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🍇 When Tradition Meets Disruption

🍇 When Tradition Meets Disruption

In this week’s DECORKED digest, we explore Provence’s new cru status, wine tourism in the UK, climate-driven risks for vineyards, the debate over rosé’s identity, and Dom Pérignon’s latest creative chapter.

May 19, 2025

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Happy Monday! We hope you have a great week ahead. In this week’s DECORKED digest, we explore Provence’s new cru status, wine tourism in the UK, climate-driven risks for vineyards, the debate over rosé’s identity, and Dom Pérignon’s latest creative chapter. Keep reading!

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Read the most important and interesting news this week.

📍Vinexpo America in Miami becomes a strategic hub for the Americas READ HERE

🍷 Francis Ford Coppola on 50 years of winemaking READ HERE

🇫🇷 9 of the best wine-tasting holidays in France READ HERE

⛓️ Next-gen equipment drives industry buzz READ HERE

🍇 Vineyard workers celebrated and arrested READ HERE

🍸How do you make a grand cru gin? READ HERE

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We curate, filter, and select only the most exciting and important news for you.

PROVENCE GAINS ITS FIRST CRU

Côtes de Provence Sainte-Victoire has officially become the first cru of Provence, marking a major milestone for the region’s red and rosé wines. Previously designated as a Dénomination Géographique Complémentaire (DGC), Sainte-Victoire’s promotion recognizes the area's unique terroir—defined by high-altitude vineyards, limestone-rich soils, and the cooling Mistral wind. Local producers believe the cru status will boost the region’s reputation and clarity for consumers, offering greater recognition for quality without necessarily increasing prices.

UK WINE TOURISM HELD BACK BY RIGID PLANNING LAWS

The UK’s wine tourism industry is booming, yet outdated and rigid planning laws are holding it back. A new report by Lichfields highlights how blanket policies designed for traditional farming often limit vineyard projects like tasting rooms, shops, and accommodations. With over 1,000 vineyards now contributing £213 million through tourism alone, industry leaders are calling for more flexible, tailored policies that recognize the unique nature of wine estates. Without reform, vineyards risk missing out on growth, jobs, and the chance to make wine tourism a mainstream British experience.

A NEW OPPORTUNITY FOR BROKERS IN WINE

As climate risks grow, Australia’s wine industry presents a growing opportunity for insurance brokers.Unlike France, where specialized coverage for vineyards is well established, Australia lags behind in broker expertise and parametric solutions. With increasing threats like frost, hail, and heatwaves, brokers could play a key role in helping wineries manage risk and protect future yields. Many companies see potential for growth, especially as extreme weather events become more frequent and impactful, putting pressure on vineyards and increasing awareness of risk management needs.

DOES ROSÉ NEED A MORE UNIFIED MARKETING MESSAGE?

Rosé’s rising popularity has sparked debate within the industry about whether a unified marketing message would boost its success or compromise its diversity. Some producers believe consistent messaging around quality, origin, and lifestyle could enhance consumer understanding and elevate the category, while others argue that rosé’s wide range of styles is its strength. The challenge lies in balancing clarity with individuality, encouraging education and storytelling without flattening the ‘spark’ that makes rosé so dynamic and food-friendly. Most agree that the goal is to move the category forward while preserving what makes it distinctive.

HOW BARRELS SHAPE THE DRINKS WE LOVE

Wooden barrels play a vital role in the global alcohol industry, aging spirits for decades while contributing rich flavors and aromas. These barrels, often made from oak, are reused across continents for whiskey, wine, rum, and even chocolate or honey production. Despite their sustainability and long lifespans, the barrel trade is under threat from rising tariffs, supply chain disruptions, and shifting consumer trends. Experts warn that these pressures may reduce long-term investment in barrel aging and alter flavor profiles worldwide. Despite the challenges, barrels remain a cornerstone of spirit production and a lasting link between craftsmanship and global trade.

DOM PÉRIGNON’S NEW CHAPTER

Dom Pérignon has unveiled a major new creative campaign titled “Creation is an eternal journey,” combining the release of four new vintages with a multi-disciplinary collaboration featuring seven cultural figures including Zoë Kravitz, Tilda Swinton, and Iggy Pop. The campaign explores the cyclical nature of creativity through portraits, films, and live experiences, culminating in an immersive London exhibition. This marks a new chapter in the brand’s long-standing connection to the arts, blending heritage with innovation while reinforcing its identity as both a Champagne house and cultural storyteller.

CORAVIN'S WORLD WINE TOUR

Coravin’s 2025 World Wine Tour is bringing rare and prestigious wines to the public through by-the-glass offerings at top restaurants in New York, Los Angeles, San Francisco, and Chicago. Using Coravin’s technology, which preserves wine without removing the cork, the tour allows guests to experience high-end vintages typically out of reach. The initiative highlights how Coravin’s innovation is transforming wine service globally, expanding access while reducing waste.

Discover wine events worldwide.

🥂 London Wine Fair (May 19 - 21, London, UK) - LEARN MORE

🥂 BottleRock Napa Valley (May 23 - 25, California, US) - LEARN MORE

🥂 Virginia Wine Festival (May 31, Virginia, US) - LEARN MORE

🥂 The Wine Circuit (June 6 - 8, London, UK) - LEARN MORE

🥂 Yerevan Wine Days (June 6 - 8, Yerevan, Armenia) - LEARN MORE

🥂 Decanter Fine Wine Encounter (June 7, New York, US) - LEARN MORE

🥂 Bordeaux Wine Festival (June 19 - 22, Bordeaux, France) - LEARN MORE

Learn something new every week.

WINE REGION OF THE WEEK: TARIJA, BOLIVIA

Tarija, located in southern Bolivia near the Argentine border, is the country's leading wine region, producing around 90% of its grapes and 80% of its wines. Known for its high-altitude vineyards at over 1,500 meters, Tarija blends a deep colonial winemaking history with modern industry, and is home to Bolivia's key research centers for viticulture and enology.

GRAPE OF THE WEEK: MARSELAN

Marselan is a relatively new red grape variety, created in 1961 by crossing Grenache and Cabernet Sauvignon in southern France. Though initially overlooked due to its small berries, it has gained renewed interest for its quality potential and resistance to disease. Now grown in regions from France to China and Uruguay, Marselan is used in both blends and varietal wines, and has even been approved for limited use in Bordeaux to help combat climate change impacts.

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