative bank serving its region. It serves nearly 700,000 customers (of which 157,0000 are cooperative shareholders) at its 147 branches. It has five private banks and eight business centres which are staffed by 1,638 employees who are committed to serving the needs of its customers. The Caisse d'Epargne Côte d'Azur covers two departments - the Alpes-Maritimes and the Var - as well as the Principality of Monaco. It works with all types of customers, including individuals, professionals, companies, social economy players, institutions, and local authorities, and it provides the highest level of service in all areas: insurance, savings collection and management, loan disbursement, equipment and means of payment, asset management, and property projects. The Caisse d'Epargne Côte d'Azur also promotes the region's promising sectors through its entities specialising in water sports, luxury real estate, viticulture, perfumery, tourism, and the sports economy. As regards to wine growing, it has created Vitibanque, which has specialised expertise to support and meet the needs of all stakeholders in the wine-growing sector. The Caisse d'Epargne Côte d'Azur is part of Groupe BPCE, which was formed by the merger of the Caisses d'Epargne and the Banques Populaires.
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