As wine consumption patterns shift globally, traditional regions must find new ways to engage consumers and remain relevant. For Roussillon, a region with a rich winemaking heritage, this means pushing new boundaries. From incorporating fortified wines into cocktails to hosting large-scale music and wine events, Roussillon’s wine council is embracing fresh approaches to attract younger and more diverse drinkers.

Yet, challenges persist. With tightening promotional budgets and changing market demands, how can smaller wine regions continue to drive awareness and accessibility? Eric Aracil, Export Manager for Wines of Roussillon, shares insights into the region’s evolving strategies—touching on trade collaborations, cultural partnerships, and the growing role of sustainability in consumer choices.

Image: Eric Aracil with Malvika Patel at Wine Paris 2025.

How is your association approaching the challenge of engaging with a younger, more diverse consumer base? Can you share specific examples of campaigns or strategies that have worked well?

To try to reach this challenge. For example, Vins Doux Naturels as a base of specific cocktails. Production of no or lower alcohol wines.

How is your association leveraging cultural trends, such as food pairings, art, or music, to enhance the appeal of wine?

Examples: We organize pairing dinners for trade and media in special places like Restaurants Etoilés. In Roussillon, we organize an event for producers and consumers during a 3-day music festival, touching more than 5000 consumers/night.

Image: Bacchus Festival - Vignoble du Roussillon; Credit: Bacchus Festival.

How can trade partnerships and collaborations help increase wine awareness and accessibility? Can you share examples of how your association is planning to work with the trade in 2025?

It’s more and more difficult to make more because we are doing already a lot as a small wine council, and the promotion budget is decreasing.

Do you see consumers actively seeking out sustainable wines, and how is your association meeting this demand?

Our producers adapt their ranges according to the demands and the different markets. We do the global promotion, and there are numerous organic or sustainable wines in Roussillon.

Image: Roussillon vineyard; credit - les Roussillon sont là

Are there specific trends, like low-alcohol or organic wines, that you see growing in response to health concerns, and how are you supporting producers in this area?

We adapt our key messages, but it is the beginning of that kind of product.

Conclusion:

Roussillon’s approach highlights both the opportunities and limitations of promoting wine in today’s landscape. While creative strategies—like cocktail-friendly fortified wines and immersive cultural events—help introduce new consumers to the category, there is no single solution to sustaining long-term engagement. Trade collaborations remain crucial, yet shrinking budgets pose challenges for smaller regions looking to expand their reach.

As consumer preferences evolve, particularly around health-conscious and sustainable choices, Roussillon is adjusting its messaging and offerings. But as Aracil notes, many of these trends are still in their early stages. The challenge now is not just adapting, but ensuring that these efforts translate into meaningful and lasting growth for the wine industry.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

Also Read:
Beyond the Hidden Gem: How Roussillon is Growing Its Global Footprint